At least at the stores I frequent, in-person shopping always follows the same pattern. While checking out, I enter my phone number into the kiosk before processing my payment. The clerk confirms my identity; I grab my goods and head home. Once a month, a coupon is mailed out that ends up lost or forgotten. Repeat. There is no formal relationship. The store is close and has what I need, but I gladly purchase from the almost-identical competitor just up the road.
Loyalty has a different personality for the digital shopper. When I want a brand to notice what I am doing, I log in. I access my customer profile and often have a custom dashboard highlighting my status, activities, and available offers. I always check for an offer before completing a transaction – and when I don’t have a personal offer, I always look for published codes that I may have overlooked. Most importantly, I encounter experiences that go beyond the transaction. I earn points for sharing pictures of the recipe I baked, and I get rewards for telling my friends about my hiking trip through my nearby State Park. I become part of a community and happily advocate on behalf of a brand to improve my next offer.
Brands that leverage Loyalty to unify the in-person shopping experience with the digital shopping experience always win my wallet.
33% of Genius Brands deliver experiential Loyalty compared to 23% of other brands.
Gartner recently announced the list of Genius brands for 2021-2022. The research revealed that Genius brands are “doubling down on Loyalty” to help eliminate gaps in disjointed customer experiences while expanding relationships beyond the transaction. Brands embracing a customer-centric focus work to unite Loyalty and Marketing to improve retention and advocacy.
Journey orchestration
Customer journeys should be prescriptive and informative to impact consumer decisions. Loyalty marketers leverage journey orchestration to respond to transactions in real time and to expand interactions with the brand beyond the transaction.
Smart activation
Identify consumer behaviors as they occur with the Cheetah Web Tag. Adjustments are made to each customer profile in real-time, making it possible to respond to customers in their moments of interest and curiosity. Loyalty marketers provide more consistent experiences and deliver more relevant offers to build better customer advocacy.
Advanced decisioning
Marketers can also leverage natively built Machine Learning. For example, build audiences by clustering similar customers and score each customer based on their likelihood to purchase or churn. You can also personalize the offers that lead to a purchase or customize the points awarded for a transaction or interaction.
Loyalty and Retention
Gain a competitive advantage with Loyalty that goes beyond the transaction. Enterprise Loyalty marketers create experiential interactions to build relationships and transition customers from silently satisfied to active advocates within a community. The use case provides an integrated rules engine that allows marketers to provide differentiated loyalty experiences for each member—from dynamic communications to personalized offers, reward points, and benefits.
Single customer view
The Cheetah Platform delivers a unified, actionable view of each customer, built on real-time data collection from any source. Marketers can progressively update each customer profile while adding more depth and understanding throughout the relationship. Deliver individualized experiences at scale with an accurate single customer view.
Unifying Loyalty with Marketing has a positive influence on customer relationships. Customers spend more and shop more often when they feel engaged with a brand. More customers enroll in experiential programs, especially when their brand of choice has a seamless relationship with digital and in-person interactions. When customers share their experiences with friends and family, it expands the reach and impact of Loyalty and Marketing.
Learn more about enterprise loyalty and how it can help you respond to customer signals:
• Get the just-released 2022 Digital Consumer Trends Index that shares insights from real consumers
• Read about the importance and potential of Relationship Marketing
