Aleksandra Mikołajczyk
Marketing
Building Customer Loyalty: Interview in the MARKETER+ Trendbook
I had the pleasure of contributing my perspective to the latest MARKETER+ Trendbook, focusing on how to design effective loyalty marketing strategies.
In my contribution, I share the view that building lasting customer relationships today requires more than just a well-thought-out acquisition strategy. It’s equally important to know how to turn new customers into active, returning buyers. I highlight the role of personalisation – not just as a tactic, but as a foundation. Understanding customer behaviour and preferences, and reflecting that in communication, is what builds trust and long-term loyalty.
I also believe that what happens after the transaction is just as important as the purchase itself. The promise a brand delivers post-purchase – through quality of service and a well-designed offer that truly reflects its values – plays a key role in shaping the relationship. Data from the customer journey and behavioural insights can become powerful tools for tailoring actions to the real needs of the audience.
Only then can loyalty programs – or any form of customer engagement – deliver sustainable results, both from a business and brand perspective.
I encourage you to explore the full Trendbook. It’s not just a collection of current trends, but a space created by practitioners, filled with practical insights and actionable recommendations.
