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Customer loyalty is no longer a matter of finding a “one-size-fits-all” approach and sticking to it. Customer demand is constantly shifting across generations, demographics, and even international borders, and rigid approaches are falling behind when compared to more flexible, personalized user experiences.
That was the theme of “Loyalty for Your Global Audience: Creating Programs That Work,” a webinar presented on Tuesday by Snipp. Powered by Loyalty360, the webinar addressed the challenge of adapting loyalty offerings according to expectations on a global scale.
Speaking on behalf of Snipp was Anthony Fioto, VP of USA Loyalty; Hannah Dwyer, Director of UK Business Development; and Tamara Oliverio, Sr. Director of USA Loyalty strategy.
“Ten years ago, there were one billion things connected to the Internet, whereas now there are five times as many,” noted Oliverio. “This puts pressure on brands to tap into these devices and integrate across these mobile platforms.”
The “Internet of Everything” is just now starting to boom, and analysts predict that up to 75 billion devices will be connected within four years. Engaging with consumers in new ways will be critical for brands to remain relevant in this connected environment.
Mastering the smartphone is a simple way to engage an increasingly connected audience, and creating a streamlined user experience can provide a huge boost to loyalty program participation. This concept isn’t restricted to U.S. customers.
“Ten percent of UK shoppers used their phone as a method of payment, and this technology can both simplify and enhance the digital shopping experience,” Dwyer explained.
Global loyalty also forces brands to consider the cultural background of consumers; buying behavior can vary greatly based on country and racial demographic.
“Companies must remember that buying habits are formed through each customer’s personal experiences,” Oliverio said. “These personal experiences, therefore, create a need for hyper personalization.”
The need for omnichannel communication has forced loyalty programs to take a broader approach. Where companies once focused almost entirely on metrics like spend and enrollment, they must ensure that these enrollees are being engaged and brought closer to the brand.
The role of loyalty programs has shifted, as companies now possess a better understanding of the benefits of customer data.
“Increasingly, we see these programs as a portal to not only drive behavior, but to collect more detailed data,” Fioto said. “That data can then be used to deliver more targeted experiences and content to each member.”
As an example, mobile receipt validation can provide CPG brands with valuable statistics regarding purchase time, location, demographic data, and retailer. These data points all aid in creating a program optimized to the needs and desires of its members.
Creating a loyalty program tailored to the needs of a global audience can seem like a daunting challenge. Through the use of emerging technologies and expanded personalization measures, however, brands are becoming increasingly capable of building a bigger, better program for customers around the world.
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