E-Wallet Loyalty Programs as a Strategic Marketing Tool: A Managerial Viewpoint

A Managerial Viewpoint

Abstract

With an emphasis on managerial viewpoints regarding the planning, execution, and assessment of loyalty program efficacy, this study attempts to examine loyalty program tactics in the digital wallet sector. Due to fierce competition and the sharp rise in digital wallet usage, particularly in Indonesia, businesses find it difficult to retain customers. Semi-structured interviews with marketing managers and loyalty program strategists from top digital wallet businesses were used in this qualitative study. The findings demonstrate that in order to improve long-term customer retention, successful loyalty programs incorporate tiered incentives, gamification, and personalised rewards. Technical difficulties like data consistency across platforms and working with outside partners, however, continue to be major obstacles. The study also outlines new trends that could enhance user experience and integration, like blockchain technology, AI-based predictive modelling, and cross-platform loyalty programs. In an increasingly competitive digital economy, well-designed loyalty programs are anticipated to boost corporate growth and fortify relationships with customers.