Digital and loyalty: new campaigns for current shoppers and retailers

Current competitive landscape transformation is leading retailers into a phase where market pressures and customer expectations are combining to redefine loyalty. Squeezed margins, rising costs, and staff shortages are prompting retailers to rethink how they measure the success of their loyalty initiatives. Traditional KPIs, such as average basket size and visit frequency, are now joined by new metrics, such as loyalty card scan rates, app adoption, CRM data collection, and retail media monetization. This shift reflects a redefinition of the concept of loyalty: from a cost center based on discounts that erode margins, loyalty is transforming into a strategic profit driver capable of unlocking new revenue streams through data, digital engagement, and social media activation. At the same time, shoppers expect seamless and personalized experiences at every touchpoint, whether through apps, online, or at checkout. Shoppers expect recognition and immediate responsiveness from retailers, and are quick to disengage from static or generic loyalty programs that fail to prioritize the shopper’s experience. This convergence of pressures and expectations is transforming loyalty: from fixed schemes to dynamic, data-driven ecosystems that connect retail operations, customer engagement, and monetization channels. To manage this complexity, TCC has evolved its omnichannel framework from a concept into a practical engine for growth. In this chapter, we show how principles rooted in behavioral economics, performance marketing, and digital engagement translate into omnichannel campaigns. All the cases described are real; the names of retailers and partners have been anonymized to protect confidentiality and replaced with their respective geographic regions. This contribution aims to highlight the objectives, omnichannel mechanics, and measurement approach that link engagement to loyalty and commercial KPIs. Together, these business cases demonstrate how TCC’s proposed omnichannel framework adapts to different formats, categories, and levels of maturity.