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.

CRM, Redefined: Transitioning From Traditional Segments To Shopper Missions

The explosion of interaction and commerce touch points has transformed shopping from a linear, transactional process into a topsy-turvy journey. Consumers have completely taken over. They shop at their discretion, hopping between store, search, mobile and social networks according to both need and whim. They have more power over the journey than ever before and they demand full control of their shopping experiences. They dictate when, where and how they engage with brands, and now they have raised the bar even further, requiring customized, omnichannel journeys that are tailored to their wants, needs and preferences.  Because every consumer is unique and every journey different, it has become extremely difficult for retailers to truly understand their customers and the experiences they seek. This disconnect leaves many retailers struggling to refine and reinvent their experiences so they remain relevant in consumers’ lives.

A New Approach To Brand Loyalty: How To Stand Out In The Experience Age

In this age of empowered, always-on consumers, loyalty is the ultimate signifier of a customer’s relationship with a brand and is a testament to a winning customer experience. In turn, real loyaltytranslates into the customer becoming a valuable advocate for the brand. But what is “real loyalty” and how can a brand tailor programming to catalyze it? Following our extensive proprietary research, we explored the context behind why and how the approach to loyalty is shifting, analyzing brands on the forefront of loyalty programs that garner results and distilling our findings into actionable suggestions for brands to incorporate into their own strategies.

Adore Me Boosts Active Customers 2.3X With Multi-Point Customer Segmentation

Like many new retailers, online lingerie seller Adore Me initially devoted a significant amount of resources to customer acquisition. The strategy worked: within six years of its founding, the members-only site, which offers new collections of merchandise every month, had grown to $100 million in annual revenue. However, “at some point we realized that our revenue had shifted from new customers to our existing customers,” said Josselin Petit-Hoang, CRM Marketing Manager at Adore Me. But maximizing engagement and sales from those customers was going to be a challenge, because “our communications with these existing customers were very basic,” said Petit-Hoang in an interview with Retail TouchPoints. “We were only using email, and we were essentially sending the same message to all of them. But not all customers are equal: Some are very engaged; they buy a new set of lingerie every month. Others come to the site twice a year, buying one set for the spring and another for the fall.”

Can Department Stores Save Themselves In 2018?

With the 2017 holiday shopping season now in the rear-view mirror, 2018 represents a major “prove it” period for department stores. The sector has taken quarterly sales hits for several years, forcing major players to shutter hundreds of stores, but early holiday numbers indicate these retailers have harnessed some positive momentum. Specialty apparel and department store retailers, which traditionally complete the majority of sales in-store, reported moderate gains during the holiday season, according to Mastercard, which called those gains impressive despite the number of recent store closings in 2017.

Vitamin Shoppe Adds Multichannel Options To Auto Delivery Service

  • Published in News Briefs
Vitamin Shoppe is providing greater convenience for its SPARK Auto Delivery subscribers —and an additional relationship-building tool for store associates — by enabling enrollment and management of the service through the POS system in the chain’s 775 stores, the VShoppe mobile application and SMS messaging. Since the service launched in…

Salesforce NYC Event Highlights Personalization In Action

Salesforce took its Dreamforce event on the road, landing at New York City’s Javits Center Dec. 14. The keynotes, presentations and breakout sessions covered a wide range of solutions and success stories, but the overriding theme for retailers was the importance of applying personalization at every stage of the shopper journey. Some of the event’s highlights included: • How Adidas marketers are leveraging the Salesforce Einstein AI solution to orchestrate personalized consumer journeys across multiple digital devices; and • How UGG shoes are simplifying mobile searches with machine learning-based product recommendations.

Exclusive CDO Q&A: The 24/7 Innovation Culture At 7-Eleven

While “innovation” may not the first word that comes to mind when you think about a convenience store, it’s always top of mind at 7-Eleven. In fact, Chief Digital Officer Gurmeet Singh believes that a retailer with the size and scope of 7-Eleven needs to be at the forefront of innovation, particularly when it comes to the customer experience. The C-store behemoth serves a lot of customers: 55 million per day at its 63,000 stores around the world, totaling 20 billion transactions per year. In this exclusive interview with Retail TouchPoints, Singh, the company’s first Chief Digital Officer who also recently added Senior Vice President, Chief Information Officer to his title, provides insights into the company’s culture of innovation, including:

Direct-To-Consumer Focus Motivates IT Upgrade At Tommy Bahama

Strategy sessions held back in 2015 had far-reaching impacts for Tommy Bahama. These meetings were the beginning of what has grown into an ambitious program for upgrading many of the apparel brand’s key business solutions, including order management, warehouse management, retail store operations, analytics, merchandising and its entire e-Commerce ecosystem. The 160-store retailer has a thriving e-Commerce business and also operates restaurants in 18 locations. The IT upgrades, scheduled to take place through summer 2019, will bring an enterprise-wide view in two important strategic areas: order management and analytics. Tommy Bahama anticipates significant benefits, according to Lisa Atwood, EVP of Operations, IT and eCommerce.

3 Ways To Drive Sky High Retention Rates

With the excessive increase in marketing content blasted out to consumers on a daily basis, it’s often a challenge for retailers to create new, organic and compelling messages that will grab a consumer’s attention. Even when brands are successful in appealing to a consumer’s interest, they still face the challenge of retaining loyal customers at a high level. To no one’s surprise, both in-store and online retailers agree that new customers are more difficult and expensive to acquire compared to repeat customers. As a result, retailers are constantly looking for new ways to retain customers to maximize the company’s return on investment (ROI). For retailers looking to engage customers on a deeper level and increase customer lifetime value, below are three tips to help exponentially increase retention rates.

Collinson Group Acquires Rewards Platform From Linkable Networks

Collinson Group, a UK-based customer loyalty service provider, has acquired the card-linked-offer (CLO) platform from Linkable Networks. The deal enables Collinson Group to immediately offer CLOs in the U.S. Financial terms of the purchase have not been disclosed. The CLO platform is designed to enable businesses to link loyalty and rewards offers to their payment cards, incentivizing consumers across multiple channels, including online, mobile and in-store.

Shopkick Now Rewards Users For Shopping On Mobile Devices

  • Published in News Briefs
Shopkick is an app known for rewarding shoppers with gift cards just for walking into a store, interacting with products in the aisle and purchasing items in stores. Now for the first time, Shopkick will offer rewards for mobile browsing and buying from web sites such as Boxed, eBay, Groupon…

Belk Invests $40M To Upgrade Store Footprint

  • Published in News Briefs
Bucking the trend among department stores to shrink their brick-and-mortar footprints, Belk will open three new stores and remodel 12 more as part of a nearly $40 million capital improvement plan. The first two new stores, in Evans, Ga. and Bowling Green, Ky., are scheduled to open in October 2017; the…

The Power Of Surprise: Rue La La Drives Loyalty Via Product Sampling

Members-only e-Commerce fashion retailer Rue La La has expanded its partnership with e-Commerce media network and product sampling company BrandShare to deliver more free product samples to its shoppers. When the retailer ships purchased products to consumers, it regularly adds a package with a sample product from a fashion, beauty, or food and beverage brand. Each package is designed to surprise the shopper upon delivery, and includes a card explaining why Rue La La believes the product is a good fit for the consumer. Rue La La first partnered with BrandShare in 2014 in an effort to drive loyalty to its brands. By delivering samples and targeted advertising in-home, Rue La La can generate new product sales going forward while enabling CPG brands to directly engage with its customers. As many as 73% of consumers said a new product sample would persuade them to purchase the item, according to data from Sampling Effectiveness Advisors.

Exclusive Q&A: How To Add 15,000+ New Customers Each Month

You will never hear Brian Berger, CEO of men’s underwear retailer Mack Weldon, apologize for the limitations of selling intimate apparel online. Quite the opposite, in fact: “Our whole business is formulated on the idea that the best way to buy the things we sell is not in a physical store,” said Berger. The success of the business, which Berger co-founded with Michael Isaacman in 2012, supports his belief. Mack Weldon has been more than doubling its business year-over-year and boasts a customer base of more than 250,000. The brand is adding well over 15,000 new customers each month and maintaining high loyalty rates: 20% of new customers return within 60 days, and they spend, on average, 40% more than they did on their initial visit.
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