View customers as explorers on exhilarating shopping sprees. Show new facets of your brand with each interaction. Who does not love old wine in a new bottle?
4. Loyalty Fetches Royalty
Loyalty management is not just about persuading customers to sign up for programs with tangible benefits. Rather, it's about getting into their shoes, walking with them and making their shopping journeys pleasurable. Engage proactively with loyal customers, help them to climb the loyalty ladder and obtain increasingly beneficial rewards and bring them closer to the brand by focusing on their personal choices and preferences. Use customer intelligence data to derive pertinent insights and empower store associates to provide superior and enriched shopping experiences.
Deeper brand-to-customer engagement engenders heightened loyalty, leading eventually to brand royalty.
5. Social Is the New Stratagem
Love social media or hate it; just don't ignore it. Customers are present on social media at all times, lavishing praise, voicing concerns, and crucifying products and services if they feel disappointed or mistreated. Social media has become the new haven for brand- and feedback-conscious consumers. By listening in on digital conversations about a brand—bouquets and brickbats alike—one can devise powerful marketing programs that pleasantly surprise and engage loyal customers, inspiring referrals and recommendations to the brand's advantage.
Retail men's label JackThreads.com has over 2.5 million loyalty program members and acquired one-fifth of them solely through Facebook ads. Leading apparel and furnishings retailer jcpenney offered an open apology via social media to win back lost customers. The company, which lost one third of its regular clientele after implementing a no-discount sales policy, posted a video on Facebook with the catchy slogan, "Come back to jcpenney. We heard you. Now, we'd love to see you." By proactively responding to human emotions, the company engaged a large section of its target customers simply by running polls, short videos, quick messages and engaging in healthy conversations via social media.