Brierley Recognized as a Loyalty Management Service Provider in Gartner’s Market Guide for Loyalty Management

Brierley, a leading customer data and engagement platform, announced it was recognized in Gartner’s July 2020 Market Guide for Loyalty Management as a loyalty management service provider (LMSP).

According to Gartner, “Industries that have long depended on loyalty initiatives — such as retail, and travel and hospitality — are adapting to disruptive entrants able to entice consumers in other ways. Points and rewards alone cannot deliver true customer loyalty in the absence of great customer experience, product quality and data-driven agility.”

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Brierley is included in the Market Guide for Loyalty Management as a Loyalty management service providers (LMSP). With 35 years of loyalty experience in a variety of industry verticals, we bring an expertise that allows companies to evolve their loyalty solutions over time to stay ahead of the curve. We offer our powerful technology and services on a need basis so that brands can select the parts and pieces they need to support traditional or non-traditional customer loyalty and experience goals.

“Younger consumers especially show heightened interest in receiving personalized offers, recognition and insights into their own behavior from brands; all require robust access to customer data and a means of connection to consumers that loyalty programs provide,” says Gartner in the report. Contrarily, they find that “By 2025, 80% of marketers who have invested in personalization will abandon their efforts due to lack of ROI, the perils of customer data management or both.” The disconnect between customer wants and the actions of marketers can be attributed to difficulty measuring personalization efforts. “While merging loyalty data and technology makes it easier to personalize experiences, personalization investments that do not directly tie to digital commerce are difficult and costly to measure,” Gartner explains.

Brierley can address all these concerns. Our proprietary platform LoyaltyOnDemand® gives marketers the ability to offer an almost unlimited number of earning and redeeming behaviors. Brierley’s F.A.S.T. Track Consulting allows clients to bundle any of our 22 modules to build a complete solution that delivers rapid insights, makes substantial impacts, and increases revenue. Finally, the Brierley Loyalty Quotient (BLQ) is our proprietary methodology we built to help brands measure and analyze a full picture of true customer loyalty, both rational and emotional.

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“With over 35 years of delivering differentiated loyalty and customer engagement solutions for global brands, Brierley brings the experience and expertise to architect solutions that motivate the right customer behaviors while driving incremental revenue for our brands,” said John Pedini, CMO of Brierley. “The loyalty market is more diverse than ever, and brands have an ever-growing list of provider options; however, a growing part of Brierley’s business is helping brands fix ineffective and unprofitable loyalty programs. At Brierley, we understand that every brand is unique, and those customer relationships require more than off-the-shelf technology solutions that run the risk of driving dilution and millions in lost profit. At Brierley, we’ve built a loyalty platform with the scale and flexibility to run global enterprise programs. Brands get all the benefits of our 35-year history with the guidance of our proven consulting and customer engagement professionals that consistently leads to programs that are uniquely engaging to members while driving the strategic business goals for our clients.”

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