Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities

This study identifies a paradigm shift in loyalty programme thinking and the additional benefits they may provide due to technological advancements, particularly in B2B marketing. Pull strategies like this are typical in consumer markets, but in supply chains, push tactics are usually deployed to promote brands and manage channel relationships. Data transparency and channel power from digital channel loyalty programmes have made them viable for manufacturers. We aim to identify these opportunities in detail.