With so much competition for your customers' attention, a dash of personalisation could be just the thing to make your loyalty programme stand out.
In the never-ending battle for customer loyalty, your tactics and strategies need to be agile enough to meet fluid demands. With competition coming at you from all sides, developing a programme to entice new and returning business means finding a way to stand out from the crowd.
And what a crowded market the loyalty industry is. With a study from the International Institute for Analytics finding that in 2012 there were 2.6 billion individual programme memberships in the US alone. Based on the 2012 population of 314 million, that's an average of eight unique memberships per person.
With figures like that, the prospects of your scheme getting swamped can be daunting. How can you make an impact in the face of so many competing offerings?
The personal touch
One thing seems certain - if you forget about your customers beyond the sign-up stage, they will, in turn, quickly forget about you. A study in the UK by iVend Retail found that 25 per cent of shoppers would be much more likely to engage with their rewards programme if they had regular incentives sent directly to their mobile phone, whether through email, messaging or apps.
That's all well and good, but adding just a dash of personalisation has been proven to take that engagement even further. Research by VentureBeat found that something as simple as the inclusion of a consumer's name in an email subject line boosted the chances that message would be opened by 41 per cent.
Is your loyalty programme using its valuable customer information effectively?
There's a reason your organisation collects key information from customers at sign-up, to leverage that data towards providing a better experience and deliver better returns. Is your loyalty programme using its valuable customer information effectively?
Customer data in marketing 101
There's something of a stigma around data collection amongst the general populace, and people are wary about precisely how their information is being used. According to Deloitte, however, adding personalisation to your marketing strategy can help to demonstrate to customers that offering up their information has tangible benefits for them.
Whether it's sending out regular correspondence to your membership base or conducting surveys to gather further detail on your customers' lives and preferences, the right loyalty programme strategy can set you apart from the competition.
At Power2Motivate, we offer news feed and communications solutions to allow you to connect with your members as often as you like. Speak to our experts today about how you can bring the personal touch to your customer loyalty programme.