The recent closure of Flybuys New Zealand, a loyalty program that operated for almost 30 years, underscores a significant shift in the loyalty landscape. As the business world evolves, companies are increasingly moving away from traditional coalition loyalty models toward proprietary systems that cater specifically to their unique customer bases. This transition highlights the growing importance of personalised, direct customer engagement—a trend that Tonza Deals is perfectly positioned to help businesses capitalise on.
A shifting landscape
Flybuys’ closure signals that the old ways of coalition loyalty programs may no longer resonate with consumers. According to Lizzy Ryley, chief executive of Loyalty NZ, owner of Flybuys New Zealand, “The landscape for loyalty programmes has changed, and continues to change rapidly, with businesses now having greater access to technology and capabilities that enable them to create their own highly tailored proprietary loyalty programmes.” This statement encapsulates the challenges faced by traditional loyalty models and the urgent need for brands to adapt.
Businesses today are recognising the value of direct communication and tailored experiences. Consumers expect more than just generic rewards; they want programs that reflect their preferences and provide genuine value. This desire for personalisation is at the heart of why Tonza Deals offers a fresh, engaging approach to customer loyalty. Our platform allows businesses to create unique experiences that resonate with their target audiences, fostering loyalty that goes beyond mere transactions.
Direct engagement and customisation
At Tonza Deals, we understand that building strong relationships with customers is essential for long-term success. Our platform enables businesses to create interactive experiences, such as spin-to-win campaigns, that engage customers directly while collecting valuable data for future marketing efforts. This capability allows brands to tailor their offerings and connect with their audience on a personal level, fostering loyalty that is both rewarding and meaningful.
Imagine a local cafe using Tonza Deals to run a weekly spin-to-win promotion. Customers can spin a virtual wheel for a chance to win discounts or free items, and in doing so, they provide the cafe with essential insights into their preferences and behaviours. This direct engagement not only enhances customer satisfaction but also allows the cafe to refine its offerings based on real-time feedback.
The power of proprietary loyalty
As businesses seek to establish proprietary loyalty programs, they can greatly benefit from the innovative solutions provided by Tonza Deals. Our platform empowers brands to:
- Create Unique Experiences: By offering fun and engaging interactions, businesses can stand out in a crowded market, making customer loyalty more exciting and rewarding. The element of gamification encourages repeat visits and builds a sense of community around the brand.
- Collect Valuable Insights: Our system allows for data collection through customer interactions, enabling brands to better understand their audience’s preferences. This data can inform targeted marketing campaigns, ensuring that promotions resonate with customers.
- Build Direct Relationships: With the ability to communicate directly with customers, brands can foster a sense of community and belonging, which is vital for long-term loyalty. Regular updates, personalised offers, and direct feedback channels create a two-way conversation that strengthens the brand-customer relationship.
Embracing change
The closure of Flybuys New Zealand is a clear reminder that businesses must adapt to changing consumer expectations. As Ryley stated, “In essence, what’s happened is that businesses want to be able to talk directly to their customers.” By moving toward proprietary loyalty programs, brands can forge deeper connections with their customers, and Tonza Deals is here to facilitate that journey.
Make the leap into the future of loyalty programs with Tonza Deals, where every interaction is an opportunity to connect, engage, and inspire loyalty. As we continue to evolve alongside consumer needs, we’re excited to help businesses navigate this new landscape.