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Shopper Engagement delves into the latest trends and strategies retailers are using to cultivate long-term relationships with shoppers. Social media, mobile technology, in-store tablets and more are covered in this section. Subscribe to the feed and stay in touch with the latest retail happenings.
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Written by Fatima D. Lora
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Friday, 31 August 2012 11:34 |
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 Many of today’s marketers rely on loyalty programs to improve customer relationships and experiences. In fact, a majority of loyalty program marketers use this tool to manage customer retention and increase revenue, according to a survey conducted by Kobie Marketing.
During a recent Loyalty 360 webinar titled: “Omnichannel Loyalty: Maximizing Your Customers Experience,” industry professionals discussed survey results, trends impacting loyalty programs, and best practices in overcoming challenges from the social, mobile and local (SoMoLo) revolution.
In a Kobie Marketing white paper, titled: “Omnichannel Loyalty: Designing The Ultimate Customer Experience” ― which was based on survey results ― more than half (58%) of loyalty program marketers stated that customer retention drives their loyalty efforts. Approximately 48% of respondents pointed to revenue as a key consideration. “Not surprisingly, in a continually down or recovering economy, marketers focus on loyalty as a retention strategy,” said Emily Murphy, Customer Intelligence Analyst at Forrester Research. “This directly drives profitability and revenue, and improves engagement.”
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Written by Alicia Fiorletta
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Wednesday, 29 August 2012 08:31 |
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Best-in-class retailers are testing and applying new strategies to better engage online consumers. The e-Commerce site in particular presents retailers with an opportunity to customize messaging and offers based on visitors’ browsing and buying histories, as well as geographic locations.
Godiva Chocolatier optimized e-Commerce personalization with the Agility Suite from Monetate, designed to allow retailers to test personalized content, images and offers more quickly and seamlessly. The retailer is recognizing an array of benefits, including a 15% boost in Average Order Value (AOV) and an 18% increase in conversion rates as a result of leveraging multiple images on product pages.
Because Godiva is such a sensory brand, photography is critical to creating a compelling experience for shoppers, Mahender Nathan, VP of Direct for Godiva told Retail TouchPoints. To ensure the best investment, the internal team for the brand conducted A/B testing through Monetate to determine the overall value of providing alternate images on inventory pages.
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Written by Lorna Pappas, Contributing Editor
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Wednesday, 22 August 2012 00:00 |
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As customer shopping patterns and the devices used to research and make purchases continue to transform, the retailer’s ability to segment shoppers and deliver relevant and engaging experiences has never been more important ― nor more possible. Accessible shopper and customer data is key to segmentation, but many consumers are not willing to share it, making today’s essential personalized shopping experience challenging to create.
New insights revealed by Lauren Freedman, president of the e-tailing group, helped unpack this box of challenges. In a recent webinar and white paper, both titled “Nine Steps To Really Knowing Your Customers,” sponsored by MyBuys, Freedman shed light on various approaches to a cohesive CRM strategy. An online survey of more than 1,000 consumers regarding personalization and data sharing, and a subsequent questionnaire with a cross-section of merchants across the retail industry, brought the insights to the forefront.
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Written by Alicia Fiorletta
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Monday, 06 August 2012 07:24 |
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As mobile and localization become even more vital pieces to the shopper marketing puzzle, retailers are utilizing strategies to reach and communicate with consumers in more relevant ways.
Macy’s is striving for personal and interactive experiences with its recent nationwide rollout of shopkick, a mobile, location-based rewards shopping app, to approximately 800 Macy’s locations.
Through the shopkick rewards tool, consumers receive “kicks,” which act as shopkick's currency, simply for walking into a Macy’s location. The more consumers use their smartphones to scan item barcodes in brick-and-mortar locations and complete specific challenges, the more "kick" points they earn. All “kicks” are redeemable for tangible items, such as discounts and free goods, allowing Macy’s to create a “gamified” experience as well as boost impulse purchases.
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Written by Alicia Fiorletta
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Thursday, 26 July 2012 00:00 |
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Customer Experience Management (CEM) solutions allow organizations to take a more consistent and tactical approach to customer feedback and Voice of the Customer (VoC) initiatives. Best-in-class retailers utilize these tools to track and analyze shopper insights across channels, from web-based and printed surveys to mobile, social media and call centers.
Grocery Outlet - Bargain Market — a U.S.-based discount grocer — successfully capitalized on customer feedback, including comments via social media, by partnering with Agility Metrics, a provider of CEM and CRM solutions. As a result, the merchant has increased overall engagement across multiple channels, including its 150-plus brick-and-mortar locations. Feedback is tracked and distributed to all team members, including executives, store managers and front-line associates such as customer service operators.
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