Last week, we found the below infographic from Capgemini Consulting with some startling figures on retail customer loyalty programmes.
53% of shoppers admitted having abandoned a customer loyalty scheme in the past year, with almost 90% of social media sentiment about these programmes being negative.
What’s wrong with them and why aren’t they so popular any more? Much of this has been caused by the digital takeover, and customer expectations of an omnichannel experience (whenever, wherever, and however a customer wants to buy). This isn’t to say that all loyalty cards are dead and all CI retailers need to create a groundbreaking mobile app… but they do need to understand the new ways customers are interacting with their brand. Are retailers using this incredibly valuable customer data to find out what their audiences are looking for? Are they using these programs to engage customers once they’ve stepped out of the store?
Digital has the opportunity to revive loyalty programs and excite customers with deals that are more personalised, more engaging and easier to manage. If your business has a Facebook page, you already have opportunities to build a dynamic and targeted loyalty program.
Facebook ‘Offers’ are free to put together, can be built with expiration dates and claim limits, and work in exactly the same fashion as vouchers. Users who click the ‘Get Offer’ button get emailed a receipt and can show it in store to claim discounts, sample products, or any other form of offer. Better yet, businesses can pay to advertise these on Facebook and target large groups of new shoppers with just small budgets.
Crowd are helping local retailers embrace new digital platforms and ways of engaging customers. Find out more about us and contact us here.
