CRM / Loyalty

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.

3 Keys To Optimizing Your Premium Loyalty Program

It’s tougher for retailers to earn customer loyalty than ever before. With virtually limitless choices right at their fingertips, customers aren’t afraid to jump between brand loyalty programs in order to get the best price or discount. In fact, nearly 80% of U.S. consumers report switching their loyalty more often than they have in the past. Set yourself apart from the competition by adding premium loyalty. Unlike their traditional counterparts, premium loyalty programs allow customers to pay a monthly or annual membership fee in exchange for valuable rewards they can use right away. Considering how easy it is for customers to shift their loyalty, it’s crucial that your premium loyalty program offers a combination of 24/7 exclusive benefits and personalized experiences customers can’t find anywhere else.

Dia&Co Bridges Phone And Digital Customer Service To Combine Efficiency With The Human Touch

Reducing post-purchase friction is important for any retailer, but the stakes are even higher for subscription-based companies that need to keep abandonment rates at a minimum. Dia&Co, a plus-size apparel subscription retailer, has risen to the challenge by offering best-in-class customer service that ensures the brand understands and meets the specific needs of every customer. Dia&Co works with UJET, a voice and chat customer service solution provider, to offer a seamless customer service experience over the phone as well as through its web and mobile sites. The program has helped the retailer maintain customer satisfaction scores in the 90s, at a cost 28% lower than its previous system.

Securing Customer Loyalty Through Emotional Engineering And Personalization

Much has been written about how AI and personalization are transforming the way that retailers operate. The ability to understand a customer’s interests and purchase history gives retailers the opportunity to deliver valuable information that helps customers make more informed purchasing decisions. However, providing recommendations based on customer data is only part of the story. For retailers, it’s all about finding ways to create a unique user experience that increases brand loyalty. The question is…how can retailers make that connection with customers? The answer lies in the concept of emotional engineering as a method to create customer loyalty. The idea of incorporating emotional engineering into the design of mobile apps can help separate companies from their competitors. But first, let’s explain emotional engineering. The term was coined by professor emeritus Mitsuo Nagamachi of Hiroshima University, and it is defined as “the technology to design goods which appeal to emotion and sensibility by translating human sensibility and images into physical design factors.”

5 CX Trends To Consider In 2019

Brands are being inundated with talk about consumers’ increasing expectations when it comes to customer experience (CX). And as businesses deliver more creative and engaging experiences, forming impactful customer relationships becomes more difficult. The 2019 CX Trends Report conducted by InMoment suggests that despite evolving conversations around CX, companies are struggling to balance their own needs and changing customer preferences. While 50% of brands say they’re “definitely” doing better at delivering excellent customer experience, just 11% of customers agree.

Exclusive Q&A: How ‘Purpose-Based Ideas’ Help Modern Brands Maintain Authenticity

The interconnected nature of modern society means shoppers are never not shopping — their journey begins well before they visit a retailer’s web site or store, according to Mike Leiser, Chief Strategy Officer at Prophet. This phenomenon has caused an explosion in the number of paths to purchase, and requires retailers to stake out a unique position to grab potential customers’ attention. For brands like Nike, Patagonia and DICK’S Sporting Goods, that has sometimes involved taking controversial stands on hot-button social and political issues. However, it’s not enough to declare support for a cause or suddenly announce a brave new direction for a brand. Retailers need to develop believable, genuine messages that support their existing efforts, while still representing an evolution of their current brand story. In this exclusive Q&A, Leiser discusses how retailers can create a sense of authenticity around their brand and improve how shoppers perceive them, through means including internal development, mergers and acquisitions (M&A) and partnerships. Retail TouchPoints (RTP): Should there be a clear connection between the products a retailer sells and any larger purpose they adopt, such as with REI and outdoors stewardship? Can brands create entirely new connections through their actions? Mike Leiser: I don't…

Rethinking Loyalty: Rewarding Everyone Is Not Rewarding You

If retailers wish to attract loyal customers, they must offer more than just run-of-the-mill discounts. These days, giving a generic discount to all cardholders does not enhance the customer experience. Sure, everyone likes to offer ways for customers to save money, but a customer’s loyalty goes a lot further. The Pareto Principle tells us that 80% of revenue comes from the top 20% of customers; therefore, should these top customers be treated differently? The hospitality industry gets it. So does the financial industry. But in general, the retail industry is still issuing generic loyalty cards to the masses, when they should be offering customized, tailored experiences to their most loyal customers. Today’s customers are more sophisticated and less willing to give up personal information for free. They know the value of loyalty and are more selective about the programs they join. So retailers need to make sure their programs provide real value and create emotional connections with customers. Below are five rules for modern loyalty programs with real-world examples:

How to Boost E-Commerce Revenue During A Slow Sales Month

If you’re scrambling to generate revenue during slower months, it can feel like you’re doing more for less. But don’t despair. There are still plenty of would-be buyers to be had. Driving revenue could be as easy as using seasonal slowdowns effectively, getting focused and implementing a few sales saving strategies to get you through the slump and back on the up and up. Think of the following practices like a Whole30 for your online store — a healthy way to get back on track and increase sales during inevitable downturns.

GNC Personalizes Receipts To Drive Post-Sale Engagement

GNC shoppers can be segmented into three general groups: those who want to improve their physical performance, those seeking to lose weight and consumers who want to maintain their general wellness. These varying goals make personalization a priority for GNC. The retailer has focused on maximizing personalization across the customer journey, including through receipts.

Ascena Unites Rewards Program Across Five Brands

Ascena Retail has rolled out a new multi-tiered loyalty program, ALL Rewards, for its premium fashion segment of brands. For the first time, shoppers at Ann Taylor, LOFT, Lou & Grey, Ann Taylor Factory and LOFT Outlet will be able to earn and redeem perks across all five brands. The…

Privacy Paradox: 86% Of Consumers Want Opt-Out Control, But 56% Value Personalized Offers

Shoppers in emerging markets are embracing friction-reducing technology at a rapid pace — but they also are very protective of their private data, according to the New Topography of Retail study by Oracle. While 87% of North American consumers say they would exercise the right to select which brands can access their data, this share rises to 90% in Latin America and 91% in the Middle East, India and Asia-Pacific.

Communication Tactics For Boosting Customer Loyalty

Every retailer strives to maximize customer retention and loyalty. While advertising is often seen as the linchpin in efforts to keep customers coming back, no savvy retailer should overlook the value of a solid communication plan. Here are five key tactics that can help your organization build a winning strategy to win and retain customer loyalty.

The New CX: How Technology Can Build Brand Loyalty For Retailers Of All Sizes

We all know that person who is impossible to shop for — the rare coin aficionado, the stamp collector, the vintage comic book junkie — the type of person who would scoff if they found a generic gift from a retail mega-brand under the tree — the type of person who wants their unique tastes and preferences reflected in a unique, personalized shopping experience. Of course, those of us who find ourselves shopping for these types of folks often find ourselves in an internal tug-of-war. We want to find the best, most unique gifts possible that even our pickiest, most opinionated friends and family members will love — but, at the same time, we want a streamlined, efficient, end-to-end shopping experience that fits seamlessly into our on-the-go lifestyles.
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