Enticing buyers takes flexibility and planning. Our data-driven approach tracks key performance indicators to optimize the program structure continually.
Marketing Objectives
There are several potential goals for a loyalty program. Adapting to what works provides the most opportunity for success. It is not about lowering standards. Instead, it means realizing value in new ways and going with it. Common goals are:
Upsell merchandise and services.
Support 3rd parties promoting the business.
Generate marketing buzz.
Closer relationships with customers.
Collect emails and phone numbers for future sales promotions.
Enhance the accuracy and granularity of customer data.
Liquidate dead stock.
Validate marketing strategies.
Test new products.
Enticing Enrolment
What each customer finds enticing varies dramatically. Figuring out what to offer each customer segment is hard work. But a data-driven approach quantifies what is and is not working. Repeated experimentation and program refinement guide the business to the most appealing offer. Strategies to find and optimize enticements are:
Collect data to measure results quantitatively.
Experiment with multiple program strategies.
Frequently test variations to the best ones.
Quickly kill anything that is not working.
Get inspiration by studying the competition.
Customer Convenience
Customer convenience helps retain customers. Automating value-added services can be the most profitable, especially at scale. Examples are:
Simplify login by leveraging existing accounts like Facebook.
Make offers in real-time, such as during sign-up and checkout.
Add excitement with flash sales. A second option is unique offers for each customer with a bit of randomness in the value.
Digital wallets like Google and Apple Pay minimize the need for typing, which is especially useful on mobile devices.
Make offers based on predicted needs, such as those generated by weather.
Learning about the Customer
Learning about the customer collects and correlates more data from more sources. Capabilities to gather more information include:
Collect data on pages viewed and prior purchases.
Print a unique QR on in-store receipts linking the customer to the website.
Offer to consolidate loyalty points from multiple people.
Integrate demographic data based on the shipping address.
Reduce the size of marketing segments to fit individual interests better
Collect data from social and email accounts.
Use return and anti-fraud analysis to eliminate unprofitable customers.
Adapt upsell and cross-sell offers to the prior browsing sessions, prior merchandise purchases, and external triggers like the weather.
IT Infrastructure for Loyalty
Modern IT infrastructure for loyalty is flexible and minimizes the cost of failure. They also give the business many capabilities they can integrate into the program. Possibilities include:"
Unique QR codes printed on in-store receipts.
Track users with SMS phone numbers, email addresses, and social media accounts.
Integrate data feeds from the website, Google Search Console, Email, and more.
