Rise of new channels means change in retail loyalty programs
Before the Internet became commonplace in all areas of daily life, retailers had only a few options to generate awareness about their products and services as well as build customer loyalty. Magazine advertisements, paper coupons and other outdated methods were widely used by businesses to draw in consumers. However, that has all changed now thanks to the Web.
Shoppers are increasingly going online to search for, compare and buy the merchandise they want. And retailers, for the most part, are adapting to this shift by implementing solutions and platforms that cater to patrons' ecommerce needs, whether they are using their home computers or mobile devices. Besides offering more Web-based options for consumers, retailers should also focus on updating their customer loyalty programs so that shoppers can take advantage of discounts and deals both inside and outside of stores.
Mobile means loyalty on-the-go
Now that people are utilizing the Internet on a daily basis, mobile devices have given them the tools they need to not only stay connected at all times, but also interact with retail brands whenever they want. For this reason, smartphones and gadgets have become strong focuses for merchants as they determine how to use the technology to boost loyalty.
In fact, research from EpiServer revealed that 61 percent of brands surveyed stated they currently have mobile strategies in place. The study also found that these initiatives are resulting more in increased customer loyalty rather than a higher number of transactions completed through devices, CMA Wire reported. For merchants, this means that smartphones and tablets play a vital role in generating awareness about their offerings and helps draw in customers.
Another benefit of mobile uncovered by EpiServer is that mobile technology can be used to create more personalized messages for patrons. This is another elements that lends itself to better brand loyalty, as shoppers want to feel that their business is valued and appreciated. Retailers that gather data about their customers and then use that information to craft relevant and engaging content for consumers are sure to see higher retention and loyalty rates, the source asserted.
It's all about reimagining loyalty
Retail-Digital wrote that merchants must look at their needs and goals to determine which mobile strategies best benefit their operations. Consumer demands will continue to change frequently, and brands must revisit their loyalty methods to ensure that all aspects are meeting customers' desires.
