Talon.One insights — from the delivery.

Omnichannel Excellence: How Promotion and Loyalty Strategies Turn Cost Centers into Revenue Drivers

Omnichannel strategies are no longer a CX add-on — they are a fundamental driver of growth, profitability, and differentiation. A Harvard Business Review study of 46,000 shoppers found that 73% of customers use multiple channels — and measurably spend more than single-channel buyers. According to McKinsey, companies that master personalization generate 40% more revenue from these activities than the average. Businesses that still treat loyalty and promotions as cost centers are missing the chance to turn them into revenue engines.

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The Incentive-Paradox: Why 77% of Executives See Loyalty as a Top Priority — but Only 49% Rate Their Programs as Effective

Loyalty has made it to the C-suite. According to a study by Harvard Business Review Analytic Services and Talon.One, 77% of executives view loyalty programs as a strategic C-level priority, with promotions and discounts close behind at 71%. But look beneath those numbers and a significant execution gap emerges: only 49% rate their current programs as effective.

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Gen Z as a Game-Changer in Loyalty: Why Traditional Loyalty Programs Fail and How Purpose-Driven Brands Are Winning Over the Next Generation of Consumers

By 2030, Gen Z's global purchasing power will reach around $12 trillion, according to NielsenIQ and World Data Lab — making it the world's most financially powerful consumer group. But Gen Z isn't a traditional consumer: 73% are willing to pay more for sustainable products, yet only 36% feel any connection to a brand at all. Loyalty here isn't built through points — it's built through purpose, and through technology that keeps pace.

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