White paper

You are expected to revamp a strategy, or build a new one, at a time when everyone is being asked to do more with less. Budgets are under pressure, teams are stretched, and the commercial expectations are anything but modest. You are still expected to increase repeat purchases, improve retention, strengthen customer value, and make your communication more relevant across campaigns, journeys, and channels. On top of that comes the AI question. Whether you are newly hired into the role or already well established in it, you will be asked what you think about AI, where it fits, and how it should influence your CRM and loyalty strategy. That is a fair question, but it is also a dangerous one if it comes too early. AI should not be treated as a strategy in itself; it should be applied where it can strengthen the right parts of the strategy, from insight generation and content production to orchestration, efficiency, and decision-making. Recent loyalty and martech research makes that very clear: the opportunity is real, but so are the gaps in data, analysis, operating models, and execution. That is the reason for this white paper. We have asked Rasmus Houlind – Agillic’s in-house thought leader – to build a practical guide for commerce leaders working with loyalty, CRM, and personalisation. It draws on some of the strongest reports and best-practice sources in the field, as well as the frameworks from his book ‘Hello $Firstname’, where the goal is to create a clearer language and a more practical structure for making personalisation work in real life. This white paper is not meant to answer every question for you. Instead, it is designed to help you ask the right questions in the right order, identify where your real bottleneck sits, and point you towards the tools, frameworks, and resources that can help you and your team find the answers. We hope you will enjoy the read and find the white paper useful.