Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.
Don’t underestimate the value of CRM: across the EMEA region, smaller businesses are realising its measurable benefits, driving growth. New research examining business processes and the customer journey has resulted in this infographic.
Most companies would say their customer service is good. Yet even today, few have in place a co-ordinated intelligent and proactive strategy for managing the client experience; providing the customer value. Here’s how a systematic approach works.
The concept of rewarding customers for their business has been around for decades. From ‘savings books’ that allowed consumers to save stamps that could be exchanged for products, to modern day schemes like reward cards, brands have long been leveraging customer data and using incentives to encourage customer loyalty. So how can marketers best take advantage now of the ever-developing rewards market?
Email, phone, text, messaging apps, social platforms, traditional mail – there are so many communication channels that brands are over-messaging and customers are switching off. Are brands losing sight of the fundamentals of customer value?
Are businesses being smart with their budgets or are they still sending out marketing messages in bulk without thought for personalisation or what the customer actually wants?
Over the course of the next decade, it will probably not be enough to just engage with digital; organisations will have to become digital enterprises.
If you suspect your marketing is actually losing you money, Bryony Thomas says you should be assessing your business against the Thirteen Touchpoint Leaks.
Working alongside the MyWaitrose programme, Ecrebo’s marketing platform will allow Waitrose to send targeted offers and messages to its customers, based on the products they have bought.
The offers will be handed to customers instantly at the till via coupons printed alongside their receipts.
Waitrose said the technology will complement and extend the channels through which it talks to customers, including its loyalty scheme.
As well as providing shoppers with money-off rewards tailored to their shopping habits, Ecrebo’s platform will give consumers offers within new and relevant product categories and provide them with recipe suggestions.
The partnership, which will form part of Waitrose’s CRM programme, follows a successful trial during 2015.
Waitrose customer loyalty manager Sam Winterson said: “Rolling out Ecrebo goes down as one of our smoothest IT implementations to date. We’ve been particularly impressed with the instant flexibility of the software which allows us to deploy or change promotions in a matter of minutes.”
One of the greatest shifts in customer loyalty is the movement towards digital. Tim Barton discusses how retailers can rise to the challenge, raising the standard of customer loyalty programmes.