I consider myself to be a pretty savvy shopper. With so many retail choices at my disposal, I won’t settle for anything less than a top-notch shopping experience. I award my business to the retailer that can give me what I want, when I want it, and all within an engaging and seamless experience. In other words, if they make my shopping journey easy and fun, I’ll definitely come back for more.
According to a report by Econsultancy1, over the next five years nearly 50% of B2C organizations plan to differentiate themselves from their competitors by focusing, not on their product, not on their prices, but on their brand’s overall customer experience.
As a consumer myself, when I spend my money with a brand, more often than not, I expect to be rewarded in return and feel somewhat “special” for being loyal. So while having a comprehensive base loyalty program has become table stakes for retail leaders, it’s those who have the most insight into their individual customers’ motivations and behaviors who will be the most successful at building valuable, long-term relationships with them.
With a solid foundation in place, brands need to step back and take in the bigger picture and realize that in-store and online are not the only touchpoints where they can get the customer experience right (or wrong). Brands need to consider ALL channels as opportunities for building, maintaining and (where necessary) repairing customer relationships. For example, in addition to investing in a loyalty program, a brand can use the following building blocks to take their loyalty program to the next level:
- Regular cadence of email communication promoting individually targeted offers
- Relevant in-store and out-of-home advertising that speaks in the brand’s voice
- A personalized online experience offering relevant, targeted content presented to the customer
- Customer Service and In-store Associate training to ensure the best in-person customer experience
To find out more about how compelling omnichannel experiences can drive customer loyalty and higher ROI, read the full article here.