From click to connection: the role of technology in creating lifelong consumers
This article was created in partnership with Fetch
During Adweek’s webinar, From Clicks to Connection: Technology’s Role in Creating Lifelong Consumers, industry leaders explored how brands can use technology, AI and personalization to drive emotional connections, building community and creating lasting relationships.
Robin Wheeler, chief revenue officer at Fetch, kicked off the event by highlighting a recent success for the platform: crossing $1 billion in consumer rewards in 2024. She attributed this growth to the intuitive and fun user experience of Fetch, which helps them capture robust rewards and comprehensive data insights. “We make scanning receipts and collecting rewards so easy, so fun and so intuitive, and it’s competitive,” Wheeler explained. “Consumers scan 11 million receipts daily, which represents $179 billion per year. This activity gives us an unrivaled 360-degree view of the consumer, allowing brands to target consumers in highly relevant ways.
This holistic understanding of consumer behavior highlights the power of data-driven personalization to drive short-term engagement and loyalty. But, as Shiv Singh, co-founder of AI Trailblazers, pointed out, true loyalty requires looking beyond immediate wins. “Loyalty is a long-term game,” Singh said. “When I was at LendingTree, we did three-year projections on what we would get from our loyalty base. It is essential to anchor boards and CEOs in this mindset.
The role of emotional connection
Several panelists agreed that establishing an emotional connection is fundamental to loyalty. Grace Dolan, Chief Marketing Officer at GrandPad, explained how the company creates community for senior users through shared experiences. “We partnered with Delta to connect World War II veterans throughout the year,” she explained. “Loyalty is about creating irreplaceable benefits that resonate deeply with our audience. »
Christopher Nurko, global director of brand integrity and experience at DDB Worldwide, made the case for the power of shared stories in marketing. “When we talk about loyalty and personalization, it’s easy to forget that shared experiences bond us as human beings,” he said. “Brands that create shared stories are the ones that truly stand out. »
Personalization meets community
While AI and predictive analytics are essential tools for personalization, panelists emphasized the importance of moving beyond data-driven tactics. Ajit Sivadasan, president and global head of direct-to-consumer sales at Lenovo, emphasized the importance of building genuine relationships with customers, saying: “Loyalty programs should reward existing behaviors, not just incentivize them. » He added: “Creating quality products and experiences remains the cornerstone of lasting relationships. »
Robin Wheeler developed Fetch’s unique and personal approach to building its user community. “We have created a loyalty ecosystem where brands are at the center of the joy. Our platform connects the dots between consumer purchases, providing brands with accurate insights to drive both acquisition and retention,” she said. Wheeler also shared an example in which a CPG company used Fetch to expand its portfolio reach: “The average shopper purchased three brands, but under our “club” loyalty program, they purchased seven. “
Looking to the future
As technology evolves, brands must balance high-tech tools with high-touch strategies. “Relevance and resonance are key,” said Melissa Berger, chief solutions officer at Digitas. “It’s not enough to be relevant to a thousand microsegments. Brands also need to create emotional moments that resonate and keep customers coming back.
Fetch’s vision for 2025 reflects this approach by focusing on creating more ways to reward consumers for their interactions with brands, going beyond purchases to include other meaningful engagements. “We aspire to become the global rewards platform, going beyond purchases to rewarding time spent with brands,” Wheeler said. “Whether it’s streaming content, going to the vet or seeing a doctor, we’re exploring every way to deliver value to consumers and brands.”
Ultimately, the panelists agreed that successful loyalty strategies rely on a holistic approach: using technology for precise targeting, storytelling to build emotional connections, and building community to create experiences. shared. “It’s about investing in relationships,” Singh concluded. “The best brands consistently meet customer needs, earn trust and inspire satisfaction. »
