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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.

Exclusive CEO Q&A: How Sustainability Drives Customer Loyalty Among Coyuchi Subscribers

The Coyuchi For Life tagline couldn’t be simpler: New Linens. No Landfill. The idea is simple too — Coyuchi, which has provided organic home products including bed linens for 25 years — offers Coyuchi For Life subscribers new towels, sheets and duvets every six, 12 or 24 months via a monthly fee. When customers are finished using the items, they send them back in “return kits,” and the company renews, upcycles or recycles the products. The program, which kicked off in April 2017, was designed to address the 10 million tons of textile waste that end up in landfills annually. Additionally, Coyuchi For Life taps into several powerful consumer trends, according to CEO Eileen Mockus:

Retail Remix Of 'Love Will Keep Us Together’: Takeaways From Etail East

Retail today is all about getting the customer to fall in love with products and brands. In personal relationships and in retail, love is complicated and must be nurtured. In retail that means delivering unique and compelling experiences; personalized messaging and offers; and relevant marketing and communications — consistently across all channels. When thinking about writing this article, I could not get this song out of my mind: "Love Will Keep Us Together," from 1975 by Captain and Tennille. Yes, I’m dating myself, but indulge me for a few minutes and listen to it. It pretty much lays out the strategy retailers should be thinking about as they are planning new customer strategies and technology implementations. During the 2018 eTail East event in Boston this month, many conversations and presentations were focused on how to win the hearts and minds of consumers. Clicktale, which offers Experience Analytics solutions, is working with a cognitive psychologist to better understand customer behavior in the digital world. Liraz Margalit, PhD has conducted studies covering the “Mobile Mindset” triggered by smartphone use; “Stress Shopping,” and “Emotions in the Digital World.” She explained: “Emotions are a gateway to our memory” about a brand. So how are retailers…

Smart Glass Boosts Online Sales 38% By Expanding Digital Audience

Smart Glass Jewelry is an eco-friendly accessory brand that finds new uses for old materials by creating fashion jewelry from recycled bottles. The SMB retailer recently discovered that both old and new strategies are needed to optimize digital marketing in order to stimulate customer engagement and sales. Beginning in March 2018, Smart Glass deployed the Springbot Exchange Audience Expander to match its customer data and identify look-alike audiences, and then to launch an automated three-series email drip campaign. The Springbot solution automatically adds consumers who engage with a retailer’s email campaign to a permanent subscriber list.

How A 40M Decrease In Email Promos Increased Revenue At TUMI

Working to deliver a more relevant customer experience, TUMI was seeking to consolidate business functions “that have a direct relationship with the customer on a 1:1 basis,” noted Charlie Cole, Global Chief eCommerce Officer at Samsonite and Chief Digital Officer at TUMI. “We thought all these functions should live in one place,” he explained, “including online analytics, customer service, sales (retail/online/outlet/drop ship), warranty, repair, email send/open/click, social graph data…” Finding the right solution was a challenge, Cole explained: “We didn’t necessarily know where in the vendor landscape we were going to end up, so we talked to all sorts of partners, including email, personalization, more traditional CRM, etc.” After a thorough search, Cole and his team landed on the Customer Data Platform (CDP) from AgilOne. In this Q&A, Cole shares his learnings and results from the implementation.

Exclusive Q&A: How Loot Crate Is Managing An Influencer Tipping Point

Six years young, Loot Crate is a self-proclaimed “leading subscription commerce platform targeting super fans of entertainment franchises.” While Loot Crate appeals to all ages with its family-friendly product, a large majority (80%) of its customers, called “Looters,” are 18 to 34 years old, according to Erik Reynolds, VP of Product Marketing and Communications. “What I love about optimizing for this generation of consumers is, that they want more than just a shopping experience,” Reynolds said. “They expect a more content rich experience, especially when they’re browsing products on our site within their favorite fandoms — comics, TV, movies and games — our site, mobile app and our products have to nurture to that. We create content that not only sells the next crate but also tells a story in deep alignment with our licensor partners.”

Amazon Devices, Grocery Perks Drive Prime Day 2018 Customer Retention Strategy

As Prime Day concluded at 12 midnight PT on July 17, Amazon revealed that it generated more sign-ups for Prime on July 16 than any previous day in Amazon history, with shoppers purchasing more than 100 million products during the 36-hour shopping event. In addition to the influx of new Prime sign-ups, Amazon also focused on its existing Prime members, with 12-hour early access to deals on its Echo and Fire devices, as well as unique offers to Whole Foods shoppers. The e-Commerce giant did not report Prime Day sales numbers, which were anticipated to reach a record $3.4 billion, but dubbed it “the biggest shopping event in Amazon’s history,” with its own devices positioned as the event’s centerpiece. Even with site outages dispersed throughout the first day, Amazon still managed to boost sales 89% during the first 12 hours, according to Feedvisor.

Designer Shoe Trading Club Takes First Steps

Luxury Shoe Club, a membership club designed for buying and selling pre-owned designer shoes via an iPhone app, kicked off operations July 17. The app uses an algorithm to assign a fair market dollar value to each pair, and women listing their new-in-box and gently worn designer shoes can earn points good for purchasing others’ shoes. Members earn half the point value when they list the shoes and get the other half when they are sold; members can also “buy” points. Luxury Shoe Club collects a fee on each transaction. The U.S. luxury shoe market accounts for $8.6 billion annually, and the average price for a pair of women’s designer shoes has climbed to $770. Sales of pre-owned designer shoes have reached $800 million annually, and Luxury Shoe Club estimates that there is $1 billion of new-in-box luxury shoes sitting idle in women’s closets.

44% Of Shoppers Reward Retailers That Share Their Values

While price and experience remain top-of-mind for shoppers choosing a retailer, a company’s culture and philanthropy also make important contributions to brand perception. Consumers prefer shopping at retailers that share their values, and are more likely to share personal information with them as well. A brand’s alignment with personal values is important to 52% of Millennials, 48% of Gen Xers and 35% of Baby Boomers, according to the Evolution of Retail: The Brand Perception Effect study from Euclid. While brand perception has the strongest effect among Millennials, it still matters across all generations: 44% of all consumers say they want retailers they shop at to share their values. “This is part of a broader theme that we talk about it, which is that traditional advertising and marketing is changing pretty dramatically,” said Brent Franson, CEO of Euclid in an interview with Retail TouchPoints. “If your marketing is not relevant, consumers, particularly younger generations, will tune out.” Inclusion Draws Millennials; Baby Boomers Want American-Made Expressing positive values is more likely to elicit trust from consumers than opposing negative issues. Diversity and inclusion were the most important values among Millennials, with 52% of this generation finding them important. In comparison, 33% of…

Study: Amazon And Walmart Top Retail Loyalty List

A new customer loyalty study defines consumers as three types: Loyalists, Roamers and Neutrals. Loyalists (35%) find a go-to retailer for their needs and stick with them; Roamers (35%) always tend to shop around prior to making a purchase; and Neutrals (30%) have some go-to retailers for particular purchases but also shop around, according to the 2018 consumer survey conducted by customer.com, a division of Customer Communications Group. To maximize customer loyalty, retailers need first to understand what elements of their current shopper experience appeals to each group. Beyond the convenience that is valued by all shopper types, Loyalists are more motivated by “Passion Factors” such as trust, fair treatment and a caring staff. In contrast, Roamers can be convinced to consolidate their purchases with a single retailer by stressing more practical elements, such as ease of purchase and returns, customer service and incentive offers. Additionally, all retailers should involve the entire enterprise in their customer loyalty efforts.

Peet’s Coffee Takes The Guesswork Out Of Promotions With New Loyalty Solution

Peet’s Coffee was looking to expand its Peetnik Rewards loyalty program to all 240 stores following a beta test period, but needed a more reliable platform. By partnering with Paytronix, the chain got a more stable platform, along with a bonus: detailed data about program members’ activity, which has translated into valuable marketing insights and measurable benefits. The chain moved its loyalty and stored value program to a SaaS platform from Paytronix. Within six months after a July 2017 chainwide rollout, Peet’s had achieved:

C-Store Loyalty Programs Drive More Trips From 51% Of Customers

Given that “convenience” is literally built into their name, it’s hardly a surprise that as many as 44% of shoppers select a convenience store based on location. However, loyalty programs are now rivaling convenience in influencing shopper choice: the C-Store Shopper Profile 2018 report from Excentus found that 43% visit a convenience store because it offers a loyalty program. The research found that 51% of customers shop more frequently at stores or chains where they are loyalty program members than at other c-stores. More than one in five, 22%, shop exclusively at that chain. In comparison, only 12% of respondents reported that loyalty programs don’t affect how often they shop at other c-stores. Jeff Hassman, CMO at Excentus, offered several tips to help retailers get the most out of their loyalty efforts: Make your programs easy to understand and explain; Incentivize store employees to promote the program; they exert a large influence in spreading awareness and signing up new members; Include popular rewards categories such as fuel savings; and Personalize offerings to generate more frequent rewards redemptions. For convenience retailers looking to get their loyalty program off the ground, the key is to make the benefits both understandable and noticeable,…

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.
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