{"id":1825,"date":"2015-09-02T15:40:00","date_gmt":"2015-09-02T15:40:00","guid":{"rendered":"https:\/\/web.givex.com\/your-omnichannel-loyalty-strategy-use-these-steps\/"},"modified":"2022-12-06T20:03:45","modified_gmt":"2022-12-06T20:03:45","slug":"your-omnichannel-loyalty-strategy-use-these-steps","status":"publish","type":"post","link":"https:\/\/web.givex.com\/es-mx\/news-insights\/your-omnichannel-loyalty-strategy-use-these-steps\/","title":{"rendered":"Your Omnichannel Loyalty Strategy – Use These Steps"},"content":{"rendered":"

Here\u2019s what omnichannel loyalty is and why it matters for your business:<\/span><\/p>\n

Definition \u2013 <\/em>Your customers now expect you to know who they are, what they have purchased and their preferred methods of interacting with you, while at the same time not wanting your business to compromise their security or privacy.<\/p>\n

Omnichannel loyalty programs address this expectation as they deliver engagement via multiple channels to meet the needs of each customer via their individual preferences.Whether via print, online, broadcast, retail Point-of-Sale (POS), direct mail or social media the effective omnichannel loyalty program engages the consumer with the correct message at the correct time via the correct channel. With omnichannel loyalty your organization aims to implement ongoing campaigns that speak to each customer and engage them with your brand.<\/p>\n

With omnichannel loyalty you never stop selling, but instead of yelling the same sales pitch to everybody, you are whispering individualized sales pitches unique to each customer.<\/p>\n

Beyond just speaking to each customer you are also tracking them in whatever channel they are interacting with you whether their smartphone or desktop computer, knowing what customer is buying what how.<\/p>\n

Here are some actionable steps to implementing omnichannel loyalty:<\/p>\n

Step 1 \u2013 Use Data to Give Targeted Offers:<\/strong><\/p>\n

Omnichannel loyalty is not about sending the same offers to everybody \u2013 instead it entails sending individualized offers to similar clusters or segments of your customer base. Do not give your marketing department the directive to send each of your thousands or even millions of customers an individual offer each. This is not viable.<\/p>\n

Instead as a first step get the data on your customer base gleaned from previous surveys, emails, POS data, website usage and loyalty and gift card programs. A good, basic data-centric loyalty program will give you the data needed to segment or group customers with similar demographic and psychographic information together (for more on psychographic marketing read this).<\/a><\/p>\n

An example of the type of information you can expect from your data team is; a grouping of your single, male customers ages 18-26 who prefer fashion-forward products, see the brand they buy as an extension of their masculinity, live downtown and have medium-to-high paying white collar jobs vs. female customers ages 35-55 who are career-oriented, executives, with one to two children, divorced, believe in value in products instead of brand-recognition, don\u2019t buy into advertising messages and live in the suburbs.<\/p>\n

To continue with this example you would not send the same promotional offer or discount to both the middle-aged, executive female and the young, professional male. Nor would you advertise loyalty program benefits to them via the same channels.<\/p>\n

Part of your data teams\u2019 customer base research should have ascertained which channels the female executive and young male uniquely prefer. Know whether the female executive prefers print and email communications while the young male primarily uses Instagram and his smartphone.<\/p>\n

Now with the right data in hand your brand can send offers to each of your customer segments, using language and imagery appealing to each cluster of customers as well as the promotional offers on the product lines of interest to them via the right channels.<\/p>\n

A study on consumer attitudes found that customers now want to connect seamlessly with retailers across channels and also desire personalized communications and targeted offers. The study found that the top three personalization factors that influenced purchasing were:<\/p>\n