Attracting and retaining customers in retail

When carrying out several targeted campaigns, retailers must synchronize strategies for combining customer segments according to the most relevant combination of communication channels - in order to maximize interaction with customers.

Consulting for Retail's experience and Symphony GOLD tools provide a comprehensive solution for managing multi-user campaigns and promotions to ensure constant customer interaction and stimulate both planned and impulse purchases.

“Loyalty is a journey, not a destination”

Services Marketing, C. Lovelock & J. Wirtz, 6th edition, Capgemini Consulting Analysis. 2014

In practice, most companies have basic transactional loyalty programs, since rewards are mainly based on purchase. The customer makes a purchase and takes points / balls in exchange for gifts, goods or discounts. If this is the most common useful program, Capgemini says that 77% of these programs fail after 2 years (failure means a lack of interest on the part of customers, programs fail because of high costs and low return on investment). In addition, it is common that such programs reward customers at the worst moment of purchase - when the buyer already pays!

On the other hand, only 25% of loyalty programs reward customers on a different occasion than buying. For example, only 16% of loyalty programs reward customers for activities such as conducting online surveys, rating and browsing stores, or referring friends to the program. Similarly, only 14% use hashification methods to reward customers. Many companies have not yet found the pulse of the digital consumer.

Source:: Capgemini Consulting Analysis 2014

Note:: Interest is not up to 100, as the company can reward customers in several ways

The main goals pursued in the implementation of tools for managing loyalty programs:

• Significant improvement in the use of promotions;
• Increase in average transaction value through targeted incentives provided in real time;
• Increase customer satisfaction by providing targeted rewards and promotions;
• Improving perishable inventory management through timely promotions;
• The ability to generate additional sales revenue by encouraging the existing customer base to buy more or make more frequent purchases;
• Optimization of advertising budgets;
• Differentiation of your brand from competition;
• Carrying out cost optimization for interaction with customers.

Spend interaction-oriented campaigns, on the result, on any sales channel

Customer loyalty increases when retailers send the right messages and offer the right segments through the communication channels that are most relevant to each customer. Retailers need to constantly analyze the effectiveness of the campaign to make adjustments in the process for a particular campaign. We provide retailers with complete solutions that plan, execute and track large-volume campaigns with full visibility of all communication with customers to ensure continuous growth in revenue and margin.

Enhancing interaction with the holistic view of your customers

What makes a loyalty campaign lucrative? This implies the creation of real-time digital communications with the most valuable customer segments. Having a full understanding of the previous customer purchase history superimposed on their future needs and preferences, you can manage more synchronized interaction programs that provide appropriate incentive triggers for each customer through the channel and frequency that is most suitable for them. This centralized consolidated presentation of customer information allows you to effectively activate your interaction strategy in the most profitable and economical way.

Personalize your customer connection

Research show that shoppers want more personalized offers and events. Winning retailers recognize the value of personalization to increase the frequency of customer visits and the size of their basket (check). Our solutions will help to create large volumes of personalized messages through direct mail, e-mail, text messages in real time, contacting customers via any channel, at any time, taking into account the preferences of the client.

Intelligently use the most profitable segments of your customers

Retailers need intuitive solutions to stimulate ongoing interaction with customers to improve sales and long-term affection for them. Our services for the IT solutions implementation in retail and advanced targeting capabilities allow us to efficiently identify and classify groups of customers - from the best to those who have potential, or from those who are inactive, and can be activated through targeted, personalized communication.

Support for retailers to work with suppliers

Collaboration on joint promotions and campaigns can be time-consuming and inefficient for retailers and suppliers. Having a common workspace simplifies communication and ensures that everyone uses the same information. Our solutions provide a common platform that provides retailers and suppliers access to unified data and solutions for joint management of any advertising campaigns to achieve maximum results.

Consulting for Retail Loyalty Management Solution is:

• Platform Independence (PC, Mac, Unix, Linux, I-phone, Android, IE7, Chrome, Firefox and more)
• ETL Compliance
• Implementing a synergy program combining efficiency and innovation
• Short learning cycle for all users
• Over 50,000 rewards per year in a single system
• More than 2,000 campaigns per year in a single system
• Over 10 Million Active Card Holders
• Processing over 200,000 transactions per hour.

The main advantages obtained by implementing the solution

• Single point of access to customer information;
• Access Buyer Transaction History;
• Involving a customer in your business;
• Quick identification of growth areas;
• Real-time implementation and monitoring of activities;
• Generation of opportunities for sales growth (cross and up sale);
• Optimization of promotional budgets;
• High margin sales growth;
• Reduce customer churn;
• Attracting attention to your brand;
• Optimize customer engagement costs;
• Rapid return on investment in your engagement strategy;
• Increased Premium Sales for Better Profitability.