Each year, brands from across the U.S. and around the world vie for the Loyalty Awards. To win one of these coveted awards, brands must excel at maintaining brand loyalty and keeping consumers engaged in an ever more competitive landscape.
 
The awards this year feature nominees that are leading the way in loyalty on several fronts. Among these innovators is Dell Inc., the global computer tech giant that started in 1984 in a college dorm room. Today, the company is an industry leader and seeks to further solidify that place through brand loyalty. They are well on their way, having been nominated in the Loyalty or Reward Program Category, Customer Experience & Engagement Category, as well as the Creative Campaign Category.

Dell is unique in that unlike most of its competitors, it offers a consumer and small business-facing loyalty program. “You will see it on the retail sides but not on the manufacturer’s side,” says Allison Sereno, Global Loyalty Manager for Dell.” We actually have a component within our program where if a customer comes and purchases online or through our offline sales queue, they can earn rewards.” Customers can also purchase at retail and still join Dell Advantage.

Through a variety of feedback channels including social media and focus groups, Dell has managed to create an easy-to-understand program that has increased sales. Not satisfied with its initial success, though, Dell continuously seeks ways to improve the program through the very means that got them to this position as a leader in loyalty marketing.

“We have a very unique case,” Ryan Massimo, Director of Customer Strategy and Loyalty, told Loyalty360. “We have lower purchase frequency, vast numbers of customers, and we span from consumer to small business to commercial side so we have a very complex case. But the way that you tackle that complex case is by listening to what the customer needs. That is exactly what we did. We listened to what the customer needed and we built a program that was all around the customer and we have seen tremendous results.”

The 2016 Loyalty Awards will take place at this year’s Loyalty Expo, May 24-26, at the DoubleTree Universal Orlando in Orlando, Florida.