The removal of cookies from Google and other platforms in 2024 is setting the stage for loyalty programs to be the new customer tracking tool.

In the wake of the removal of cookies from major platforms like Google in 2024, businesses are scrambling to find alternative methods to track and engage with customers online.

Loyalty programs have emerged as the new go-to tool for brands, offering a personalised and effective way to connect with consumers in the absence of traditional tracking mechanisms.

These new programs are undergoing a significant technological revolution, with retailers leveraging these programs to not only replace the functionalities of cookies but also to enhance their engagement capabilities in the ever-evolving digital marketplace.

Loyalty programs offer a personalised experience, allowing retailers to gather valuable data and tailor their marketing strategies based on individual customer preferences.

While these programs offer a promising alternative to cookies, a critical issue arises with low customer engagement. Up to 80% of customers fail to utilise their loyalty cards, both online and in-store.

Jodie Wilson, co-founder and Director from Elevate Loyalty, shares her key insights into the field of loyalty programs.