Insight
Why AI Shopping Agents Haven’t Won Consumers Over — Yet
Molly Schonthal, managing director of Agentic Commerce, shares her perspective with Adweek on consumer trust in AI shopping agents and what brands can do to stand out
Insight
Why Loyalty Programs Need to Offer More Than Rewards
Leanne Cordes, SVP of strategic services, shares her perspective with The Drum on how brands can build loyalty through partnerships, utility and meaningful customer relationships
Loyalty programs have long rewarded repeat purchases with points and discounts. But as consumers face endless choice and growing subscription fatigue, brands have an opportunity to make loyalty more valuable by helping customers in ways that go beyond transactions.
In an article for The Drum, Leanne Cordes of WPP Enterprise Solutions shared why partnerships are central to this evolution.
Loyalty is having a moment because brands realize earning a customer’s next purchase isn’t enough; they need to earn a place in that customer’s life. With endless choice and subscription fatigue, lasting preference requires more than incentives. Partnerships are central to that evolution. They extend value beyond a brand’s core offer by helping customers save time, reduce friction, access experiences and solve real-world problems.
"The opportunity isn’t just to capture more attention or spending, but to give customers more reasons to choose you. Retail media, personalization and everything apps are part of the picture. But the strongest loyalty strategies go beyond reach and data to create utility and emotional connection. The Home Depot’s Pro Xtra program, for example, uses partnerships addressing professionals’ everyday needs – from fuel and meals to workwear and business services. By recognizing that customers need more than building materials, The Home Depot makes its loyalty proposition more useful and deepens relationships with its core audience. The goal isn’t to build the biggest loyalty ecosystem. It’s to build one that customers genuinely value – and one that grows with them over time. We call that living loyalty."
