Today, brands aren’t just competing to sell a product or service. They’re competing for something more valuable and scarce: customer attention. In a world where we receive app notifications, promotional emails, and WhatsApp messages every hour, getting a user to actually use a loyalty program has become a real challenge.
But what makes a brand stand out from so many options? In this article, we explore how to excel in the attention economy and how a loyalty program can become a powerful tool if designed strategically.
Benefit overload: more isn’t always better
Many loyalty programs fail because they offer too many benefits, promotions, or messages without a clear overarching theme. Instead of motivating the customer, they overwhelm them.
A common mistake is thinking that quantity equals value. The reality is that what customers appreciate most is clarity and relevance. If the reward isn’t connected to their interests, they’ll likely ignore the program.
Real-life example:
A supermarket that sends generic discounts instead of offers based on purchase history. The result: low engagement and disinterest.
Strategies for capturing and maintaining attention
1. Smart Personalization
This is where machine learning and CRM come into play. By analyzing consumption habits, it’s possible to send only the promotions that truly matter to the customer. Personalization not only increases open rates but also strengthens the relationship with the brand.
2. Simplicity in the experience
A loyalty program should be easy to understand. Clear points, quick mechanics, and accessible redemptions. Every additional obstacle (forms, unnecessary steps, cumbersome apps) detracts from the experience.
3. Gamification and micro-rewards
Small achievements keep customers engaged. Digital badges, weekly challenges, or surprise rewards create a habit and encourage users to return naturally.
4. Communication on the correct channel
Sending mass emails isn’t enough. The key is to use the channels where the customer already is: WhatsApp, push notifications, or SMS. In the attention economy, proximity to the user makes all the difference.
5. Build a narrative
This is where storytelling comes in. The program isn’t just about points: it’s about belonging to a community, having exclusive experiences, and feeling valued. That story is what transforms an incentive into an emotional connection.
The case of Mexico and Latin America: more noise, more opportunities
In markets like Mexico and Latin America, the consumer is exposed to multiple programs at the same time: banks, airlines, supermarkets, delivery apps, retail.
The key to standing out lies in understanding that it’s not the loudest who wins, but the one who connects best. That’s why brands that use artificial intelligence for segmentation, communicate through storytelling, and offer relevant rewards are the ones that stay top of mind and become part of customers’ daily routines.
FAQ – Frequently Asked Questions
1. What if my program offers few benefits?
Less doesn’t mean worse. If the benefits are relevant and easy to obtain, they’ll be far more valuable than an endless list of unattractive promotions.
2. Which channel is best for communicating a loyalty program?
It depends on the customer profile. WhatsApp and push notifications tend to be more effective in Mexico and Latin America than email.
3. How can I measure if my program is truly capturing attention?
Indicators such as frequency of use, message open rate, and repurchase rate are key metrics for evaluating customer service.
Conclusion
In the attention economy, the most valuable resource is no longer money, but the customer’s time. For a loyalty program to be successful, it must be clear, relevant, personalized, and have a compelling story behind it.
Ultimately, what will make a user return is not how many points they accumulate, but the emotional experience they have when interacting with your brand.
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