The success or failure of any business in this crowded and complex marketplace comes down to whether business goals are met – maintaining customer loyalty is chief among them. However, many retailers are beginning to confuse loyalty with promotions, loyalty cards and awards, undermining brand equity rather than building stronger ties with their customers.
Sean Claessen, executive VP strategy and executive creative director, Bond Brand Loyalty, spoke with Chain Store Age about how retailers can build customer relationships and loyalty in the era of omnichannel engagement.
Showrooming may not be as concerning as many traditional retailers once thought. In fact, retailers who embrace clienteling and other strategies can leverage showrooming as an element of the overall all-channel experience for their customers.
Alliance Data Systems, a global provider of data-driven marketing and loyalty solutions, announced its Retail Services business has signed a multi-year renewal agreement to continue providing both private label and co-brand credit card services for lifestyle and entertainment retailer HSN.
While it is true that customer loyalty programs have revolutionized the way retailers engage with consumers, initially, loyalty programs were designed only as a data capture mechanism to drive a company’s marketing efforts.
Amid weaker-than-expected August retail sales, leading retailers are kick-starting their holiday shopping season by wooing existing shoppers through their customer loyalty programs. Retailers are increasing their investment in the traditional transaction-based loyalty efforts because of the proven success of rewarding customers for their purchases.