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Customer, Engagement

The Customer Journey: Engage, Retain, Transform

Today’s consumer no longer wants to be guided by merely transactional impulses. They want to find more, they look for new or enhanced experiences, they want to feel unique. Subsequently, the retail sector cannot settle for an occasional customer – a ‘peruser’, a browser, a surfer. Brands are in a battle to become that “go-to name”, the first place you think of when you need or want something or the feeling takes you. Somewhere that welcomes you and facilitates your experience each time. How can a brand level up and achieve this coveted status?

In a simple purchase process, the customer perceives a need or interest, browses options, checks offers and makes a decision. The tendency is to settle on a desired product or service and then weigh up the price, or value for money. In this experience if attention to customer retention, engagement or loyalty is weak, should any one of the items in the equation fail you’ve lost a customer, their recommendation or influence, and any chance of a return visit.

Simple loyalty strategies work on the basis of generating a reason or incentive to return to the business, for dependable recurring profitability. Customers appreciate the benefits that the brand gives them for their support and this fosters a sort of reciprocal dependency. You like the brand and the brand likes you. But can we really call this relationship sustainable or even rewarding? How protected is it from alternatives or distractions?

What if we integrated a more focussed Customer Engagement strategy within the experience? Here, the brand introduces elements of intrinsic motivation for the customer: incentives and rewards that speak to the individual’s wants and needs, generating a deeper emotional connection between brand and consumer. At each touchpoint between customer and brand, the offerings are more in tune with the customer’s profile, meaning the purchasing or browsing experience is more satisfying, increasing the individual’s commitment to the process, purchase, and return. Your recommendation will be positive.

The objective is that neither the process nor the relationship end at the point of sale.  The brand can continue interfacing or interacting with customers in order to keep building their understanding of needs and tendencies, strengthening relationships with personalised communications and offers, collecting feedback and (importantly) acting upon it to demonstrate more meaningful value for customers than just the product or service offering. In turn, consumers feel recognised and become more involved in the brand beyond their initial browsing interest – advocating willingly for what the brand represents or means to them and seeking more positive experiences as the bond continues to grow over time. Customer retained and engaged. Relationship transformed.

16/11/2020/by Cristina Hernández-Palacián
https://www.motivait.net/wp-content/uploads/2020/11/Customer-Engagement-JRN-EN.png 2250 4000 Cristina Hernández-Palacián https://www.motivait.net/wp-content/uploads/2022/10/motivait-logo-web-300x113-1.png Cristina Hernández-Palacián2020-11-16 12:47:462022-12-12 14:18:44The Customer Journey: Engage, Retain, Transform
Customer

Loyalty: The Next Generation

Everyone seems to have a loyalty scheme these days, from local sandwich shops to global retailers. Just look in your wallet or your purse and count how many loyalty cards you have in there!

Research by Nielsen for their Global Retail Loyalty Sentiment report showed in the UK 89% of people say they have a loyalty card of some type, with an average of 3.6 cards per person.
This doesn’t even consider loyalty apps, which are on the rise as well.

As specialists in the field, this leads to us questioning what loyalty in this context really is and what it should be. If you look at the stats, you see more than half of those belonging to loyalty schemes state financial incentives, such as discounts, are most important to them. This makes you ask a difficult question, are they truly loyal or is their loyalty really being bought? If another store offered better discounts, would their allegiances change?

We are seeing more and more retailers using data to help drive more people-centric loyalty programs, creating more personalised discounts and offers. The days of being sent a generic discount coupon for nappies when your kids are in their teens are becoming a distant memory in many instances.

Where large amounts of data are not available, we see at least see more flexible approaches to loyalty schemes being implemented. Rather than having specific discounts target at a customer, they are given the choice of what they may like to spend their loyalty points on.
Other brands are taking this to new heights, offering apps that function more like games than a way to monitor your profile, inviting users to participate in competitions, quizzes and even treasure hunts to earn prizes.

At Motivait we view loyalty as a relationship between you and your potential customer. Like any relationship, it should not be taken for granted. It also needs to be worked at constantly, never accepting a one size fits all forever approach. Through the combination of traditional loyalty, good data and well thought out gamification, we aim to create deeper and more meaningful experiences for your customers.

Your loyalty scheme needs to stand out from an ever-increasing crowd. Can you, hand on heart, say yours does? Our platform has been built with this need in mind, including a range of potential features covering simple rewards through to complex gamification, all with the customer experience at the core. Not only that, it has been designed with full GDPR compliance in mind, something that every retailer needs to have by May 2018.

The next generation of loyalty is already upon us, don’t get left behind, start building those personal relationships with your customers now.

19/03/2018/by Lara Jones
https://www.motivait.net/wp-content/uploads/2017/12/iStock_77785593_XXLARGE.jpg 3283 4924 Lara Jones https://www.motivait.net/wp-content/uploads/2022/10/motivait-logo-web-300x113-1.png Lara Jones2018-03-19 10:21:442018-03-19 10:21:44Loyalty: The Next Generation

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