Trying to build a retail media business without a loyalty programme? Good luck.
No clean data. No closed-loop reporting. No meaningful way to personalise or prove ROI. You’re selling media based on guesswork – while your competitors are selling it based on shopper behaviour, basket impact, and actual outcomes.
Loyalty isn’t just about points or perks – it’s your richest source of first-party data. And without it, you’re missing the signals that power next-best-offers, real-time targeting, and inventory-aware ads. The result? Fragmented campaigns, wasted impressions, and media teams stuck trying to stitch together insights from siloed systems.
Retail media depends on precision. Precision depends on data. And that data starts with loyalty.
Loyalty = First-Party Data Gold
With privacy regulations like GDPR and the demise of third‑party cookies, first‑party data has become retail’s most valuable currency. A robust loyalty programme directly captures high-quality data – purchase history, preferences, frequency – that fuels personalisation, targeting, and campaign performance.
Loyalty Fuels a Flywheel: Personalisation → Engagement → Media Revenue
Leading retailers are using the loyalty–personalisation – retail media cycle as a powerful growth engine. Loyalty programmes drive richer personalisation; that improves the customer experience; and greater engagement increases the value of ad inventory to brands – kicking the cycle off again.
High-Margin retail media depends on loyalty. Retail media isn’t just a channel – it’s a revenue stream, often with margins between 20–90%. Its foundation? Reliable, privacy-compliant, closed‑loop data – supplied by a modern loyalty programme.
Turn Loyalty into Your Retail Media Power Source
Salesforce provides a powerful loyalty management platform to align loyalty, customer experience, and retail media:
🎯 Targeted Upsell Campaigns: Trigger product recommendations based on a customer’s loyalty tier or spend history – served via email, app or on-site ads. Loyalty data ensures every interaction builds value and insight, which media teams can monetise.
🏅 Gamified Journeys: Encourage visits, repeat purchases or social actions with milestone rewards. Campaigns become more relevant, while the loyalty engine provides deeper segmentation for media partners.
📊 Insight-Driven Monetisation: It’s not just about clean data – it’s about active engagement. Package anonymised insights from AAAA audiences (Addressable, Authenticated, Approved, and Active) for suppliers – segmented by loyalty tier, purchase frequency, or channel preference. This ensures brands receive meaningful, consented signals, and retailers unlock media-ready assets that drive real revenue, not dormant data.
Ignore Loyalty, and Lose More Than Just Data.
Retail media isn’t slowing down – but its real power lies in what many retailers still overlook: loyalty.
Get it right, and you unlock clean, consented data that fuels personalisation, drives engagement, and turns media into a high-margin growth engine.
Get it wrong – or worse, ignore it – and you lose more than performance. You lose customers.
Because without a connected loyalty strategy, shoppers are treated like strangers. Offers miss the mark. Ads feel intrusive. Journeys fall flat. And that one bad experience? It’s enough for a customer to leave – often for good.
Salesforce Loyalty Management gives retailers the infrastructure to turn loyalty into a strategic asset. Not just for retention, but for revenue. Not just for offers, but for orchestration – connecting data, journeys, and media performance in real time.
At mediaNXT by Trigg, we help retailers do just that. From implementation and segmentation to automation and activation, we connect the dots between loyalty, media, service, and your bottom line – turning data into outcomes.
So whether you’re launching a Retail Media Network or scaling one, now’s the time to stop treating loyalty as an afterthought – and start using it to protect your brand, your margins, and your customers.
Ready to build a retail experience that actually connects? Let’s talk today.
