Extole maps rewards to acquisition, retention and customer advocacy

Extole outlined a reward strategy covering five stages of the customer relationship in April 2025: awareness, consideration, purchase, retention and advocacy. The referral platform provider argued that incentives should reflect the next action a brand wanted a customer to take.

At the awareness stage, the guide discussed branded merchandise, gift card promotions and creator-shared discounts. During consideration, possible incentives included a reward for exploring a product, taking a demo or completing a trial.