top ten tips: using technology to boost customer loyalty and roi
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Post on 19-Aug-2015
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- 1. Top Ten Tips: Using technology to boost customer loyalty and ROI
- 2. In context Gartner says that there will be some 30 billion web-connected devices globally by 2020; and whilst this presents fantastic opportunities for marketers, focus should be on the customer and not on the latest piece of shiny new tech. Poorly used technology could simply result in disengagement not only from communications, but from the brand altogether. When we speak with partners and prospects, technology is often at the top of their agenda, and brands are sometimes scared of being left behind. So, the question is; how do you ensure that your brand is using technology to deliver the most relevant and timely communications in order to drive your customers to spend more, spend more often, and remain engaged? Here are our top tips for using technology to increase customer engagement and loyalty. As new technologies constantly emerge and evolve, its easy to get swept up in their appeal to find new ways to connect with customers. With every new product promising to increase sales, it can be difficult to tell what is really worth investing in - and what will be a long-term solution rather than a fad.
- 3. Dont underestimate the power of the consumer With so much to do and so little time, todays consumers are happy to embrace technology into their everyday lives. With information and choices at consumers fingertips, if youre not offering a personalised, relevant, targeted and streamlined experience across all channels, chances are you wont keep your customer for long. To stay one step ahead, consider how new technologies will affect your specific customer groups, and anticipate their needs. This could be as simple as sending out an alert with a special offer if a customer has abandoned their shopping bag before making their purchase, or providing customer service support via their preferred channels (i.e. social media, text, live chats, etc.). But, ensure that you are targeting the right people, with the right message, at the right time. This is where insight and integration is so essential, and is one thing that we look at when we start working with brands. Whatever makes life easier and simpler is unlikely to meet with resistance - as long as the value of the technology can be communicated. 1 2 3 4 5 6 7 8 9 10Summary
- 4. Mobile rules Global Web Index highlighted that 80% of internet users worldwide own a smartphone. This is where we manage our digital lives - from communication and social networking, to lifestyle management, media playback, shopping, travel, payments and productivity. In terms of your website, a mobile site just doesnt cut it anymore from the customers perspective. Just because theyre using their phone, this doesnt mean they want to access less information about your brand. Key to providing an omni-channel experience is offering the same service regardless of device. Having a responsive as opposed to a mobile site provides a consistent user experience whether a customer is on a phone, tablet or PC. Heres our opinion on how to get the most out of NFC: Link payments directly to the customer for instant insight into buying preferences and spending habits. Deliver personalised offers at the till-point to influence purchasing and encourage a higher spend. Segment the data received to understand which of your customer groups are most actively using NFC and which offers or communications are most successful; then adapt them in a real-time test and learn environment. In our experience, NFC offers limitless potential for customer loyalty and data collection - but most importantly, all in real-time. Mobile brings with it an array of marketing techniques that allow you to get personal with your customers. 1 2 3 4 5 6 7 8 9 10Summary Mobile is steadily becoming a portal from the offline to the online, and NFC (Near Field Communication) acts as the consumers new digital wallet, allowing them to carry everything from a credit card to a loyalty card within the convenience of their smart phone.
- 5. Location, location, location Location-based notifications add value to the in-store experience by providing timely, targeted messaging to customers in or near your store. Lets look at iBeacons, which recognise smartphone users as they walk past, or through the store. The data you receive when sending an iBeacon depends on whether you have an app. Solo, iBeacons enable gathering of information about customer numbers, their in-store location and uptake of offers. Combined with a loyalty app (where you will have already collected initial demographic data), iBeacons send you rich data on exactly whos shopping and allow real-time segmentation of your customer base. This gives you the power to push the customers next action; for example sending targeted offers to those already in your store who are most likely to respond. Remember that your communications should be contextual. Consider time, location, demographic and individual needs when planning your messaging. In its simplest form - theres no point promoting barbecues when its -5 degrees outside. 123 4 5 6 7 8 9 10Summary Send targeted offers to push customers next actions.
- 6. Dont forget your physical retail environment From self-service tills to in-store kiosks, consumers want in-store technology to enhance their shopping experience; making it simple and fluid. Kiosks and interactive tablets are an additional touch-point in the customer journey, and can be used to trigger additional engagement and data collection opportunities, such as providing personalised offers, self-service ordering, or membership/loyalty sign-ups. The Westfield How We Shop Now survey highlighted that half of shoppers decide where to shop based either on the quality of mobile signal or the availability of Wi-Fi in store. Whilst not only enabling the consumer to share, surf, or shop; in-store Wi-Fi registration enables you to collect data on footfall, browsing activity, and customer demographics. Consumers want in-store technology to enhance their shopping experience. In-store Wi-Fi registration enables you to collect data on footfall, browsing activity, and customer demographics. 1 234 5 6 7 8 9 10Summary
- 7. Second-screening = real-time participation Ownership of multiple hardware devices has led to the rise of second- screening (watching TV whilst on another device). Whilst this raises questions about how focused a customer is on your brand whilst second- screening, you can utilise this trend to engage with them on a different level, and on their terms. We can now participate and interact with what were consuming - for example in the X Factor app users can rate contestants in real time; and Twitter reported that over 40% of evening Tweets are TV-related (Kantar Media). Its important to think about how you can drive your customers to participate in real time. Consider topical and timely tweets; targeted online or social media ads at the times you know your customers are active; or (if budget allows) gamification and interactive TV ads. For example, with Shazamable TV, a simple tap of the Shazam app when an ad is shown on TV lets viewers interact with the brand on their smart device to submit data, play a game or access more information. Think about how you can drive your customers to participate in real time. 1 2345 6 7 8 9 10Summary
- 8. Wearables & The Internet of Things Its easy to get excited about the Internet of Things. Everyday objects connected to the internet means brands can subtly integrate themselves into customers daily lives: at the breakfast table with their connected fridge; on-the-move with their smart watch; or using an app to turn on the heating before they get home from work. This can provide you with valuable data about who your customers really are. But stop and ask yourself, Why are we doing this? What do we hope to achieve? How does this benefit our customers? The Altimeter Group say that you must place your brand fully, intuitively, sensitively, and centrally to how customers expect to interact with and experience the brand. Ultimately, its all about customer convenience. The full implications of The Internet of Things are only just beginning, but were convinced that it will have huge impact on customer experience and loyalty. Were completely fascinated; and are working furiously to understand how to maximise the wealth of data and customer insight that it will no doubt deliver. 1 23456 7 8 9 10Summary You must place your brand fully, intuitively, sensitively, and centrally to how customers expect to interact with and experience the brand.
- 9. Segment and target For example, Sky TVs AdSmart shows different adverts to different households watching the same programme (on a Sky TV channel). Segmenting your data lets you build communities of likeminded individuals, which you can then target with specific messages based on their preferences and interests. 1 234567 8 9 10Summary
- 10. Make sure you get the right data, not just Big Data By following just one of these tips, its inevitable that youre going to end up with a lot of Big Data. We use the So What? phrase it may be interesting that Year 1 performed better than Year 2, but So What? Whats it telling me? What can I do now I know this? This is the joy of Big Data, it allows us to drive more insights and more answers to these So What statements. Effective loyalty schemes generate higher levels of accurate data about customers, which can be taken advantage of in marketing efforts. Tailoring and personalising campaigns towards individual needs, lifestyles and preferences lets you build relationships and engagement; consequently increasing profitability (ROI). 1 2345678 9 10Summary Your data should clearly show how investment in your loyalty scheme directly affects sales and influences customer behaviour - if it isnt g
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