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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.
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.
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...
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.
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.