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By keeping your existing customers close, through a retail or customer loyalty program, you do two things. You make it easier for you to get increased returns from them. And you make it easier for them to keep buying you. With 1st party data becoming more important than ever to increase marketing efficiency the power of a loyalty club becomes even more important today. Do you know your ROL – Return on Loyalty?
Michael Jenkins
Digital Strategist
We believe in the power of Loyalty. Properly applied, Loyalty programs can boost your business.Â
We work with you to understand your business challenges, keep up to date with the latest changes in technology and shape our solutions to match those changes to your business challenges. And we explain it in simple English.
We look at where you are. And where you want your business to be. We’ll work out a Loyalty strategy that gets you there.
By looking at your ROL – Return on Loyalty. The state of the 1st party data position in your business and understand how data and loyalty can work together.Â
The best Loyalty program won’t get you anywhere if it’s poorly executed and you don’t measure it properly. We will help you understand the right metrics impact such as acquisition, churn, lifetime value, average shops and of course ROL – Return on Loyalty. But it won’t stop there. We understand the operations and plans required to deliver effective loyalty clubs and the right technology infrastructure to bring it to life. We’ll set up a plan that works, based on your business goals and your business plan. So you see consistent growth results.
Business is moving at the speed of digital. What works this week might not work next week. Your audience can change. Their tastes evolve. What gets their attention today might bore them tomorrow. We work hard to keep their attention, by making sure your loyalty plan changes as the market changes.
By creating a retail membership program or a loyalty program, you give existing customers provable value to stay a customer (the prospect of ‘something for nothing’), you gain customer advocates – people who sell your promise to their friends and help spread.
Your brand through word of mouth – and you have a captive market to try out new offers, new products and new services to test the potential success of those things before you go to market with them.
The Loyalty marketing experts at Shout understand the steps you should take to create a strong and successful customer loyalty program. This includes:
A key component of a retail loyalty program is understanding how the customer currently buys your product – where they get their information and what prompts best initiate consideration and purchase. Shout’s experts will use RFV Modelling (Recency, Frequency, Value) to show how, by better understanding customer interactions, you can learn how to tweak a program or a campaign to drive better results.
Shout will conduct a buyer journey program to understand the best potential place in the buyer journey (and your sales funnel) for a customer loyalty program. This includes diagnosis of current customer figures and potential customer returns, design of the program, development and execution, launch and running, then determining what to measure (including optimum evaluation techniques) in order to best optimise the program for continual improvement.
While the perfect customer can exist – someone who buys from you, and only you, more often than anyone else, for year upon year upon year – a customer loyalty program helps turn sometime shoppers into frequent shoppers and frequent shoppers into brand loyalists.
It starts with mapping the potential customer lifecycle – understanding how long each customer spends in the funnel (on average) and determining how to either extend the time spent in the funnel or increase visits to the funnel. By developing a clear understanding of the purpose of the program, we develop relevant engagement scores to help you more accurately measure the success of the program.
Using data gathered from your existing retail sales and eCommerce site (where applicable) we start to map out the different customer types – in order to develop the most relevant loyalty offers and program we can.
This ensures we can create distinct offers to distinct audience segments, allows for more effective AB testing, and gives you a stronger foundation to launch look-alike marketing efforts to broaden the appeal of your brand and deepen your engagement with a broader market.
We’d like to help you understand how a retail loyalty program can work for you, before you commit to a loyalty program. Our experts have years of experience in retail marketing. We know how to combine the best in new marketing technology – in data management and data analysis – with a strong understanding of the principles of retail marketing which, if anything, have only been proven and supercharged with the advent of digital technology.
We’ll come to you and discuss your business needs and your current sales funnel (including all outbound marketing activities) and determine, with you, the benefits of a customer loyalty program. We’ll talk through the different loyalty models and discuss how each model helps your address different types of retail challenges – boosting brand awareness, gaining third-party references, aiding conversion and making the path from engagement to sale shorter and more profitable, to developing an extra window to the market (providing instant market feedback, allowing you to change and optimise campaigns on the run).
At Shout, we use data to develop genuine customer-centric strategies. This data, properly applied, helps develop more effective customer loyalty programs. Our loyalty strategists will work with you to determine the purpose of your program and help you clarify your goals and balance your offer against customer values, brand alignment and customer goals.
Part of this strategic development is the development of customer personas – understanding the demographic and behavioural cues to provide more personalised communications, gain deeper engagement from the customer and provide a clearer picture of a customer’s propensity to buy more, buy less or leave.
Shout can help you develop marketing plans and loyalty communications strategies and plans to ensure you’re triggering the right audience with the right messages at the right time. By mapping a clear path to your bottom line for your loyalty program, for each different customer type and customer segment you are targeting, you set the basis for personalised and mass 1:1 marketing efforts.
Shout creates a clear and bespoke marketing map for your loyalty program. This roadmap will be created using insights gleaned from data analytics. These insights give our team a deeper appreciation of your different audience segments. From this, we are able to create an effective automated marketing program.
Personalisation creates loyalty. By understanding customer behaviours, and gathering data on an individual’s behaviours, you can use a loyalty program to prompt increased sales by matching their prior behaviour against their personal data (birthday bonuses as just one example).
Mass personalisation means more customers are receiving more personal, relevant communications they can see an immediate benefit in. It means they’re seeing content they want to engage with and offers they are more likely to click with, at every stage of the buyer journey, in every channel And it means they receive them in a channel-agnostic way - they're not targeted, the communication is just there, when they need it, all along the path to purchase.Â
The explosion of digital technology and AI-powered platforms give you the capability to create a more personalised buyer experience that can scale – helping you grow your customer base and helping power business growth at the same time.
You can read more about Shout’s capability in Mass personalisation programs, here.
The market will always change – and your data and insights need to allow for possible changes. This helps evolve your offer and your approach, constantly optimising your loyalty program and allowing better retention of customers.
Using data gathered from existing customer behaviours and external customer and category research to allow you to fine tune campaigns with greater confidence.
Deep dives into customer segments provides the clearer analysis of customer types, customer lifecycles and buyer behaviour patterns and allows you to create different loyalty segments for optimised returns through the program.
The secret to constant improvement is clearer benchmarking. Shout uses current customer behaviours to set initial benchmarks. Then, by setting, measuring, evaluating and adjusting lifecycle triggers, and constantly re-evaluating the data against goal-oriented KPIs, we can establish benchmarks that provide a clear, simple overview of performance. This includes the development of multi-variable engagement scores to measure the effectiveness of each channel and benchmark one channel against the other, helping further understand purchase behaviour and provide a bellwether score as an early identifier of emerging or changing trends.
Shout will help you map the best possible customer journey, matching your current performance against ideal performance – identifying gaps and barriers and providing solutions to help smooth the path from awareness to conversion. By taking a customer view, Shout shows how the loyalty program enhances the path to purchase, better mapping customer behaviours, attitudes and expectations at each stage to maximise impact and optimise returns.
While measuring the success of a Loyalty program can be difficult, it need not be impossible. Shout uses a proven process and methodology to measure customer behaviour, preferred channels, channel and purchase attribution, and return of investment, helping you determine where best actions can be taken to improve returns in the short, medium and long term. This includes Shout’s modelling processes which identify the likelihood of customer churn, and purchase intent, helping measure the overall effectiveness of the program.
For a deeper understanding of the power of a loyalty program, or to gain a more personalised picture of how your brand can benefit from a retail or customer loyalty program, get in touch today. Shout.
Loyalty marketing works on a simple premise. It’s easier, and often less expensive, to get more money out of existing customers than to get new money out of new markets. Let us show you how.
For a deeper understanding of the power of a loyalty program, or to gain a more personalised picture of how your brand can benefit from a retail or customer loyalty program, get in touch today. Shout.
We’d like to help you understand how a retail loyalty program can work for you, before you commit to a loyalty program. Get in touch today and discover exactly how much a loyalty program can add to your bottom line over the long term.
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We’ve compiled a list of the most commonly asked questions about marketing automation agency to help make your decision easier. Of course, if there are questions not included here, feel free to contact us and we will answer any questions you might have.
Loyalty is the measure of customer retention and how your business is tracking to retain and engage its customers to shop or engage again with the brand, whilst building a long term relationship with the customer.
Loyalty marketing focuses on the areas of acquisition, retention and churn to ultimately develop a long term customer relationship that delivers lifetime value.
Loyalty marketing does not work for every organisation and needs to be carefully monitored to understand and measure success. It is a case by case scenario. Done well it can drive immense incremental value for a business and done poorly it can be a very costly exercise.
ROL stands for return on loyalty. It is the measurement of incremental value created out of your loyalty program after you take into account the costs and operations to deliver a loyalty program across a business. It is an important but often not measured metric.
There are many metrics but ROL – Return on loyalty, acquisition, retention, churn and lifetime value will be the most important metrics to consider.
There are many metrics but ROL – Return on loyalty, acquisition, retention, churn and lifetime value will be the most important metrics to consider.
This is the sum of benefits offered to the customer both rational and emotional compared to your competitive set. It is developed to drive goals.
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