Tom Caporaso

The connection of an advanced loyalty program can woo consumers, even in a case where the merchant's products may cost more, says Clarus Commerce's Tom Caparaso.

Premium loyalty is about brands and customers committing to each other from the start. It’s about brands aligning with their customers and giving upfront, according to Tom Caporaso, CEO of Clarus Commerce.

Emotional connections can make a difference when consumers have many different ways to shop and pay, according to Tom Caporaso, CEO of Clarus Commerce.

By bringing Prime benefits to the movie industry, through discounts or a MoviePass/subscription-based model, Amazon could entice even more users to its loyalty program, writes Tom Caporaso, CEO of Clarus Commerce.

Consumers are already in shopping mode, so retailers that focus on personalized and targeted offerings, and promotional campaigns around Prime Day can all reap the rewards of the Prime Day halo effect, according to Tom Caporaso, CEO of Clarus Commerce.

For Whole Foods, the potential to tap into the sheer volume of new customers via the Amazon Prime premium loyalty program is unprecedented, writes Tom Caporaso, CEO of Clarus Commerce.

The core strategy of Amazon has always been to listen to customer pain points and add valuable benefits over time. It’s how the company disrupted the retail industry. Now it’s time for grocery, writes Tom Caporaso, CEO of Clarus Commerce.

Loyalty programs should enhance your brand through all your customer-facing marketing. Macy’s Star Rewards is all over their social media, stores and supporting materials. Plenti doesn’t say anything about the Macy’s brand. It only enhances the Plenti brand, writes Tom Caporaso, CEO of Clarus Commerce.

Grocery has been in Amazon’s sites for years. It’s very appealing because shopping volume and frequency is high, but the margins are low, and the logistics are difficult because of spoilage, writes Tom Caporaso, CEO of Clarus Commerce.

That’s because transaction-based loyalty programs that focus on discounting simply train customers to wait for coupons and incentives, writes Tom Caporaso, CEO of Clarus Commerce.