Your brand’s opportunity to build relationships with its customers extends across all points of engagement, whether that’s at the register, on a mobile device, through online ordering, or via a subscription program. Loyalty is the sophisticated tool that lies at the heart of that technology suite, connecting each piece to create a consistent and personalized experience for the customer. Implemented with the right technology partner, loyalty can pay huge dividends.
When customers identify themselves as loyalty members, they are giving your brand a wealth of information about their habits, routines and preferences. With that data and the help of artificial intelligence, your brand can create personalized experiences — across the digital platform and in-store — for every customer, building relationships and ultimately fostering greater brand loyalty.
But it’s not enough to be personalized; the experience must also meet expectations. Customers may order online, use a mobile app, or come in through a third-party aggregator, but all of those experiences should be as consistent as your brand is. A good loyalty program will keep guests engaged across all channels.
What does this look like, exactly? It could be an automated cross-sell pop-up, powered by a machine-learning algorithm that makes a personalized suggestion while a customer places an online order. Or it might be a mobile app’s push notification that targets a customer who’s within two miles of the store and suggests a stop for fuel or an afternoon caffeine fix — whichever is more personally relevant.
Loyalty is also the foundation of today’s most cutting-edge marketing tactics. Monthly subscription programs for items like coffee and gas have grown in popularity among convenience stores because customers are allocating a portion of their monthly spending before even pulling into the parking lot. Without loyalty, these programs aren’t possible.
Paytronix data shows that loyalty programs are capable of returning 10x multiples on a brand’s initial investment. But in order to see these results, you must apply the right measurements and make loyalty integral to the customer experience.
Kiera Blessing is a marketing specialist for Paytronix, a single-platform guest experience tool for convenience stores and restaurants. Before joining Paytronix, she worked in the hospitality industry, and for an industry-leading POS provider.
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May 20, 2021 at 01:22AM
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Five Keys to Driving Membership in Advanced Loyalty Programs - CSNews Online
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