Quick: what are some of the best way to acquire loyal customers? If you
look around online, you might draw the conclusion that providing
discounts makes the list.
Billions upon billions of dollars worth of coupons are distributed by
brands each year, and increasingly couponing is moving to the web, where
bargain-loving consumers have more power than ever to seek out the very
best deals available.
Gamification creates unique opportunities for small businesses to create innovative loyalty programs that are on par with large brands.
There’s no denying it. Gamification is hot. We talked recently
with Gabe Zichermann, entrepreneur and author of “Game-Based Marketing,” about
how fun and gaming techniques are permeating every aspect of marketing, and
what it means for measurement.
Customer segmentation is nothing new. Marketers have been doing it for years. But nowadays there is so much more data being captured, and making sense of it is the key to optimising performance.
You can’t please all of the people all of the time, but you can delight a good proportion of them. You just need to find out what makes them tick.
To do this you can create a bunch of ‘1% clubs’. Slice off the top one percent of customers in any given area (e.g. by value, or by engagement). Monitor these groups, treat them differently, experiment, and learn from them.
Just a few short months ago, Microsoft decided to give up on Bing Cashback, a service that Microsoft launched with an obvious goal: expose people to Microsoft search by paying them cash back when they make a purchase through participating retailers.
It worked to a certain extent. When Microsoft originally launched its cashback initiative under the name Live Cashback, Microsoft's share of search volume jumped.
Chatroulette, the social website that connects users randomly for short
online video chats, has become one of 2010's more interesting 'startup'
stories. Founded by a 17 year-old high school student in Russia,
Chatroulette has attracted so much attention that some are convinced it
could become a valuable business.
Yet according to comScore, Chatroulette's traffic dropped for the first
time ever in May, leading some to wonder whether Chatroulette is on the
verge of proving itself to be little more than the latest crazy internet fad.
Do online retailers have a better chance of beating the global recession than their bricks-and-mortar counterparts?
It's no secret that consumers are cutting back big time. Frugality is the new chic. Tight budgets and high fuel prices are leading to an increase in cocooning that can't be wholly attributed to bitter winter weather. Even New York City is reporting subway ridership has scaled back to levels not seen since the 1950s, as workers lose jobs and shoppers don't leave home to shop.
Hard to find bright spots in such scenarios, but grim economic times could bode better for online retailers than their beleaguered meatspace counterparts. A recent Penn, Schoen & Berland Associates survey finds 26 percent of consumers saying
they'll shop more online if their personal financial situation
worsens in the coming year.
These so-called "recession shoppers" aren't just buying online to save shoe leather and tire treads. They're hunting for rock-bottom prices, deep discounts and solid deals.
Most of all, recession shoppers love coupons.