Posts tagged with Loyalty

Starbucks, Costa & Caffè Nero: how do they build customer loyalty?

The votes are in, the numbers are tallied and it's official, we in Britain have turned on our tea drinking tradition and become a nation of coffee drinkers.

Today we consume around 1.7bn cups of coffee a year, with the majority of us drinking two cups a day and spending about £25 a week on coffee alone.

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Do retailers really need a customer loyalty program?

Are there alternative ways of generating customer loyalty other than cards or points to keep your customers engaged and coming back for more?

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Five ways to build trust with customers

In many markets, competition is fierce and customer loyalty seems harder and harder to develop.

One of the reasons: consumers are increasingly a sceptical lot.

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What is customer experience management (CEM) and why should you be focusing on it?

It is my job to explain in the simplest terms certain digital marketing phrases that may seem confusing, misappropriated or darn well unwieldy.

Today we’ll be taking a look at the terms customer experience (CX) and customer experience management (CEM), phrases that in our increasingly consumer-focused and connection-based economy have risen to the top of every business’s agenda.

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cash free buses in London

Payment is all about convenience: where does that leave the mobile?

Payment is kicking off again.

London buses are now cashless. CaixaBank and Barclaycard have both launched contactless payment wristbands.

This begs the question – can mobile muscle in further on in-store payment and loyalty, or is the opportunity disappearing?

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swipestation

Start Me Up! Tracking in-venue engagement with SwipeStation

Measuring engagement in venues is tough, especially when they're not ticketed. Think your local pub for example.

This week I caught up with Sam Fresco, co-founder and director of SwipeStation, which allows for advertising and vouchering from a terminal in-venue.

Fresco launched the start-up at 23, following previous roles at Top 100 digital agency Clock. I asked him about the product and his journey.

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Three game mechanics you should borrow from Candy Crush

Game mechanics are the building blocks of a successful gamification strategy.

These elements make the experience engaging and fun for the consumer. Points, badges and leaderboards are the go-to mechanics marketers often use to make their programs more engaging, but the mechanics marketers can tap go beyond PBLs (as they’re called among game designers). 

Candy Crush, the social game that is more popular than every other game on Facebook, uses a long list of mechanics to create motivating and addictive experience for the user.

And there are a number of lessons marketers can learn from the torrid success of Candy Crush.

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How marketers can drive engagement at every phase of the purchase cycle

It’s not just the moment of purchase that matters. To successfully build customer loyalty requires fresh marketing strategies at every phase of the purchase cycle: before, during, and after.

Before deciding to spend their hard-earned money with your brand, consumers receive countless messages that detail product announcements and ways to save money. To break through this noise, a streamlined and efficient engagement strategy is critical.

At the time of purchase, on the other hand, with consumers facing options from dozens of competitors, brands must change the shopping game to aid consumers in making an educated buying decision.

Finally, after a purchase is made, your brand has a choice of either allowing the customer to walk away in anonymity or continue the conversation by creating an identified and meaningful ongoing relationship.

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frontflip app

The five most interesting mobile loyalty apps

When a good idea comes along in retail and digital there are soon many, many start-ups getting in on the action.

Take loyalty apps for example. Loyalty is a big beast. Many types of company may consider it part of their remit, from digital payment solutions, to social-style check-ins, to group buying sites, or indeed a retailer’s own app.

I’ve previously looked at the state of apps in retail and found that using loyalty schemes is pretty much the major rationale for customers using a retail app.

Whether customers will settle on retailers’ own apps or on a generic loyalty scheme provider (perhaps lumped with payment) remains to be seen.

But of those tens of consolidated loyalty apps, which are the best? Here’s the list of five I think are most interesting. Whether mobile wallets such as PayPal and Google Wallet will buy them up remains to be seen but the space seems set to get richer before it gets poorer.

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How marketers can build loyalty during a long purchase cycle

A key element for loyalty programs, especially in industries like retail and restaurants, is product purchase frequency. Frequently purchased products enable members to earn more reward currency and keep the product and the program top of mind.

Does that mean that products without a high rate of purchase frequency can't implement a successful loyalty program?

They actually can, it just requires a little creative thinking and a different approach.

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Island Records and Time Out launch NFC campaigns

After looking at the pros and cons of NFC (near field communication), it’s clear there’s a place for tapping to enjoy content as well as to pay for products.

However, the customer’s willingness to tap a poster with their phone is dependent on how well many initial NFC campaigns are carried out. Some clunky efforts, with terrible landing pages and insufficient incentives have risked putting users off for good.

This is changing as brands start to use the technology in better surroundings and to better purpose. A mall is the perfect environment to encourage users to tap with their friends.

To that end, from this week, shoppers can “turn on, tap and enjoy” content and competitions at Westfield shopping centres in London through CBS Outdoor digital pods, which use Proxama’s TapPoint NFC platform.

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Tap on the map? Maybe I was wrong about NFC

I recently wrote about mobile NFC being dead in the water. Since then a few dissenting voices have piped up. Understandably, some working in this area. 

One of the voices was Proxama’s. It runs TapPoint, which is a cloud-based SAAS. I spoke to the MD, Miles Quitmann, and he was refreshingly honest enough to turn my oil tanker of beef around and leave me excited about the possibilities of loyalty ‘on tap’. 

So here’s a summary of emerging possibilities for marketers, using the growing number of NFC enabled smartphones in the market.

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