How can technology help build customer loyalty?
Customers no longer enter from a single channel, so today retailers need to listen to all their channels to really know their customers and connect with them to know how and when to contact them.
It is clear that the basis of loyalty is trust, something that is not easy to achieve and, in turn, is easy to lose. To build trust that doesn’t evaporate, we need to connect with consumers and convey that we understand them and are there for them, creating a closeness that doesn’t depend on a discount alone.
A study by Mediapost and the Spanish Marketing Association shows that only 8% of Spanish consumers declare themselves loyal to a brand, which begs the question: How can retailers build consumer loyalty?
There are as many strategies as there are brands and products, but they all have a common denominator: consistency. Be coherent with the message and continue to be committed to your own identity in all channels of communication and interactions with your customers.
Implementing a good loyalty program will help you get closer to your best customers and to understand them better, offering valuable data to reinforce and adapt your loyalty strategy.
If you do not yet have an effective loyalty program, here are the three pillars on which to base your strategy:
- Offer a clear benefit to your customers, something that is easy to understand and has real value for them. To do this you can rely on technology to understand their real needs and find that benefit.
- Simplicity is the basis for success. Avoid complicated programs with multiple phases or rewards. Easy and straightforward.
- Analyze the data. Consumers change and with them, their needs. Your loyalty program must be resilient and be able to adapt to possible changes in your customers.
Social networks as a loyalty tool
Social media marketing is no longer an option, it is a necessity and once again, your brand is the key.
It is important that your consumers can identify with your product or service, but it is also important that they feel part of it.
Connect by encouraging the creation of content by your customers, sharing their stories and experiences, making them part of your launches… create a community. The feeling of belonging is a great loyalty tool and the strongest of them all.
Loyalty doesn’t stop at the online and social media part. Even if the buying process starts in a digital channel, consumers will be looking for an in-store experience that is connected to the one they have online and the one they perceive through your social networks.
Retailers will need the help of technology to unify the information they receive from their customers across all channels to deliver a consistent and robust experience.
Openbravo’s mobile POS has clienteling capabilities to help you improve your customers’ in-store experience by providing your in-store staff with all the information they need to make the product recommendations that are the best fit for each customer and avoid unnecessary waits.