<p>参与度是零售可衡量增长的关键驱动因素。忠诚度计划不再仅仅是打卡和盖章，而是成为客户个人设备日常生活中不可或缺的一部分。</p>
<p>64% 的消费者更有可能在参与忠诚度计划或订阅的情况下与品牌消费（SAP Emarsys，2025），如今，品牌意识到拥有忠诚度计划和移动应用的重要性，以保持与客户的联系。然而，挑战不仅仅在于拥有一个被动的数字忠诚度计划。许多品牌在创建有意义的参与循环或真正的品牌价值方面面临困难。</p>
<p>通过应用程序或更传统的实体卡提供，这些计划依赖消费者主动行动，而没有鼓励或即时奖励。这些应用程序未能维持长期用户兴趣，这可能导致低参与度和令人失望的回报。大多数零售应用程序变成了 “鬼城”，因为它们缺乏持续的激励和吸引人的内容，无法激励用户主动定期返回并建立基于即时奖励的习惯循环，这种奖励可能是情感上的，而非财务上的。</p>
<h3><strong>一次性福利的陷阱</strong></h3>
<p>零售商过于依赖通过二维码或一次性折扣码提供的单次使用福利来推动采用。没有建立持续的参与循环，这些一次性激励显得交易性。虽然这是吸引客户进店的好方法，但却未能让他们在长期内感到被重视。</p>
<p>当忠诚度仅仅意味着出示折扣码时，它并不会影响决策或建立持久的关系。真正的挑战在于超越一次性激励，建立奖励系统，为客户提供持续回归的理由，建立忠诚度，并在他们想要购买之外与品牌互动的理由。</p>
<h3><strong>设计习惯和社交参与</strong></h3>
<p>为了促进与客户的有效重复参与，结合习惯循环与社交线索、竞争和认可至关重要。通过超越简单的交易性忠诚，提升应用程序的活跃度，创建一个互动的、社会强化的系统。</p>
<p>实现这一目标的一种方法是让用户的行为对其他人可见，内置社交元素。无论是通过客户排行榜、社交证明还是显示朋友行为的通知，这些都作为参与的触发器，激励定期重复的行为和强烈的归属感。</p>
<p>像扫描收据或完成日常任务这样平凡的事情也可以变得令人兴奋。每月排行榜可以推动活动的高峰，因为用户看到他们的朋友 “赚取” 奖励。这不仅能在短期内启动参与，还能建立长期的忠诚度和品牌认知。</p>
<h3><strong>建立激励阶梯和推荐引擎</strong></h3>
<p>86% 的消费者更信任来自朋友和家人的推荐，而不是广告，仅占 2%（Impact，2024），这使得社交证明和推荐计划成为强大的参与驱动因素。</p>
<p>这就是推荐的作用。不仅填补了客户漏斗，还在推荐人和被推荐人都能获得奖励时增强了品牌倡导。这一策略已被许多成功的零售商使用，从优衣库到 All Saints。</p>
<p>推荐之所以强大，是因为当客户推荐某人时，他们是在积极倡导品牌。这不仅增强了他们对品牌价值的理解，还使他们准备好解释品牌的重要性。</p>
<p>然而，至关重要的是，这一步推荐能够将新用户引入参与循环。赢得客户只是第一步；你希望他们参与、建立关系并留下来！</p>
<h3><strong>奖励游戏作为参与驱动因素</strong></h3>
<p>零售应用程序常常面临与购物周期、发薪日和假期相关的使用下降。奖励游戏可以作为参与的桥梁，通过有趣、低投入的活动促使客户返回应用程序，即使他们并不购物。预计到 2030 年，全球游戏用户数量将达到 30.4 亿（Statista，2025），显然有潜力利用熟悉的游戏机制来驱动留存和重复参与。</p>
<p>现代忠诚度建立在价值交换的基础上，购物者期望获得超出折扣的奖励。游戏可以提供愉快、透明的方式来获得福利。应用内游戏可以将零售应用程序从交易工具转变为娱乐伴侣，奖励用户的小动作，如每日登录或里程碑，以提升参与度和消费。这些参与循环使客户主动前往应用程序以获取娱乐，而不是仅在购物时，带来他们与品牌相关联的愉悦感——尤其是当他们因游戏而获得奖励时。</p>
<p>奖励游戏对于年轻购物者来说也是一个很好的机制，他们对现金返还的反应较弱，更喜欢游戏和社交功能，如顶级玩家的认可，增加了粘性。从礼品卡到 PayPal 支付的灵活奖励，建立信任并维持长期参与，零售商如 Sephora 和 Nike 成功地将游戏化融入以推动活动和忠诚度。</p>
<p>然而，并非所有用户的参与程度相同；逐步引入和教育游戏可以减轻反弹并保持积极的用户体验。奖励游戏是一个强大的持续工具，用于更深入、持续的零售应用参与，并可以帮助你的应用抵御自动卸载，但建议采取一种适度、主要是有机的方法来维持健康增长。</p>
<h3><strong>编排生命周期接触点</strong></h3>
<p>定期、多样化的接触点对维持参与至关重要。依赖单一的信息或优惠无法维持兴趣；关键在于新颖和新鲜。即使将优惠定位为 “买一送一” 与 “50% 折扣” 也会触及不同的客户心态，并能显著影响行为。</p>
<p>如果没有定期的内容更新——例如折扣、提醒或合作伙伴优惠——用户可能会失去兴趣并停止使用该应用。随着时间的推移，非活跃用户可能会被其设备操作系统自动卸载该应用，直到他们选择重新安装之前，你将无法重新吸引他们。及时推送新会员优惠、促销或游戏化内容的通知可以保持应用的相关性，并鼓励用户养成使用习惯。</p>
<p>像麦当劳的免费薯条星期五这样的经典例子，通过可预测的激励措施创造了习惯性的回访。</p>
<p>成功的生命周期管理结合了便利性、新颖性、个性化和时机，使应用成为客户日常生活的一部分，并推动使用。</p>
<h3><strong>零售业重要指标</strong></h3>
<p>了解什么能增加忠诚度至关重要。零售品牌必须衡量什么能形成习惯，从频率到推荐率、客户终身价值和首次奖励时间，并验证用户的兴趣。使用这些仪表板统计数据有助于迭代和改善用户引导和留存周期。客户与应用的互动越多，你的第一方数据就越丰富，这有助于你制定个性化的优惠和未来的活动。</p>
<h3><strong>持久的忠诚始于习惯</strong></h3>
<p>忠诚是一种系统，经过精心构建的有意义的持续互动循环，从第一天起就提供真实的价值。65% 的公司收入来自现有客户的重复业务，获取新客户的成本是留住现有客户的 5 到 25 倍（Sellers Commerce, 2025）。</p>
<p>虽然看起来可能令人畏惧，但通过正确的方法创建集成的数字忠诚计划是完全可实现的。花点时间审视你当前的忠诚计划：你是在奖励孤立的行为，还是设计了清晰的、重复的循环？在推出之前就嵌入习惯性互动的品牌，能够实现更强的留存、更深的客户关系和更丰富的第一方数据——为可持续增长奠定基础。</p>
<hr/>
<p><em>Marc Bearman 是一位长期的广告技术领导者，拥有扩展高影响力业务的成功记录——从在 EMEA 建立 Unity Ads 到领导 X 的 MoPub 完成 10 亿美元被 AppLovin 收购。他最近担任 Fetch Play 的游戏总经理，推动了整个投资组合的显著增长。现在在</em> <em>Mistplay</em> <em>担任忠诚解决方案总经理，Bearman 正在引领下一波产品创新，赋能出版商使用新的游戏和赚取工具，提升忠诚度和客户终身价值。</em></p>

<p>零售应用程序常常难以维持用户参与度，导致活动水平低下。虽然忠诚度计划至关重要，但许多品牌未能创建有意义的参与循环。一次性的优惠，如折扣码，并不能促进持久的关系。为了增强参与度，品牌应将习惯循环与社交元素结合起来，例如排行榜和推荐，这些都能鼓励持续互动。此外，融入游戏机制可以让用户因娱乐而不断回到应用程序，从而建立忠诚度并提升品牌价值。最终，现代忠诚度需要一种超越简单折扣的价值交换</p>

<p>Engagement is the key driver of measurable growth in retail. Loyalty programs are no longer punch cards and stamps and have become an integral part of everyday life on customers’ personal devices.</p>
<div class="lb-trans"><p>参与度是零售可衡量增长的关键驱动因素。忠诚度计划不再仅仅是打卡和盖章，而是成为客户个人设备日常生活中不可或缺的一部分。</p>
</div><p>64% of consumers are more likely to spend with a brand if they are part of a loyalty program or have a subscription (SAP Emarsys, 2025) and today, brands understand the importance of having a loyalty program and mobile app to keep their customers connected. However, the challenge lies beyond simply having a passive digital loyalty program in place. Many brands struggle to create meaningful engagement loops or real brand value.</p>
<div class="lb-trans"><p>64% 的消费者更有可能在参与忠诚度计划或订阅的情况下与品牌消费（SAP Emarsys，2025），如今，品牌意识到拥有忠诚度计划和移动应用的重要性，以保持与客户的联系。然而，挑战不仅仅在于拥有一个被动的数字忠诚度计划。许多品牌在创建有意义的参与循环或真正的品牌价值方面面临困难。</p>
</div><p>Delivered through apps, or more traditional physical cards, these programs rely on the consumer to act, without encouragement or immediate reward. These apps fail to maintain long-term user interest, which can mean low engagement and underwhelming returns. Most retail apps become ghost towns because they lack ongoing incentives and engaging content that motivate users to proactively return regularly and build habit loops, based on immediate reward which could be emotional, rather than financial.</p>
<div class="lb-trans"><p>通过应用程序或更传统的实体卡提供，这些计划依赖消费者主动行动，而没有鼓励或即时奖励。这些应用程序未能维持长期用户兴趣，这可能导致低参与度和令人失望的回报。大多数零售应用程序变成了 “鬼城”，因为它们缺乏持续的激励和吸引人的内容，无法激励用户主动定期返回并建立基于即时奖励的习惯循环，这种奖励可能是情感上的，而非财务上的。</p>
</div><h3><strong>The Pitfall of One-Off Perks</strong></h3>
<div class="lb-trans"><h3><strong>一次性福利的陷阱</strong></h3>
</div><p>Retailers rely too often on leading with single-use perks delivered as QR codes or single-use discount codes to drive adoption. Without establishing ongoing engagement loops, these one-off incentives feel transactional. Although it’s a great way to get customers in the door, it fails to make them feel valued over time.</p>
<div class="lb-trans"><p>零售商过于依赖通过二维码或一次性折扣码提供的单次使用福利来推动采用。没有建立持续的参与循环，这些一次性激励显得交易性。虽然这是吸引客户进店的好方法，但却未能让他们在长期内感到被重视。</p>
</div><p>When loyalty amounts to just presenting a code for a discount, it doesn’t influence decision-making or build lasting relationships. The real challenge lies in moving beyond single-use incentives and building reward systems that create ongoing reasons for your customers to return, build loyalty and a reason to engage with the brand outside the times they want to make a purchase.</p>
<div class="lb-trans"><p>当忠诚度仅仅意味着出示折扣码时，它并不会影响决策或建立持久的关系。真正的挑战在于超越一次性激励，建立奖励系统，为客户提供持续回归的理由，建立忠诚度，并在他们想要购买之外与品牌互动的理由。</p>
</div><h3><strong>Designing Habit and Social Engagement</strong></h3>
<div class="lb-trans"><h3><strong>设计习惯和社交参与</strong></h3>
</div><p>To promote effective repeat engagement with customers, it’s essential to combine habit loops with social cues, competition and recognition. Boost your app’s activity by going beyond simple transactional loyalty and create an interactive, socially reinforced system.</p>
<div class="lb-trans"><p>为了促进与客户的有效重复参与，结合习惯循环与社交线索、竞争和认可至关重要。通过超越简单的交易性忠诚，提升应用程序的活跃度，创建一个互动的、社会强化的系统。</p>
</div><p>One way to achieve this is by making your users’ behaviour visible to others, with built-in socialisation elements. Whether this is achieved by customer leaderboards, social proof or notifications that show your friends’ actions, these act as triggers for engagement, motivating regular, repeated actions and a strong sense of belonging.</p>
<div class="lb-trans"><p>实现这一目标的一种方法是让用户的行为对其他人可见，内置社交元素。无论是通过客户排行榜、社交证明还是显示朋友行为的通知，这些都作为参与的触发器，激励定期重复的行为和强烈的归属感。</p>
</div><p>Something as mundane as scanning receipts or completing everyday tasks can become exciting. Monthly leaderboards can drive spikes in activity as users see their friends ‘earning’ rewards. Not only does this kickstart engagement in the short term, but it also builds long-term loyalty and brand awareness.</p>
<div class="lb-trans"><p>像扫描收据或完成日常任务这样平凡的事情也可以变得令人兴奋。每月排行榜可以推动活动的高峰，因为用户看到他们的朋友 “赚取” 奖励。这不仅能在短期内启动参与，还能建立长期的忠诚度和品牌认知。</p>
</div><h3><strong>Building an Incentive Ladder and Referral Engines</strong></h3>
<div class="lb-trans"><h3><strong>建立激励阶梯和推荐引擎</strong></h3>
</div><p>86% of consumers trust recommendations from friends and family much more than ads, which make up only 2% (Impact, 2024), making social proof and referral programs powerful engagement drivers.</p>
<div class="lb-trans"><p>86% 的消费者更信任来自朋友和家人的推荐，而不是广告，仅占 2%（Impact，2024），这使得社交证明和推荐计划成为强大的参与驱动因素。</p>
</div><p>This is where referrals come in. Not only do they fill the customer funnel, but they also strengthen brand advocacy when both the referrer and referred can earn rewards. This tactic has been used by many successful retailers, from Uniqlo to All Saints.</p>
<div class="lb-trans"><p>这就是推荐的作用。不仅填补了客户漏斗，还在推荐人和被推荐人都能获得奖励时增强了品牌倡导。这一策略已被许多成功的零售商使用，从优衣库到 All Saints。</p>
</div><p>Referrals are powerful because when customers refer someone, they are actively advocating for the brand. This not only strengthens their own understanding of its value but prepares them to explain why the brand matters.</p>
<div class="lb-trans"><p>推荐之所以强大，是因为当客户推荐某人时，他们是在积极倡导品牌。这不仅增强了他们对品牌价值的理解，还使他们准备好解释品牌的重要性。</p>
</div><p>However, it is crucial that this referral step is bringing the new user into an engagement loop. Winning the customer is only the first step; you want them to engage, build a relationship, and stay!</p>
<div class="lb-trans"><p>然而，至关重要的是，这一步推荐能够将新用户引入参与循环。赢得客户只是第一步；你希望他们参与、建立关系并留下来！</p>
</div><h3><strong>Rewarded Gaming as an Engagement Driver</strong></h3>
<div class="lb-trans"><h3><strong>奖励游戏作为参与驱动因素</strong></h3>
</div><p>Retail apps often face usage dips linked to shopping cycles, paydays and holidays. Rewarded gaming can act as an engagement bridge, keeping customers returning to your app with fun, low-effort activities prompting users to open the app – even when they’re not shopping. With the number of global gaming users expected to reach 3.04 billion by 2030 (Statista, 2025), there’s clear potential to tap into familiar gaming mechanics that drive retention and repeat engagement.</p>
<div class="lb-trans"><p>零售应用程序常常面临与购物周期、发薪日和假期相关的使用下降。奖励游戏可以作为参与的桥梁，通过有趣、低投入的活动促使客户返回应用程序，即使他们并不购物。预计到 2030 年，全球游戏用户数量将达到 30.4 亿（Statista，2025），显然有潜力利用熟悉的游戏机制来驱动留存和重复参与。</p>
</div><p>Modern loyalty is built on a value exchange as shoppers expect rewards beyond discounts. Gaming can offer enjoyable, transparent ways to earn perks. In-app games can transform retail apps from transactional tools into entertaining companions, rewarding users for small actions like daily logins or milestones to boost engagement and spending. These engagement loops bring customers to the app proactively for entertainment, outside the times they want to shop, bringing them pleasure that they associate with your brand — even more so if they are being rewarded for their play.</p>
<div class="lb-trans"><p>现代忠诚度建立在价值交换的基础上，购物者期望获得超出折扣的奖励。游戏可以提供愉快、透明的方式来获得福利。应用内游戏可以将零售应用程序从交易工具转变为娱乐伴侣，奖励用户的小动作，如每日登录或里程碑，以提升参与度和消费。这些参与循环使客户主动前往应用程序以获取娱乐，而不是仅在购物时，带来他们与品牌相关联的愉悦感——尤其是当他们因游戏而获得奖励时。</p>
</div><p>Rewarded gaming also is a great mechanism with younger shoppers, who are less responsive to cashback and enjoy gaming and social features like top player recognition increasing stickiness. Flexible rewards, from gift cards to PayPal payouts, build trust and sustain long-term engagement, with retailers from Sephora to Nike successfully incorporating gamification to drive activity and loyalty.</p>
<div class="lb-trans"><p>奖励游戏对于年轻购物者来说也是一个很好的机制，他们对现金返还的反应较弱，更喜欢游戏和社交功能，如顶级玩家的认可，增加了粘性。从礼品卡到 PayPal 支付的灵活奖励，建立信任并维持长期参与，零售商如 Sephora 和 Nike 成功地将游戏化融入以推动活动和忠诚度。</p>
</div><p>However, not all users engage equally; a gradual introduction and education to gaming mitigates backlash and maintains positive user experiences. Rewarded gaming is a powerful ongoing tool for deeper, continuous retail app engagement and can help your app ward off automatic app offloads, but a measured, mostly organic approach is recommended to sustain healthy growth.</p>
<div class="lb-trans"><p>然而，并非所有用户的参与程度相同；逐步引入和教育游戏可以减轻反弹并保持积极的用户体验。奖励游戏是一个强大的持续工具，用于更深入、持续的零售应用参与，并可以帮助你的应用抵御自动卸载，但建议采取一种适度、主要是有机的方法来维持健康增长。</p>
</div><h3><strong>Choreographing Lifecycle Touch Points</strong></h3>
<div class="lb-trans"><h3><strong>编排生命周期接触点</strong></h3>
</div><p>Regular, varied touch points are crucial for sustaining engagement. Relying on a single message or offer won’t sustain interest; the key is novelty and freshness. Even positioning an offer as “buy one, get one” versus “50% off” taps into different customer mindsets and can influence behavior significantly.</p>
<div class="lb-trans"><p>定期、多样化的接触点对维持参与至关重要。依赖单一的信息或优惠无法维持兴趣；关键在于新颖和新鲜。即使将优惠定位为 “买一送一” 与 “50% 折扣” 也会触及不同的客户心态，并能显著影响行为。</p>
</div><p>Without regular content drops — such as discounts, reminders or partner offers — users are likely to lose interest and stop using the app. Over time, inactive users may have the app automatically offloaded by their device operating system, leaving you with no way to re-engage them until they choose to reinstall. Well-timed push notifications for new member offers, promotions or gamified content keep the app relevant and encourage habitual use.</p>
<div class="lb-trans"><p>如果没有定期的内容更新——例如折扣、提醒或合作伙伴优惠——用户可能会失去兴趣并停止使用该应用。随着时间的推移，非活跃用户可能会被其设备操作系统自动卸载该应用，直到他们选择重新安装之前，你将无法重新吸引他们。及时推送新会员优惠、促销或游戏化内容的通知可以保持应用的相关性，并鼓励用户养成使用习惯。</p>
</div><p>Classic examples like McDonald’s Free Fries Friday create habitual return visits through predictable incentives.</p>
<div class="lb-trans"><p>像麦当劳的免费薯条星期五这样的经典例子，通过可预测的激励措施创造了习惯性的回访。</p>
</div><p>Successful lifecycle management blends convenience, novelty, personalization and timing to make the app a consistent part of the customer’s routine and drive usage.</p>
<div class="lb-trans"><p>成功的生命周期管理结合了便利性、新颖性、个性化和时机，使应用成为客户日常生活的一部分，并推动使用。</p>
</div><h3><strong>Metrics that Matter for Retail</strong></h3>
<div class="lb-trans"><h3><strong>零售业重要指标</strong></h3>
</div><p>Understanding what increases loyalty is crucial. Retail brands must measure what creates habits, from frequency to referral rate, lifetime value and time-to-first reward, and validate that their users are interested. Using these dashboard stats helps to iterate and improve onboarding and retention cycles. The more customers engage with your app, the richer your first-party data, which helps you to inform personalized offers and future campaigns.</p>
<div class="lb-trans"><p>了解什么能增加忠诚度至关重要。零售品牌必须衡量什么能形成习惯，从频率到推荐率、客户终身价值和首次奖励时间，并验证用户的兴趣。使用这些仪表板统计数据有助于迭代和改善用户引导和留存周期。客户与应用的互动越多，你的第一方数据就越丰富，这有助于你制定个性化的优惠和未来的活动。</p>
</div><h3><strong>Durable Loyalty Starts with Habit</strong></h3>
<div class="lb-trans"><h3><strong>持久的忠诚始于习惯</strong></h3>
</div><p>Loyalty is a system, built carefully on meaningful, ongoing engagement loops that deliver real value from day one. 65% of a company’s revenue comes from the repeat business of existing customers, and it’s 5X-25X more expensive to acquire a new customer than to keep an existing one (Sellers Commerce, 2025).</p>
<div class="lb-trans"><p>忠诚是一种系统，经过精心构建的有意义的持续互动循环，从第一天起就提供真实的价值。65% 的公司收入来自现有客户的重复业务，获取新客户的成本是留住现有客户的 5 到 25 倍（Sellers Commerce, 2025）。</p>
</div><p>While it might appear daunting, with the right approach creating integrated digital loyalty programs is completely achievable. Take a moment to review your current loyalty programs: Are you rewarding isolated actions or have you designed clear, recurring loops? Brands that embed habitual engagement before launch see stronger retention, deeper customer relationships and richer first-party data — setting the foundation for sustainable growth.</p>
<div class="lb-trans"><p>虽然看起来可能令人畏惧，但通过正确的方法创建集成的数字忠诚计划是完全可实现的。花点时间审视你当前的忠诚计划：你是在奖励孤立的行为，还是设计了清晰的、重复的循环？在推出之前就嵌入习惯性互动的品牌，能够实现更强的留存、更深的客户关系和更丰富的第一方数据——为可持续增长奠定基础。</p>
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<div class="lb-trans"><hr/>
</div><p><em>Marc Bearman is a longtime ad tech leader with a track record of scaling high-impact businesses — from building Unity Ads in EMEA to leading X’s MoPub through its $1B acquisition by AppLovin. He most recently served as GM of Gaming at Fetch Play, where he drove significant growth across the portfolio. Now at</em> <em>Mistplay</em> <em>as GM, Loyalty Solutions, Bearman is steering the next wave of product innovation, empowering publishers with new play-and-earn tools that elevate loyalty and LTV.</em></p>
<div class="lb-trans"><p><em>Marc Bearman 是一位长期的广告技术领导者，拥有扩展高影响力业务的成功记录——从在 EMEA 建立 Unity Ads 到领导 X 的 MoPub 完成 10 亿美元被 AppLovin 收购。他最近担任 Fetch Play 的游戏总经理，推动了整个投资组合的显著增长。现在在</em> <em>Mistplay</em> <em>担任忠诚解决方案总经理，Bearman 正在引领下一波产品创新，赋能出版商使用新的游戏和赚取工具，提升忠诚度和客户终身价值。</em></p>
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为什么大多数零售应用程序会变成无人问津的鬼城