Feedback from customers is the most important information you can get. If there’s a gap between what you create for them and what they need, no amount of promotion will help.
Combine their qualitative feedback with data-based tools to get a bigger picture, since not everybody will give you feedback. Closing your tech stack gap can also give you better tools to personalize and scale your promotions… as well as to analyze what your competitors are doing.
Understanding what competitors are offering and how they promote their loyalty programs will help you realize the industry standard. But just as importantly, combined with your data, it will help you see the gap competitors have left open.
It will help you be the one that closes the gap for your customers, and serves their needs best. Once you do that, they’ll likely do more of the promotion for you.