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.

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.

Earning The Loyalty Of Millennials And Gen Z

Younger consumers, which can be segmented as Gen Z (8 to 20 years old), Young Millennials (21 to 28) and Older Millennials (29 to 36), represent the largest generation in the market today, as well as the first to grow up in an always-connected world. That means they have come of age — or are coming of age — at a time of unprecedented choice and convenience, creating a view of brand loyalty that is more complex and fragile than previous generations.

Orvis Taps Customer Analytics To Help Convert 58% Of Returns Into Exchanges

Orvis has been in the mail-order business since 1856, and even after 163 years the outfitter still struggles with a problem common to all retailers: dealing with returns. Orvis took a 21st-century approach to these challenges: to better track the customer experience and determine where the most friction was being generated, the retailer implemented the Topbox customer analytics solution.

NRF2019: Patience Is A Virtue When Reaching China’s Young, Tech-Savvy Shoppers

China’s 300 million-strong middle class is expected to double in the next five years as more shoppers gain access to additional income, according to J. Michael Evans, President of Alibaba Group. Evans and Alex Gourlay, Co-COO of Walgreens Boots Alliance, discussed international expansion strategies during the On Top Of The World: Commanding Today's International Retail Markets session on Jan. 14 at the NRF Big Show.

From Catalogs To E-Commerce: Using Personalization To Deliver Customer Loyalty

In Venice in 1498, publisher Aldus Manutius created a catalog of the books he was printing. 15th century Europe was going through a publishing revolution. The invention of the Gutenberg press and movable type in the mid-1400s opened a world of mass printing. By the end of the century, there were 417 presses just in Venice — one of the major printing centers — and the output of the western European printing industry had reached twenty million volumes.

Shopper Loyalty Study: Use Price, Brand Differentiators To Woo Competitors’ Customers

Even though 75% of shoppers say they have a preferred brand when shopping, these preferences can certainly be changed: 76% were likely to change that preferred brand, according to a survey of 1,000 shoppers by Adtaxi. The single largest deciding factor in brand-switching is price, which 83% of shoppers rely on when making a purchasing decision, followed by: Quality (80%); Reputation (47%); and Service (39%). Retailers seeking to get a customer to switch to their brand can use price as a lure, but they will need to make it worth the shopper’s while. While specific discount levels will vary based on the retail vertical and product type, “I think the consumer will jump ship for a 20% price difference,” said Evan Tennant, National Director of E-Commerce at Adtaxi in an interview with Retail TouchPoints. For example, even if a certain product attribute, such as its being made in America, is very important to a shopper, they can still be convinced to purchase a comparable non-American-made item — if it’s priced 20% less than the American-made version. E-Commerce multiplies the potential for brand-switching by giving shoppers thousands of brands to choose from, compared to the limited stock a brick-and-mortar store may…

Three Best Practices For Digital Customer Experience Success

Product, placement, price and promotion may have been the holy grail of marketing, but in the digital era, customer experience now tops the list. It is critical for all types of businesses, retail especially, to provide a positive, meaningful and engaging digital experience to its customers and prospects or else they will take their business elsewhere. In fact, a recent Salesforce survey found that 76% of consumers felt it’s easier now more than ever to take their business to a brand that better matches their expectations. Before e-Commerce, sales associates provided in-store service (and still do) to ensure customers are having a positive shopping experience. They would do so by visually understanding customers’ reactions — be it engaged with a product or frustrated they can’t find their size — and catering the customer service as needed. Store associates can easily alleviate confusion or frustration by visually observing body language — both on an individual level and for the broader audience. They can help someone find the right shoe size after watching them sift through several pairs, or offer a dressing room if their hands look full. Taking a macro perspective, if the arrangement of the clothing racks leads to people…

Exclusive Q&A: Why Retail Marketers Must Make An Emotional Connection With Consumers

In a world where consumers have an almost unimaginable array of choices, successful marketing campaigns require something more than just persuasion and personalization. Retail brands need to establish an emotional connection with consumers to convince them to step into a physical store. Marketers can establish such bonds by putting themselves in the customer’s place, factoring in shoppers’ needs as well as the brand’s goals.
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