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Retail CRM provides insights from leading retailers and industry experts that help improve the customer experience at every touch point and across all channels. Some topics covered in CRM articles include customer loyalty, email marketing and promotion optimization. Subscribe to the feed and stay in touch with the latest retail happenings.

RSP Series: How Retail Leaders Improve Customer Acquisition And Retention

Any retailer’s long-term health requires finding the right balance between acquiring and retaining customers — particularly the loyal and big-spending types of shoppers. But rapid changes in both consumer expectations and the competitive landscape have rewritten many of the established rules for customer acquisition and retention. The 2018 Retail Strategy and Planning (RSP) webinar series, hosted by Retail TouchPoints, uncovered several new strategies for tackling these timeless challenges. Following are brief recaps of six webinars in the #RSP18 series, now available on-demand.

Yesway Drives 44% Redemption Rate Among Rewards Members Who Visit C-Stores

The 150-store convenience retailer Yesway has ambitious plans to acquire, improve and rebrand as many as 500 additional stores over the next few years. Even before this expansion occurs, however, the retailer is solidifying its business with an intense focus on customer loyalty. Yesway launched Yesway Rewards on the Paytronix platform in June 2017. Initially introduced at 37 stores, the loyalty program soon became an integral part of the brand's expansion. It’s now available to customers at more than 100 locations.

Nordstrom Will Launch New ‘Nordy Club’ Loyalty Program This Fall

  • Published in News Briefs
Nordstrom has unveiled a revamped tiered loyalty program, The Nordy Club, launching this fall. The program incorporates the traditional point system and benefits of its existing program, while offering personalized services and experiences, enabling shoppers to create their own “Nordy Portrait.” Nordstrom’s existing loyalty program is already a success for the…
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Points-Based Rewards Motivate Loyalty Among All Generations Of Shoppers

Retailers must make sure their loyalty programs stand out from the crowd: 75% of consumers actively earn and redeem rewards in just three or fewer programs, according to the Loyalty in the Age of the Connected Consumer report by Kobie Marketing. Successful loyalty programs consistently engage shoppers to keep them interested, rather than exist for the occasional scheduled discount. Kobie outlines four key steps to increasing long-term interest in loyalty programs: Analyze generational preferences; Consider a points-based program; Prioritize convenience and clear value; and Clearly communicate the steps to earning awards. Identify And Address Generational Preferences Retailers should keep generational preferences in mind when designing their programs. Different age groups diverge on the benefits they seek and how they prefer to redeem loyalty rewards: Members of Gen Z are more protective of their data than other generations, and 28% of the group said giving up personal information was a barrier to joining a loyalty program; Millennials are the most price-conscious and time sensitive shoppers of all — 28% consider convenience when deciding whether to join a loyalty program, and 78% look for discounts; Gen X doesn’t want to be bothered without good reason: 48% prefer programs that send fewer emails…

How Millennials Want To Engage With Retail Loyalty Programs

CodeBroker surveyed more than 440 Millennials belonging to loyalty programs from retail, credit cards, restaurants, travel and other industries in a 2018 Millennial Loyalty report. These young consumers were asked about the top challenges they face in using the loyalty programs and how they would like to engage with them. They were also asked what changes they would like to see. From the survey, some very interesting facts were determined. Only 11% actively engage in all of the loyalty programs in which they are members. Why is that? Before we answer that question, check out the next clue: 97% of Millennials said they would actively engage with loyalty programs if they could access their rewards information directly from their smartphones.

Exclusive CEO Q&A: How Sustainability Drives Customer Loyalty Among Coyuchi Subscribers

The Coyuchi For Life tagline couldn’t be simpler: New Linens. No Landfill. The idea is simple too — Coyuchi, which has provided organic home products including bed linens for 25 years — offers Coyuchi For Life subscribers new towels, sheets and duvets every six, 12 or 24 months via a monthly fee. When customers are finished using the items, they send them back in “return kits,” and the company renews, upcycles or recycles the products. The program, which kicked off in April 2017, was designed to address the 10 million tons of textile waste that end up in landfills annually. Additionally, Coyuchi For Life taps into several powerful consumer trends, according to CEO Eileen Mockus:

Retail Remix Of 'Love Will Keep Us Together’: Takeaways From Etail East

Retail today is all about getting the customer to fall in love with products and brands. In personal relationships and in retail, love is complicated and must be nurtured. In retail that means delivering unique and compelling experiences; personalized messaging and offers; and relevant marketing and communications — consistently across all channels. When thinking about writing this article, I could not get this song out of my mind: "Love Will Keep Us Together," from 1975 by Captain and Tennille. Yes, I’m dating myself, but indulge me for a few minutes and listen to it. It pretty much lays out the strategy retailers should be thinking about as they are planning new customer strategies and technology implementations. During the 2018 eTail East event in Boston this month, many conversations and presentations were focused on how to win the hearts and minds of consumers. Clicktale, which offers Experience Analytics solutions, is working with a cognitive psychologist to better understand customer behavior in the digital world. Liraz Margalit, PhD has conducted studies covering the “Mobile Mindset” triggered by smartphone use; “Stress Shopping,” and “Emotions in the Digital World.” She explained: “Emotions are a gateway to our memory” about a brand. So how are retailers…

Smart Glass Boosts Online Sales 38% By Expanding Digital Audience

Smart Glass Jewelry is an eco-friendly accessory brand that finds new uses for old materials by creating fashion jewelry from recycled bottles. The SMB retailer recently discovered that both old and new strategies are needed to optimize digital marketing in order to stimulate customer engagement and sales. Beginning in March 2018, Smart Glass deployed the Springbot Exchange Audience Expander to match its customer data and identify look-alike audiences, and then to launch an automated three-series email drip campaign. The Springbot solution automatically adds consumers who engage with a retailer’s email campaign to a permanent subscriber list.

How A 40M Decrease In Email Promos Increased Revenue At TUMI

Working to deliver a more relevant customer experience, TUMI was seeking to consolidate business functions “that have a direct relationship with the customer on a 1:1 basis,” noted Charlie Cole, Global Chief eCommerce Officer at Samsonite and Chief Digital Officer at TUMI. “We thought all these functions should live in one place,” he explained, “including online analytics, customer service, sales (retail/online/outlet/drop ship), warranty, repair, email send/open/click, social graph data…” Finding the right solution was a challenge, Cole explained: “We didn’t necessarily know where in the vendor landscape we were going to end up, so we talked to all sorts of partners, including email, personalization, more traditional CRM, etc.” After a thorough search, Cole and his team landed on the Customer Data Platform (CDP) from AgilOne. In this Q&A, Cole shares his learnings and results from the implementation.

Exclusive Q&A: How Loot Crate Is Managing An Influencer Tipping Point

Six years young, Loot Crate is a self-proclaimed “leading subscription commerce platform targeting super fans of entertainment franchises.” While Loot Crate appeals to all ages with its family-friendly product, a large majority (80%) of its customers, called “Looters,” are 18 to 34 years old, according to Erik Reynolds, VP of Product Marketing and Communications. “What I love about optimizing for this generation of consumers is, that they want more than just a shopping experience,” Reynolds said. “They expect a more content rich experience, especially when they’re browsing products on our site within their favorite fandoms — comics, TV, movies and games — our site, mobile app and our products have to nurture to that. We create content that not only sells the next crate but also tells a story in deep alignment with our licensor partners.”

Amazon Devices, Grocery Perks Drive Prime Day 2018 Customer Retention Strategy

As Prime Day concluded at 12 midnight PT on July 17, Amazon revealed that it generated more sign-ups for Prime on July 16 than any previous day in Amazon history, with shoppers purchasing more than 100 million products during the 36-hour shopping event. In addition to the influx of new Prime sign-ups, Amazon also focused on its existing Prime members, with 12-hour early access to deals on its Echo and Fire devices, as well as unique offers to Whole Foods shoppers. The e-Commerce giant did not report Prime Day sales numbers, which were anticipated to reach a record $3.4 billion, but dubbed it “the biggest shopping event in Amazon’s history,” with its own devices positioned as the event’s centerpiece. Even with site outages dispersed throughout the first day, Amazon still managed to boost sales 89% during the first 12 hours, according to Feedvisor.

Designer Shoe Trading Club Takes First Steps

Luxury Shoe Club, a membership club designed for buying and selling pre-owned designer shoes via an iPhone app, kicked off operations July 17. The app uses an algorithm to assign a fair market dollar value to each pair, and women listing their new-in-box and gently worn designer shoes can earn points good for purchasing others’ shoes. Members earn half the point value when they list the shoes and get the other half when they are sold; members can also “buy” points. Luxury Shoe Club collects a fee on each transaction. The U.S. luxury shoe market accounts for $8.6 billion annually, and the average price for a pair of women’s designer shoes has climbed to $770. Sales of pre-owned designer shoes have reached $800 million annually, and Luxury Shoe Club estimates that there is $1 billion of new-in-box luxury shoes sitting idle in women’s closets.

44% Of Shoppers Reward Retailers That Share Their Values

While price and experience remain top-of-mind for shoppers choosing a retailer, a company’s culture and philanthropy also make important contributions to brand perception. Consumers prefer shopping at retailers that share their values, and are more likely to share personal information with them as well. A brand’s alignment with personal values is important to 52% of Millennials, 48% of Gen Xers and 35% of Baby Boomers, according to the Evolution of Retail: The Brand Perception Effect study from Euclid. While brand perception has the strongest effect among Millennials, it still matters across all generations: 44% of all consumers say they want retailers they shop at to share their values. “This is part of a broader theme that we talk about it, which is that traditional advertising and marketing is changing pretty dramatically,” said Brent Franson, CEO of Euclid in an interview with Retail TouchPoints. “If your marketing is not relevant, consumers, particularly younger generations, will tune out.” Inclusion Draws Millennials; Baby Boomers Want American-Made Expressing positive values is more likely to elicit trust from consumers than opposing negative issues. Diversity and inclusion were the most important values among Millennials, with 52% of this generation finding them important. In comparison, 33% of…

Study: Amazon And Walmart Top Retail Loyalty List

A new customer loyalty study defines consumers as three types: Loyalists, Roamers and Neutrals. Loyalists (35%) find a go-to retailer for their needs and stick with them; Roamers (35%) always tend to shop around prior to making a purchase; and Neutrals (30%) have some go-to retailers for particular purchases but also shop around, according to the 2018 consumer survey conducted by customer.com, a division of Customer Communications Group. To maximize customer loyalty, retailers need first to understand what elements of their current shopper experience appeals to each group. Beyond the convenience that is valued by all shopper types, Loyalists are more motivated by “Passion Factors” such as trust, fair treatment and a caring staff. In contrast, Roamers can be convinced to consolidate their purchases with a single retailer by stressing more practical elements, such as ease of purchase and returns, customer service and incentive offers. Additionally, all retailers should involve the entire enterprise in their customer loyalty efforts.

Peet’s Coffee Takes The Guesswork Out Of Promotions With New Loyalty Solution

Peet’s Coffee was looking to expand its Peetnik Rewards loyalty program to all 240 stores following a beta test period, but needed a more reliable platform. By partnering with Paytronix, the chain got a more stable platform, along with a bonus: detailed data about program members’ activity, which has translated into valuable marketing insights and measurable benefits. The chain moved its loyalty and stored value program to a SaaS platform from Paytronix. Within six months after a July 2017 chainwide rollout, Peet’s had achieved:
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