The goal of martech is to add value for business and customer via personalized experiences which increase brand engagement. Loyalty programs seem like the perfect channel for this. So why is there such a huge gap between customers’ expectations for those programs and what they get?
Half of all US customers say loyalty programs don’t offer much value, according to a report from digital insights firm Incisiv and Punchh, a customer loyalty services provider. This is a real problem, given the huge impact these programs have on customer retention, satisfaction and brand advocacy. Customers who sign up for them engage with that brand 70% more than those who do not.
Get the daily newsletter digital marketers rely on.
The gaps. So what is it customers want and aren’t getting?
- 70% prefer to manage loyalty programs via app.
- 26% Top 150 retailers and restaurant chains have a dedicated loyalty app.
- 67% expect surprise gifts.
- 28% Retailers and restaurant chains send gifts, offers or discounts on special occasions
- 75% prefer instant discounts/redemptions.
- 16% Retailers and restaurant chains offer instant discount on purchases instead of reward points.
- 72% expect personalized rewards.
- 48% Retailers and restaurant chains offer some form of personalization.
Enough with the cards already. It’s 2022 and people have been irritated about physical loyalty cards for decades. In case your own experience isn’t proof enough: 43% of shoppers say physical cards are the biggest obstacles to claiming rewards. And, this shouldn’t be surprising, 57% of shoppers like to engage with loyalty programs on their mobile phones. This means a digital rewards card is the bare minimum if you don’t have an app.
If you do have an app, it should clearly provide more functionality and benefits than a card. The more it does that, the more people are likely to use it. Over 70% of shoppers are more likely to participate in a loyalty program that provides access to loyalty cards and rewards via its mobile app. However, only 4% of grocery retailers offer enhanced rewards or benefits on their apps.
Make members feel special. Joining a loyalty program signals that a customer values your brand (37% of shoppers are willing to pay to join or upgrade to a higher tier of their loyalty membership). Make sure they know you feel the same about them. Nearly 60% say loyalty programs don’t make them feel they are a part of an exclusive group. How? Well, 46% want premier or exclusive access to sales and promotions.
Why we care. I can’t tell you how many websites I registered with and forgot about that send me an email on my birthday. I get them from a few loyalty programs as well. I’ve never gotten one with an offer or a discount.
The bare minimum martech stack provides data unification, digitization and channel integration. A good one offers real-time analysis of customer behavior (past purchases, browsing history, etc.) combined with things like product attributes and availability to create an attractive personalized offering. For the customer, loyalty programs have to be more than a way to earn points. They have to give something unique and special. If your stack can’t tell you what that thing is, there’s something wrong with it.
Google Be Colorful Sign from Peter The Greeter
Google Automatically Selecting Background Colors For Search Result Snippet Images
Google Shopping Search Discover Filter For Black, Women, Veteran & Latino Owned Businesses
Google Auto Knowledge Panel Labels Hybrid & Electric Vehicles With Green Font
Daily Search Forum Recap: July 1, 2022
Take on the Zodiac with the Updated Minecraft Minions DLC
Top 6 Free Survey Maker Tools For Marketers
LinkedIn Shares Marketing Industry Insights and Tips in Latest ‘Big Thinking’ Digital Magazine
Google Analytics Overview By Hour Report Currently Not Counting
Einstein, Empathy and AI
Why Google Doesn’t Like Some SEO Metrics
How Software Systems Enhance the Performance of Gym Business?
9 Creative Company Profile Examples to Inspire You [Templates]
Strategizing Your Instagram Marketing – DigitalMarketer
How to Calculate Your Lead Generation Goals [Free Calculator]
Google Single URL Inspection Tool Dog
Google Bar & Pool Table Room
24 questions to ask identity resolution vendors during a demo
Good Web Sites Are Good For SEO, Says Google
Alcides Aguasvivas On Proper Infrastructure For Sites To Perform Well In Search
SOCIAL5 days ago
The future of commerce is social. 5 brands getting it right.
MARKETING5 days ago
How Brands are Investing in Video Marketing On a Budget [2022 Data]
SOCIAL5 days ago
Murdered rapper’s song pulled from YouTube in India
SOCIAL5 days ago
‘Greenwashing’: a new climate misinformation battleground