Customer loyalty platform

Boost conversions and attract and retain customers with an engaging loyalty program. Untap marketing productivity and the efficiency of your customer support agents by using a business portal.

How does our customer loyalty platform work?

Customer loyalty engagement may be different for different companies but there are some key commonalities. Besides the fact that customers expect a rich set of digital loyalty capabilities enhanced with gamification, loyalty platforms should have enough flexibility and variability to engage with the customer at any point in their shopping experience. They also need to have easy-to-understand rules around earning points and using rewards, while protecting companies from loyalty fraud. The final piece of the puzzle is to provide a rich marketing user experience and efficient customer support portals.

How does our customer loyalty platform work?

To provide a high-quality customer experience, we design loyalty platforms to be tightly integrated with the rest of the digital customer experience platform, a customer 360 platform, and an analytics ecosystem. We focus on making the loyalty experience reflect the specifics of each company, relying on composable commerce and unified commerce design principles. Microservices architecture and bespoke functionality enable efficient integration, high data quality, and real-time business intelligence and reporting, while the cloud deployment model facilitates high speed to market, scalability, and cost-efficiency.

Customer Channel Engagement Points Rewards & tiers
While traditional retailers may have only one type of customer, companies with mixed B2B and B2C business models may need to support other customer profiles such as office buyers or distribution companies. Modern loyalty platforms should support engagement options other than just placing orders. These options may include reacting to campaigns, inviting friends, sharing on social media, writing reviews, and buying for companies. Omnichannel engagement requires a seamless customer experience across digital and offline channels including web, conversational, chatbots, mobile apps, stores, branches, and customer support agents. Correct calculation of points and rewards is crucial for the best customer experience. At the same time, companies should be protected from loyalty fraud via the accurate calculation of rewards. While some companies may stick with a basic tier and reward structure, others may want to rethink it completely. An example of this functionality may be joining points and rewards into virtual “dollars” that customers can spend on future purchases.


Compelling digital customer loyalty programs are critical for modern businesses, from retail and restaurants to CPGs, banking, and insurance. The fast pace of technology development and the wider competitive environment necessitate great flexibility and high speed of innovation. Grid Dynamics brings years of experience in building loyalty platforms that accelerate innovation and increase customer lifetime value.

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Most retailers already have some type of customer loyalty program running on a 3rd party platform. Unfortunately, the market for loyalty solutions is filled with platforms that provide only basic features, lack flexibility, and offer few customization or innovation opportunities.
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Task number 1 today is to retain your existing customers while trying to establish relationships with new customers. In this article, we’ll explore the most popular types of loyalty programs in detail, showing you what they are, how they work, and how to build one.
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Building a next best action model using reinforcement learning
In this article, we discuss how traditional targeting and personalization models such as look-alike and collaborative filtering can be combined with reinforcement learning to optimize multi-step marketing action policies (aka Next Best Action policies). These techniques can be applied to various business problems such as customer retention, customer experience optimization, and promotion targeting.
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