One of the primary goals for a loyalty program is to not only build engagement with a brand’s customers, but to develop an emotional connection between their members and their brand. For Audience Rewards, this latter aim is perhaps a lot less daunting a task to pull off than it is for many others in the loyalty space.
As the official rewards program for Broadway, Audience Rewards is not connecting customers to a single brand, but rather an ecosystem of individual Broadway shows that are each its own business with its own producer. There are also multiple companies that own the physical theater buildings—and those theater owners were the ones responsible for creating Audience Rewards back in 2008.
Although serving an ecosystem of different stakeholders and businesses is arguably more complex than connecting consumers to one brand, Katie Dalton, President of Audience Rewards, notes that when it comes to building emotional loyalty, it is in a more favorable position than many other rewards programs.
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