User loyalty. So… how is it achieved?
The key is to acquire exhaustive knowledge that allows us to boost behaviours such as visiting and buying.
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Según la Gestalt, “el todo es más que la suma de las partes”. Si aceptamos el mantra de la escuela alemana, estamos abocados a aceptar que la construcción estética contiene una gramática propia, unos elementos básicos que en su conjunción forman un todo con entidad propia, pero disoluble y flexible.
How can we achieve user loyalty?
Some time ago we came across a very interesting study on how loyalty schemes work in Spain and which companies are making the most of their programmes, mainly focused on the ability to generate new customers and conversion to sales.
This study, “Measuring the effectiveness of Loyalty Programmes” by Kantar TNS, provided compelling data on what a good loyalty plan means for a brand, and even on the influence of the plan itself when it comes to changing, consuming or contracting a particular brand.
The same report also identified the levers needed to make customer loyalty work:
- Increase user awareness of the existence of a loyalty plan, an objective 100% focused on recruitment.
- Correct the targeted customer base.
- Increase the perceived value of the plan.
These points on acquiring a thorough knowledge of the user remain the key, today more than ever, to making things work. In order to tailor our communications to anticipate and boost behaviours, we must:
- Identify what kind of incentives and mechanics are of most interest and convert most successfully.
- Know which segment of our user base we want to target.
In the retail world, the behaviours to be encouraged are clear: visits and purchases
Thanks to new technologies and devices, we can track, store and analyse the actions that predict that a given segment will end up behaving the way we want it to.
Are you interested in
tracking data on the behaviour of your users
and obtaining important insights that will boost your sales?
The right content, on the right channel, at the right time
Developing a clear strategy in which we map out which actions we need to take on the customer lifecycle in order to make increasingly accurate predictions is fundamental to building a customer contact map.
We will have to provide our ecosystem with channels that allow us to boost purchase decisions and facilitate visits, bidirectional channels that provide us with knowledge and allow us to communicate with customers in real time.
The mobile phone is emerging as the device that allows us to achieve all this, but take care! Its functionality and a study of the user experience will be fundamental for the user and brand to always come out on top.
And from there, we will be able to discover if we really need the thousand and one technologies that the market offers. Beacons, iBeacons short-range Wi-Fi, NFC… all of this will be applicable if it really gives us information and allows us to increase the frequency and recurrence ratios of visits and purchases, providing us with a return on our investment.
A loyalty programme to win them all over
All this knowledge will help us to build a loyalty programme that meets the expectations of our consumers, adapting incentives for each segment, rather than just relying on direct discounts or 2-for-1, and ensuring the mechanics adapt naturally to the user’s behaviour.
Knowing how a consumer reacts to the content and territories in which the brand moves and how that translates into product purchases will provide us with a consumer profile in the context of our brand. Being able to track data on their behaviour on social networks will give us key information about their behaviour, beyond our brand, giving us insights which will add to the knowledge of the customer lifecycle and can also turn the consumer into an advocate in their social environment, thus closing the relationship circle.
Genetsis Group
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