10 Inflection Points to Driving Brand Loyalty

Moola Launch 7

Retailers (Photo credit: vernieman)

Amid weak retail sales, some retailers are increasing their investment in traditional transaction-based loyalty efforts, premised on rewarding customers after their purchases. Yet, some brands are missing the opportunity to use the insights from pre-and-post purchase interactions to build customer loyalty.

The big opportunity is for brands to build loyalty when consumers search online, check in in-store, share their purchases on social media, and even when they upload post-purchase usage data via an interactive app. The most successful loyalty marketers do three things in common:

  1. Link customer data to search to predict and provide both customers and potential customers with relevant, timely and personalized offers
  2. Capture customer data and information throughout the purchase process – from the initial browsing to purchase and post-transaction
  3. Recognize and reward customers who provide their data and preferences through the entire purchase cycle

10 key inflection points that retailers will need are:

  1. Before They Walk in the Door
    Learn as much as you can about your customers and their interactions with your brand before they even make a purchase decision
  2. At the First Sign of Trouble
    Things can go wrong in a new relationship – but leveraging data can help retailers employ tactics to save the relationship
  3. During a Life Change
    Use what you know about your customers’ lives to tailor rewards programs to personal milestones
  4. When They Join Your Loyalty Program
    The moment a customer decides to join a program, the experience must be executed flawlessly
  5. At the First Sign of Life
    Act on insight from early loyalty program interactions
  6. During Program Redemptions
    Deliver a flawless redemption process to keep customers coming back for more
  7. During Make-Good Opportunities
    Failures are inevitable, so your response to a negative experience is critical to keeping the customer loyal
  8. When You Exceed Expectations
    Customers often anticipate the bare minimum in service, and appreciate even modest efforts to exceed expectations
  9. When You Anticipate Their Needs
    Connect the dots through data and analytics to identify future needs
  10. When They Sing Your Praises
    Reward and recognize best customers and turn them into vocal advocates

From: Aimia

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