"The key to loyalty is using digital technology to burrow into customers' histories to 'Surprise and Delight' them"

Hmm, are we encouraging stalking, you ask? YES! Stalk away! The more you know about your customer, prospect, or audience, the more you can tailor your message, product or service to suit their needs. Isn't that what these sales are about? Identifying the market need and filling it? They are, so why aren't you stalking?

Budding technology is very well the catalyst in the shift of power from seller to buyer. It is imperative to realise the potential goldmine of information that lies at your fingertips and to use it to your best advantage.

Technology is your best friend when it comes to a little background building which can be used to boost loyalty.

Business analytics software is a great place to start; it removes the painstaking guess work and provides accurate, simplified data.

These analytics can be used to determine what type of campaign or strategy would best fit each niche, and therefore provide the most streamlined approach. When customers feel the message speaks directly to them, they are more likely to become return customers.

Engaging with new technologies can also provide simplicity. Customers desire a frictionless transaction. Your customers do not want to feel like they are taking a school exam when making a purchase; so make it easy for them and make the transaction process simple. You will see return business as a result.

Mobile apps and payment options are some of the best ways to bolster smooth transactions.

Mobile transactions do more than simplify the transaction process; they do some 'stalking' for you. It's true that mobile transactions are a superb gatherer of information. Merchants have access to what other products their customers are buying, how they are buying, where they are buying, etc.

Targeted, customised deals and offers are what will appeal to the most discerning of customers which is why both historical and predictive data analysis will pay off here. Deals are often time sensitive; therefore, mobile and digital technologies play a major role in the ability to reach customers quickly and without hassle.

While you may have a loyalty program in place, if it is not digital, it is not enough. Digital-based loyalty programs, incorporated into your existing IT infrastructure, will continue to generate the necessary data collection which you need to remain on top of a constantly changing market.

Launching a loyalty initiative may end up requiring you to make a decent investment - but rest assured that the ROI will be well worth the money spent. Consider testing your program on a small elite group. This will allow you to keep costs down while gathering intelligent statistics.