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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.

Brand Loyalty Starts With Your Employees

As a retailer, you already recognize the value of brand loyalty. After all, it costs five times more to acquire a new customer than to retain an existing one1. Add the fact that current customers spend 67% more every time they make a purchase2, and it’s no wonder more retailers are taking a closer look at the value of brand loyalty. But there’s one crucial element that’s often overlooked: your in-store retail employees. Transactions within brick and mortar stores account for 90% of retail sales3. So when it comes to increasing brand loyalty, your store employees are your most impactful resource. Everything they do — from laying out merchandise to interacting with customers — is an opportunity to build your brand.

Quick Quotes From Retail Execs At IRCE And CRMC

The educational programs at IRCE and CRMC, both held in Chicago the first week of June, provided insights that went far beyond just the shows’ overarching topics of e-Commerce and customer relationship management (CRM). Industry leaders from retail companies including Lovesac, Warby Parker, Oriental Trading, Shoe Carnival, Jack Grace and Hilton Hotels shared tips and tactics covering global commerce, personalization, the move from online to offline retailing, selecting the right solution provider partners, and ways to make returns a strategic part of the business. Following are quick quotes from some of the retail industry experts who spoke at the two events.

Supercharging Brand Loyalty With Your Own Customer Data

In an age when consumers are a click away from competitor offerings, brands are struggling to reinvent their entire approach to brand loyalty. They can no longer expect that, by default, a certain portion of new customers will convert to loyal ones. They must win that loyalty over and over again, with each customer transaction. Actually, there are glimmers of hope for those who believed brand loyalty was dead. A 2018 study finds that even Millennials — commonly considered highly fickle customers — are becoming more loyal to brands than they were just a few years ago.

Exclusive Q&A: Can Fitness Centers Become The New Mall Anchor Store?

As department stores exert less consumer drawing power, U.S. malls are seeking new types of anchors to build foot traffic. Many malls have been trying to add tenants that, by their nature, require consumers to be physically present, such as restaurants, theaters and fitness centers. One of the most successful gym chains is Crunch, with more than one million members visiting 250 locations across 24 states, Puerto Rico, Canada, Australia and Spain. In February, Crunch was named Best in Category in the fitness sector by Franchise Business Review’s annual list of the top franchises for 2018.

How Digital-Savvy Brands Thrive By Selling More Than Just Product

Retail today is about more than selling a product. It’s about creating a brand with which customers not only identify but emotionally connect. In such a highly competitive environment, this holistic brand strategy is helping companies grow their base of engaged, loyal customers. Consumers fall in love with brands that they see as an extension of their personal identity. Die-hard Apple fans want to demonstrate they are cutting-edge, tech-savvy consumers. Harley Davidson owners express their love for the open road and America’s heartland by riding Harleys.

Exclusive CMO Q&A: How Inventory Transparency Builds Customer Loyalty For Industry West

As a growing business founded in 2011, Industry West seeks to bring highly curated, innovative modern furniture to a diverse clientele that encompasses both B2B and B2C consumers. While the company has done furnishing jobs for the office buildings of Google, Facebook and Airbnb, it primarily sells chairs, barstools and additional upholstery for shoppers seeking to upgrade their home living spaces. In an exclusive Q&A at the Magento Imagine conference, Ian Leslie, CMO of Industry West, discussed what drives the e-Commerce retailer’s marketing and product strategies. Leslie started his career with the company in 2015, coming from the Savannah College of Art and Design, where he served as the Director of Interactive Design.

How A Digital Storefront Enhances The Physical Experience At Mizuno

Designed to “capture the new digital savvy customer and showcase Mizuno product cross-sport,” the digital solutions in place at Mizuno flagship stores are driving global customer engagement and loyalty. Mizuno operates one flagship store in the U.S., as well as others in key markets worldwide. The digital display merchandising solution, provided by Perch, features self-serve technology that brings the digital online experience into the brick-and-mortar store. This technology is a key focus of the Mizuno Experience Center, located in The Battery, the U.S. flagship store in Atlanta. Here, shoppers can immerse themselves in digital experiences to book custom fittings for golf clubs or running shoes, assess their baseball swing, get gloves steamed and more.

Exclusive Q&A: How zulily Grew Its Customer Base 24%

Data and hard facts are important in marketing, but there are also elements of “art” involved, according to Kevin Saliba, SVP of Marketing at zulily. The retailer seems to have found the right mix of science and art: zulily has made significant strides to widen its base and foster more recurring buyers over the last 18 months. Since Saliba took over the position in January 2017, zulily has increased its customer base 24% to 6.1 million active customers, while growing its private label credit card membership to 160,000 accounts. In a Q&A with Retail TouchPoints, Saliba, who also was recently named to the Wine.com Board of Directors, explains: The importance of balancing customer acquisition and retention strategies; How being acquired by QVC in 2015 has helped the retailer engage consumers through Facebook Live product videos; Why native advertising is benefitting both its brands and consumers; and How zulily-branded credit cards foster customer loyalty.

More Than One-Third Of Shoppers Would Pay For Enhanced Loyalty Programs

Consumers spend 37% more with brands when they are loyalty program members; 70% of members say they are more likely to recommend brands with good loyalty programs, and 77% say loyalty programs make them more likely to continue doing business with a brand. These are some of the findings from The Loyalty Report 2018, published by Bond Brand Loyalty, an annual report based on a survey of 50,000 consumers in North and South America and Europe.

Macy’s Opens Up Star Rewards To All Shoppers

On May 8, Macy’s opened its Star Rewards loyalty program to all shoppers, regardless of how they pay for purchases. Non-credit card holders can enroll for the new bronze level in stores, online at www.macys.com/StarRewards or through the Macy’s smartphone app. The bronze customers will gain access to benefits such…
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#RIC18: For Dunkin’ Brands, Data Identifies CX Pain Points

Paul Murray, Director of Digital Experience, Dunkin' Brands   Data can provide retailers with a lot of answers — but in some cases, its most useful function is identifying which questions the retailer needs to ask. Paul Murray, Director of Digital Experience at Dunkin’ Brands, shared several real-world examples of how the retailer used surveys, analysis and AI technology to figure out why the expected didn’t happen or the unexpected occurred. At the Retail Innovation Conference session titled Closing The CX Chasm, Murray was joined by ERDM Founder Ernan Roman. “Customers have unprecedented and unmet expectations about personalized value,” said Roman. “There’s a chasm between the customer experience (CX) fantasy that brands have versus reality.”

#RIC18: How TechStyle Optimizes Personalization With Continuous Testing

For most retailers, one-to-one personalization is a goal to work towards rather than an actual achievement — but TechStyle Fashion Group is an exception. The retailer, which includes the Fabletics, JustFab and ShoeDazzle brands, has succeeded in making personalization practical. At the 2018 Retail Innovation Conference, Traci Inglis, Brand President for JustFab and ShoeDazzle, shared some key statistics that chart TechStyle’s progress: • The retailer sends unique emails to each of its 2.5 million members;• The emails utilize dynamic one-to-one merchandising across thousands of styles, individualized based on the customer’s preferences, clicks and purchases;• Targeted subject lines highlight the customer’s first name and the email offer; and• TechStyle personalizes the web pages members see based on their fashion and style preferences as well as their location.

21 Innovative Solutions Showcased At #RIC18

At the 2018 Retail Innovation Conference, innovation wasn’t limited to the educational sessions. Sponsors showcased solutions for some of the retail industry’s most pressing concerns, including marketing personalization; mobile applications; making loyalty and referral marketing programs more effective; deepening connections between retail associates and shoppers; and the latest in design and digital signage. Following is a roundup of the sponsors’ offerings.

#RIC18: Unlocking The Secrets Of Gen Z Shoppers

Retailers are engaged in a “race for relevance” as they try to meet the needs not only of Millennials but the generations following them, Gen Z and Gen Alpha. According to Shopper Behaviouralist Ken Hughes, these current and future consumers are motivated by a set of values based on growing up as true digital natives. “For them, a [print] magazine is a broken iPad,” said Hughes, showing a video of an infant trying, in vain, to activate the pages of a print magazine. “In retail, one of our challenges is not to be a magazine.”
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