The cover image of Antavo’s press release on partnership with Acxiom and MullenLowe Profero

Acxiom, MullenLowe Profero and Antavo partnered together to offer next-gen loyalty programs

June 29, 2021

Today Acxiom and MullenLowe Profero extend their global FUSE proposition announced earlier this year, to bring loyalty services to their clients and the markets they operate in. As part of these loyalty services, they have partnered with provider Antavo, a recognized global leader in pure-play customer loyalty program technology. The three companies offer UK brands and retailers loyalty program strategy, design and execution services with Antavo providing technology that is directly integrated with existing marketing ecosystems. The powerful combination provides each partner with a powerful solution for clients.

The economic impacts of the pandemic have seen brands and retailers pushed to do more with the data they have and develop customer loyalty across several different touchpoints, given physical locations have largely been closed. Loyalty programs today often fall flat because of disorganized and unconnected customer data. Blanket discounting and ‘earn and burn’ measures have become commonplace, but not every customer is motivated through financial means. Loyalty programs must become sophisticated enough to recognize their true needs, and build long-lasting trust by engaging members through the whole customer lifecycle.

The partnership between the three companies sees MullenLowe Profero responsible for the design concept, Acxiom providing the customer intelligence and integration services, and Antavo delivering the underlying technology of loyalty programs for brands. Combining the expertise of these three companies gives marketers the opportunity to offer more tailored and personalized incentives that closely align with customer preferences and needs.

“Collaborating with MullenLowe Profero and Acxiom gives brands and retailers around the globe an entirely customizable loyalty program solution that works across platforms, devices, and locations,” Sheila Power, VP of UK & North America at Antavo. “Customer loyalty is no longer just about detecting and calculating basket and purchase sizes. Non-transactional activities, like referring friends, bringing back used items for recycling and even working out can all be rewarded to build brand love – and any loyalty program should be able to recognize and accommodate these.”

Dean Lanzman, Head of Data at MullenLowe Profero, said “Bringing our combined expertise together offers our customers a huge opportunity to supercharge their existing loyalty programs. With our customer experience and creative expertise, we are able to offer completely tailored solutions to meet the needs of all kinds of industry verticals, and help brands keep their customers coming back.“

Jason Skelton, Platform Alliances Lead at Acxiom, said “Our customers receive an immense amount of specialist expertise and technology capability as a result of this partnership. Acxiom’s strengths in customer intelligence and marketing technology complement the loyalty technology that Antavo brings to the fore. Combined with the conceptual thinking and experience design offered by MullenLowe Profero, this makes for an extremely compelling solution for our customers.”

About Acxiom

Acxiom is a customer intelligence company that provides data-driven solutions to enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data management, identity, and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies (IPG). For more information, visit acxiom.com.

About MullenLowe Profero

MullenLowe Profero is a global customer experience agency that builds brands through digital experiences. Our purpose is to make every experience the best expression of the brand, through digital content, digital platforms and CRM. MullenLowe Profero is recognized as one of the leading customer experience agencies by Forrester and is part of the MullenLowe Group, a creatively driven integrated marketing communications network present in more than 65 markets. MullenLowe Group is consistently ranked among the most awarded creative and effective agency networks in the world and is part of The Interpublic Group of Companies (IPG). For more information, visit mullenloweprofero.com.

About Antavo

Antavo is a pure-play loyalty technology provider that builds comprehensive loyalty programs to foster brand love and change customer behavior for brands, retailers, and shopping malls. With a scalable and holistic loyalty logic, Antavo supercharges the marketing strategy of omnichannel and e-commerce companies, and delivers a next-level shopping experience with best-in-class in-store capabilities. Antavo was listed as a Representative Vendor in Gartner’s 2020 Market Guide for Loyalty Management and was included in Forrester’s Now Tech: Loyalty Marketing Q4 2020 report. A UK-based global company, Antavo empowers clients like BMW, Lagardere, Benetton, the N Brown Group and BrewDog. For more information, visit antavo.com.