Posts tagged with Loyalty

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How to foster loyalty with great customer service

Despite initial concerns, research shows that the exponential growth in online shopping has not killed off brand loyalty. In fact, good customer service is still one of the main driving factors for consumer spend.

With the cost of acquisition of new customers relatively high through search engines, affiliates or other channels, it pays to keep hold of the customers that you already have on your side, to encourage repeat visits, building for the lifetime value of that customer rather than taking a quick win.

You cannot buy loyalty in the true sense of the word, it has to be earned, but the good news is that there are a number of ways that you can foster it:

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Four ways to improve the customer experience through mobile loyalty

From increasing brand awareness to accelerating conversions and transaction volume, mobile has become an integral way for brands to guide consumers along the path to purchase.

The rise of mobile is a key factor in the shift from what used to be a linear path to purchase. The days of "here's our ad, see you at the register" are long gone and have been replaced by a broad, multi-faceted discovery and engagement process.

With this evolution, marketers must make effective investments that use mobile as a connective tissue in the increasingly non-linear purchase cycle.

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Just 15% of consumers believe it pays to be loyal to brands

Only 15% of British consumers believe strongly that it pays to be loyal to their favourite brands, according to a new survey by Epsilon.

However if brands can offer what consumers want – which half of respondents identified as being value and quality in the products or services they are offered – they have a good chance of encouraging customers to remain loyal.

The research, which was conducted among 419 British respondents, also shows that the recession appears to have made UK shoppers more frugal.

More than half (57%) of respondents said that they will shop around to find the best deal and just (15%) are prepared to pay the premium for luxury products and new-to-market products.

Looking at what drives repeat purchases, just over a quarter (28%) of British customers see rewards programmes as an incentive to secure their loyalty.

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Five examples of how to drive consumer loyalty via mobile

Loyalty schemes are big business. You only have to look at Tesco’s Clubcard, Boots Advantage and Nectar points to see how effective they are at drawing consumers in and creating brand loyalty on the high street.

But looking around the globe traditional loyalty models are being taken on by the mobile revolution. Brands using their mobile channel to target engaged consumers and deliver smarter, personalised deals are giving traditional routes a run for their money.

Fiddling about with coupons and cut-out offers at the till will soon be a thing of the past. Brands that have harnessed marketing to mobile, enhanced by mobile payment solutions, will smooth the way when it comes to redeeming offers at the point of paying.

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The ‘relationship era’ is well under way, but are marketers doing enough?

P&G’s former CEO, A.G. Lafley, is credited with turning around the company under the mantra “the consumer is boss” – putting the customer at the centre of everything they do.

It sounds obvious, doesn’t it? Keep your customers happy, be in touch more often (not to sell, but just to show them some love), offer exceptional customer service and then just reap the benefits.

Or in other words, invest at least as much to retain your customers as you did to acquire them.

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Five dynamic pricing issues retailers should consider

From social media sentiment analysis to digital ad buying, faster is increasingly seen as better, or at least necessary.

So it's no surprise that the ability to generate lots of data and analyze it rapidly is changing the way products and services are sold.

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Six interesting examples of gamification in ecommerce

The video game industry is worth more than $100bn worldwide, so it's no surprise that businesses are using gamification to try to boost sales.

The idea is that by adding gaming elements to the sales process, such as small challenges and rewards, you can increase customer loyalty and advocacy.  

As in every game or competition, the participants have to be motivated by a worthwhile reward. It’s also true that the greater the reward, the more you can ask people to do to earn the reward.

Last year Gamification CEO Gabe Zichermann said that the reward customers most valued was status above their peers. His justification was people are already used to being rewarded with additional titles and status while playing video games.

Obviously gamification isn’t necessarily suited to every company, as it could end up undermining the brand values.

But it can also reap huge rewards. So here are six examples of brands using gamification in ecommerce...

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UK online shoppers put loyalty before price: report

In Australia, 98% of shoppers would like to buy local, but the vast majority turn to overseas retailers in search of lower prices.

Fortunately for digital High Street retailers in the U.K., British shoppers are less influenced by prices than their friends in the Southern Hemisphere according to a survey conducted by digital marketing solutions provider EPiServer.

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Discounts and loyalty: a bad match?

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.

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Gamification and small business loyalty

Gamification creates unique opportunities for small businesses to create innovative loyalty programs that are on par with large brands. 

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Q&A: Gabe Zichermann on gamification, fun and metrics

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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.

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How to segment customers into ‘1% clubs’ to boost satisfaction

How to segment customers into ‘1% clubs’ to boost satisfactionCustomer 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.

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