Any company or brand with a presence on the international market is aware of the value of having a recognised brand image. Contrarily, the company’s operations in a certain area should be in line with the norms and demands of that audience. The same is true for loyalty programmes: maximising interest and participation requires adapting offers, advertising, and even the loyalty logic underlying the programme to the preferences of local customers. And to accomplish this, businesses don’t need to create unique reward programmes for each nation because of the capabilities of multi-country loyalty programme technology.

Regional Loyalty Experience with Personalization

Region-specific marketing is a concept that scarcely needs an introduction. Businesses like Dolce & Gabbana discovered the hard way that jokes and ideas that resonate in one culture can be viewed as an insult in another. Fortunately, loyalty programmes rarely make such a stir, but you must still take specific groups’ preferences into account. For instance, the use of tiered programmes has become widespread enough in Asian nations to be regarded as the norm. Therefore, you will have a significant disadvantage if you want to enter that particular market with a reward system that lacks tiers.

Decentralize or centralise government? The Issue Is This

Multi-country loyalty programmes are best described as a tool for tailoring the loyalty experience for an entire country, not just a small client subset. Businesses must choose between a centralised and a decentralised strategy when managing a loyalty programme across various nations.

One loyalty management team oversees all geographic areas through one central interface in a consolidated programme design. The underlying loyalty logic across all markets is quite similar to fit the workload. With only a few adjustments for each regional programme, this offers a largely consistent experience. Additionally, it gives the user more overall control over the program’s overall appearance and feel.

Due to the decentralised structure, each market’s loyalty programme can be run in accordance with its own needs. In this instance, the program’s fundamental logic varies significantly by market. As a result, marketers can more easily customise the experience. However, as time goes on, managing all the numerous programme versions may demand more time, effort, and resources.

Nothing is impossible when the right technology is used.

When it comes to serving diverse communities from various regions, multi-country loyalty programmes are incredibly effective tools. No matter if you go for a centralised or decentralised method, the management procedure will be simple and easy to follow because the underlying loyalty technology is the same. Strong multi-country loyalty capabilities therefore result in a shorter time to market for new countries and a quicker time to value for ongoing operations.

Are you prepared to talk about the specifics of managing multi-country loyalty programmes? The team of loyalty specialists at Antavo is prepared to start a conversation with you. Send us an RFP if you’d like to witness our technology in action or schedule a demo.

Choosing the appropriate incentives is only half the battle in customer retention, therefore here is an ebook about all the possible award categories for the second stage of your multi-country loyalty programme concept.