Brands have understandably been focused for years now on improving the digital experience of their loyalty programs by launching or redesigning their apps, recognizing how much customers prioritize convenience today—and how convenience often means being able to do everything on their phones.
However, Sallie Williams, Sales and Marketing Director of Gift and Loyalty at MTL Card, thinks the brands creating the best loyalty programs are not choosing between digital and physical customer experiences, but combining both. Rather than just focusing on an app, the most successful programs are focused on creating a unified omnichannel experience that offers seamless customer touchpoints across both digital and in-person experiences.
“Digital delivers the convenience and it's great for brands because if you do want to run a last-minute promo or want to pull the data, you have it all right there,” Williams said. “But your physical experience then creates that emotional brand affinity.”
MTL Card, which is often referred to as MT&L because it was founded in 1982 as Magnetic Ticket and Label, initially supported San Francisco’s transit system with magnetic striped paper tickets. The company then expanded into transportation, retail, healthcare, insurance and more, offering support on things like boarding passes, RFID cards, and even wagering tickets in casinos.
In 2000, the company acquired a company with expertise in payment and card manufacturing, including capabilities in credit and debit cards, prepaid cards, gift cards, loyalty, membership, and other services. This was the beginning of what is now MTL Card, which provides plastic, paper, and metal cards that brands can use in their loyalty programs.
MTL Card supports the entire card ecosystem, including design, manufacturing, personalization, fulfillment, and distribution. But unlike other companies that just manufacture cards, MTL Card help brands create the customer experience and drive revenue.
“We help brands turn everyday transactions into a really meaningful touch point,” Williams said.
The Role of Physical in a Digital World
Because loyalty programs have been so focused on the digital experience and are either utilizing AI or exploring the use of AI to improve that experience, some may question what role physical cards still play in these programs. And it’s not just loyalty programs, but gift cards are now increasingly digital as well.
But even as so much moves online, it doesn’t diminish the importance that physical cards can play in customer engagement for brands, according to Williams.
“Physical cards, I think they still play a powerful role just because they are creating that tangible connection to a brand,” Williams said. “They keep the brand top of mind in a way that's difficult to replicate digitally. If you have a physical card in your hand, you're looking at that brand, but if you have your phone in your hand, you're looking at who knows how many apps from all the different programs you might be a member of.”
Williams points to premium materials like metal, or using a unique shape or custom packaging, as ways brands can elevate the customer experience. In fact, she sees the card as being a part of the overall brand experience, rather than just a way to access rewards.
She notes how a cashier can go on “autopilot” when the rewards program is strictly being accessed through an app or a phone number. But if a premier loyalty tier includes a physical card, the in-store interaction changes, and the cashier recognizes the customer as one of the brand's most loyal members.
“It gives the cashier that opportunity to thank you for being a premier loyalty member, and that small recognition makes customers feel valued,” Williams said. “It also grabs the attention of people standing in line when a brand rewards loyalty in a visible, meaningful way. You’re not just an app or number to them.”
Creating the Human Moment
With so many loyalty and rewards programs available now, consumers could begin to feel diminishing returns when many of the programs offer similar benefits. Williams said that with customers having more choices than ever, brands are offering more points or discounts.
But she doesn’t see this as being enough to attract new members anymore, or keep current members engaged. So brands are now looking for ways to create moments that make customers feel recognized, appreciated, and will then keep them engaged.
This is where physical cards can help brands create a more meaningful experience, according to Williams. She was recently working with a brand that was hosting an event and wanted something special for the swag bag, so she helped them create a co-branded Visa prepaid card with the company logo on it.
Willliams knows that customers expect convenience today, which is why she sees the digital experience being important for brands. But she thinks the digital and physical offerings will help reinforce each other, with the former delivering that necessary convenience and the latter helping to create a stronger and more memorable customer experience.
“I think the physical card creates conversation, and it encourages recognition in a world that has become increasingly digital,” Williams said. “It gives you back that human moment.”