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.

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.

Self-Service App Deepens Customer Connections At Fairway Market

Some retailers worry that adopting a self-checkout solution will deprive them of a key point of contact with their customers. Fairway Market, a New York City metro area chain of 15 supermarkets and four wine and spirit stores, wanted to be absolutely sure that wouldn’t happen when it deployed a self-checkout app, because the retailer prides itself on a family atmosphere and a close relationship with shoppers. The retailer is in the process of rolling out its first self-checkout app and will be seeking results that include:

The Snuggle Bugz Baby Formula: Abundant Content Builds New Parents’ Confidence

There’s no shortage of advice for parents, particularly first-timers. In fact, it’s all too common for new moms and dads to suffer from a bad case of information overload. Retailers in this space want (and need) to be perceived by shoppers as trusted advisors, so it makes sense that the corporate mission of Canadian baby retailer Snuggle Bugz is to give confidence to customers navigating parenthood. Fulfilling that mission means providing plenty of solid content, both about the products it offers and other parenting issues. Unfortunately, the retailer’s old e-Commerce platform was causing a confidence gap between its in-store and online customer experiences. “Our stores are beautiful, and people can get all the information they need there,” said Sharron Vanderbeek, Director of E-Commerce at Snuggle Bugz, noting that the average employee spends more than 100 hours in product knowledge training each year.

How Home Delivery Services Have Changed Shopping Behaviors And Brand Loyalties

Home delivery is shaping the way businesses connect with their customers. Thanks to Amazon, the seismic shift in customer expectation and buying habits is not only felt throughout retail, but has even spawned new delivery-focused companies in other sectors such as Postmates and DoorDash.   Amazon became a revenue machine on the e-Commerce front primarily because of its Prime subscriptions that offer two-day shipping. Prime memberships have become a hallmark of the internet giant — exceeding 100 million paid Prime members globally despite losing vast sums of money on shipping.

Empowered Managers Are At The Heart Of A Positive Retail Experience

Most retailers feel their customer experience could use improvement: 96% agree that it is a core priority for their organization, but 75% believe they need to do it better, according to The Black Hole for Retailers report by Square Root. The brick-and-mortar experience is particularly important, as 79% of retailers believe what shoppers encounter in-store is one of the biggest influencers of the overall customer experience. However, it’s not enough for retailers to create a single, undifferentiated experience across their entire store network. Crucially, they need to take these plans and pass them down to the local level. From there, corporate can help managers interpret the strategy in a way that will produce optimal results at their particular stores. “That’s where the magic is,” said Chris Taylor, CEO of Square Root in an interview with Retail TouchPoints. “Our thesis is the agile retailer will survive, and agility is defined by how you can roll out strategy down to the store managers and district managers. If we can empower those folks with the right information to make the right decisions, then you’re going to be super-reactive to the market and you’re going to win. If you can’t do that, you’re going…

Authenticity And Education Sway Shoppers More Than Social Media Influencers

Celebrity influencers are starting to lose their luster: shoppers are 2X as likely to order a product recommended by a friend on social media rather than by an influencer or celebrity, according to Sprout Social. Additionally, 61% of consumers said they’d be more likely to research a product or service recommended on social by a friend, compared to 36% for a post from an influencer.

Exclusive Q&A: How Retailers Can Benefit From Taking A Political Stand

Retailers can no longer stick their heads in the sand and ignore events outside of their industry. Shoppers prefer brands that match their personal beliefs, and some retailers are embracing causes even if it will hurt the bottom line in the short term. It’s not enough for retailers to avoid courting controversy — they need to understand what they stand for and embrace it, according to Peter Horst, Founder of consulting firm CMO Inc. and author of Marketing in the Fake News Era. Retailers can take several steps to improve their ability to handle contentious events: Understand their constituents and what they care about; Generate an internal culture of responsibility; Discuss when it is appropriate to take a principled stand; and Learn when it is best to ignore a potential powder keg. In an exclusive interview with Retail TouchPoints, Horst discussed how retailers can both protect themselves from potential public relations crises and show their shoppers what they stand for. Retail TouchPoints (RTP): Retailers need to consider all their constituents when identifying optimal brand actions. What is the best way to reach out and determine what these different groups, from customers to employees to shareholders, expect of the company? Peter…

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. [Read a recap of the Holiday Predictions webinar, sponsored by Salesforce, here.]

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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