Payment-Led Loyalty – Simply Rewarding
A favourite approach for many marketers is known as the KISS Principle – “keep it simple stupid”. It surprised me the first time I heard it, but once I learned it was the design approach used by the US Navy, it quickly impressed me. With increasing competition for customer engagement, this principle is more important than ever before. Simplicity is becoming an essential marketing mindset that benefits loyalty programme operations, propositions and even customer communications. As retailers, taking payment is the only essential step that takes place with every customer every time, and with the increasing dominance of digital payments, the payment card has become the simplest and most effective way that you can track customer purchases and reward them effortlessly. Simply recognising and rewarding customers WITHOUT them needing to present a loyalty card or even scan an app is one of the most exciting ideas in the industry today – and customers of course just love it. Keeping Things Simple. Payment-Linked Loyalty Reitan…
Driving Loyalty Using CX or “Customer Experience” Mindset
CX – or “customer experience” has exploded in recent years as a powerful business tool that truly drives customer loyalty and advocacy – not “just” using structured loyalty programmes, but by re-engineering your whole business in order to delight customers. Today’s episode of “Let’s Talk Loyalty” features an interview with Michael Killeen, founder of the “CX Academy” to figure out why so many companies are appointing CX professionals in their senior management teams, and how we as loyalty professionals can leverage our expertise in customer retention in order to lead CX initiatives. Listen to learn what brands are seen as the global leaders in CX and how you can upskill and apply similar powerful frameworks in your company. This article was first published by Let’s Talk Loyalty. Permission to use has been granted by the publisher.
How Customer Analytics Can Give You Insights That Others Can’t – And Gain a Long-term Perspective
Most of the classical KPIs that are used by marketers and analysts, and are recommended by industry experts, are basically snapshots. They only look at a small timeframe and don’t consider customer or visitor types or even their development. Typically, when we talk about customer journey it means a time range between the first marketing contact and a conversion – sometimes even more reduced by limitations like 30 days post click or post view. But in the same way as no business can survive without a long-term strategy also no good reporting and analytics should exclude long-term effects and developments. In the worst scenario all classical KPIs show a good performance and still revenue stagnates or even sinks. And you would be surprised how often exactly that is happening. That is why in our new Customer Insights Dashboards for Mapp Intelligence customer analytics and customer development play a crucial role and you will find…
Award-winning Insights from India – Sanjeev Nichani, Raymond Rewards
As a loyalty marketing professional, Sanjeev Nichani has worked with some of India’s top loyalty programmes, including Loylty Rewardz – a programme for over 100 million banking customers in India, AIMIA, and now Raymond Rewards, a men’s retail fashion proposition that recognises and rewards customers across all markets segments and across 1,000 retail stores. Includes insights on launching a loyalty programme within a franchise business, upcoming ideas to engage with members in digital channels and where Raymond Limited is focusing its commercial strategy in 2019 through to 2025. This article was first published by Let’s Talk Loyalty. Permission to use has been granted by the publisher.
Why is a coffee chain leading our adoption of mobile payments?
So why does Starbucks top the charts for the most used mobile payment apps in the U.S. in 2018*: Starbucks app: 23.4 million users Apple Pay: 22.0 million users Google Pay: 11.1 million users Samsung Pay: 9.9 million users *in-store payments (Source: eMarketer) Admittedly, we are still just scratching the surface where it comes to payments using a mobile device. The same could also be said about commerce over the internet, where most consumer internet traffic relates to video. By adding up all the online video watched on websites, YouTube, Netflix and webcams and you have 77% of the world’s internet traffic, according to US tech firm Cisco. To really drive the uptake of mobile payments, a different approach to changing our behaviour needs to be adopted. What can be done on a mobile phone is a fraction of what can be achieved with a desktop, laptop or tablet. Without…
9 Keys to Optimizing your Welcome Email Program
With the New Year behind us, email marketers are quickly transitioning from planning to implementation. An often forgotten, but vital piece to your email marketing efforts is an effective Welcome Email Program. While an engaging welcome email experience doesn’t always have an immediate impact on revenue, it helps establish successful relationships early, and can drive higher customer lifetime value over the course of the relationship. To expand on my last week’s article about triggered & transactional email campaigns, here are the key components to designing an effective Welcome Program: 1. Send a message confirming subscription right away: Immediacy is key to confirm the subscription. Thank customers for signing up and fulfill any incentives used to entice their subscription. 2. Implement a Welcome Series: Notice how I said ‘Welcome Program’ and not ‘Welcome Message’. Develop a true onboarding funnel using a series of messages to introduce subscribers to your brand, prime them for engagement…
Mapp Cloud Now Has Magento 2 Support
Online shops and email marketing belong together. Hardly any other channel is as suitable as email is for informing contacts and existing customers about new offers. Because, regardless of whether on a computer or a smartphone, promo and newsletter emails are opened, read, and clicked. However, creating and sending emails remains also a challenge in retail and e-commerce. Target audiences have to be formed, the content has to be written, mailings need to be created, sent and analyzed. This process is much easier if the online shop and the email marketing tool are optimally integrated. The combination of shop systems and marketing software allows highly targeted email marketing activities based on the customer lifecycle of each individual shopper. For successful retention marketing, existing customers can be engaged, and new customers can be converted into recurring shoppers. In the current market, only very few shopping software is ready for professional use…
Loyalty Experts Worldwide – An Interview with the “Customer Strategy Network”
Running a loyalty programme can be challenging in many ways – with so many internal stakeholders and members to manage. From platform decisions, through to legal and privacy management and of course increasing expectations for programmes to drive measurable returns. Who can you turn to for advice, a second opinion and access to global loyalty brain power? One place is the “Customer Strategy Network” – of which I’m delighted to be a member. Our organisation is a global network of loyalty practitioners available to support loyalty projects on a freelance and flexible basis as needed. Today I chat to Nick Chambers who leads the Customer Strategy Network and we discuss the types of projects we support and work we do – for those time when you might need some extra support to optimise your loyalty programme. With fifteen loyalty experts across 11 countries worldwide, there’s always help on hand…
Digital Marketing Trends in Retail that Drive Sales and Engage Shoppers
More and more retailers are embracing online marketing as it directs shoppers straight to their website. In today’s cross-channel world, providing service through the channels that customers prefer has never been more crucial. Retailers need to deliver a consistent experience across every channel, at the right time, and with the appropriate message. As customers grow more accustomed to using different devices and channels to access information and communicate in their everyday lives, they expect retailers to act similarly and to intelligently respond to their needs in real-time. For retailers, this requires a deeper understanding of their customers and the ability to deliver the most relevant, timely and optimized messages based on all that they know about each customer. By evoking data-driven strategies that leverage a mix of channels, retailers are able to make more informed decisions and develop ways to connect and engage with their customers – while inspiring them…
What is Customer Success?
So what is customer success? It is a no-brainer, right? Customers are successful in a company’s product. The above statement is just a part of it. The meaning of customer success depends on which side of the relationship you are on. From the other side of the relationship between customer and service provider, one could say that: A vendor is successful with its customers. Both the customer’s success and the service provider’s success should be considered when defining and setting up a customer success program. The first definition, based on customers being successful with the product, could mean measurement KPIs for customer success. Customer satisfaction, for example, with a focus on tactics such as more free resources, more free trainings or cheaper pricing. The second definition, based on the vendor being successful with its customers, could lead to more hard-nosed sales KPIs such as revenue and average revenue per customer,…
Witt Weiden Boosts Revenue From Email Marketing By 56% [Case Study]
Witt Weiden, founded in 1907, is a German mail-order house for clothing with a thriving presence in Europe, Russia, and the USA. Catering mainly to women aged 50+, they have generated more than €820 million in revenue in 2017, with a year-over-year growth of 4%. Witt Weiden sends around 250,000 packages every day from the small town of Weiden. The company is part of the OTTO Group, one of the world’s largest retailers operating in 30 countries with online sales of €7.9 billion. The Challenge: Witt Weiden’s performance in the textile mail-order business is highly correlated with their marketing team’s email abilities. The company’s email marketing campaigns encompass at least 14 newsletters a week. Sustaining the company’s success means executing complex and challenging email marketing campaigns for its eight different brands operating in several countries. The primary challenge, however, lay with their email marketing platform that was extremely time-consuming. More specifically,…
Are You Really a Data-Driven Marketer?
You’ve probably heard it a million times before: marketers need to be data-driven. Most organizations understand that, without data, bias and assumptions can lead to poor decision making. And yet, according to Invesp, 87% of marketers say data is their company’s most under-utilized asset. What’s more, another survey shows that 58% of companies base at least half of their regular business decisions on gut feel or intuition instead of data. Collectively, marketers talk a good game about the importance of making decisions based on data – but actually being data-driven is a very different thing. Being data-driven isn’t just a buzzword to be dropped into meetings (and blog posts). Using your data to understand and communicate with your customers is the key to customer-centricity – which is what marketing is all about these days. So how do you know if you and your marketing team are really data-driven? Find out below. 1. You know your…
Everything You Always Wanted to Know About Email Bounces
If you are in charge of creating and managing email campaigns, you’re probably dealing with emotions that only mass emailing can give you. Once you hit that “Send Campaign” button and get rid of the excess adrenaline with a nice shower or a liberating cry in the bathroom stall, it’s time to go back to the front lines. At this point in the game, it really gets tough: it’s time for analysis! Put on your lab goggles and get ready to handle the results of your recent massive send out. A mix of registrations, purchases, compliments, but also (and above all) complaints, cancellations, and a lot of messages from a certain Mr. Daemon. Mailer Daemon. Welcome to the world of bounce! Why Does an Email Bounce Back? Don’t panic. Or maybe you do panic… Because every bounce received is a notification that informs you that, for a certain reason, your…
How to Wave Goodbye to Survey Fatigue: A Guide to Boosting Response Rates
How many times this week have you been invited to provide feedback by a company from which you’ve recently purchased? There have been a few, haven’t there? I’ve had one about buying shoes. Another about why I didn’t buy tickets to an event. And one that was so badly rendered on my mobile that I honestly don’t know what it was about. Survey fatigue is a nightmare for Market Researchers and Customer Insights professionals alike. And it’s a Catch-22. We need feedback to make better business decisions – but the more we ask, the less we get. What can you do? Well, first things first – do you really need to send a survey? You hold most customer data than you think, so see if you can glean the insights you need without resorting to another survey. If you definitely need to send another questionnaire out into the world, here…
Failure : Why Loyalty Programs Fail?
The Delphi Report is an annual report jointly published by the Wise Marketer and the Loyalty Academy, a leading global resource of news, insights, and research for the Customer and Loyalty marketing industry. This year’s report tapped a group of 34 leading loyalty practitioners from 14 different loyalty markets around the world for their insights as we turn our attention to a very thorny question – Why Loyalty Programs Fail. Click here for more information. This article was first published by The Wise Marketer. Permission to use has been granted by the publisher.