A relationship program is a tool designed to improve customer relationships and loyalty by emphasizing interaction. It can take different forms depending on its context. A distinction is generally made between “qualitative” relationship programs, which focus on developing strong relationships and emotional attachment to the brand, and “quantitative” programs, such as loyalty programs offering rewards in points or cashback, which are more transaction-oriented. The use of the term “relationship program” generally implies that it goes beyond simply distributing points or benefits, incorporating relational elements such as newsletters, information or advisory services, exchanges between members, and customer engagement.
Historically centered on paper-based media (mail and other materials), relationship programs now widely leverage digital channels, and many have their own mobile applications. Notable examples include Danone’s DanOn loyalty program, which had 1.3 million active members at the beginning of 2017; Nivea’s relationship marketing program, which combines content, services, and rewards; and Henkel’s loyalty program, illustrated by an interesting video testimonial. Canal+’s “qualitative” loyalty program can also be cited as a significant example in this area.
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