Embrace the new omnichannel experience

Share this article:
Marc Glazer, Kobie Marketing
Marc Glazer, Kobie Marketing

For loyalty marketers and retailers, one ongoing challenge is finding new ways to create, maintain, or increase customers' attachment to their brand. As the fall unfolds—and we move closer to holiday shopping—some marketers are addressing that challenge with an “omnichannel” approach to building customer loyalty.

1. Know what you do well. Omnichannel loyalty engages consumers through multiple marketing channels simultaneously (e.g., Web, mobile, at checkout, and social media) with a focus on loyalty-related outcomes. It does so in a way that's unobtrusive and organic. Making the omnichannel jump requires evaluating your organization's existing multichannel loyalty environment.

2. Segment Big Data to build big business. Make only relevant offers to customers, using their preferred mode of communication, to motivate optimal behavior that drives more sales and higher spend.

3. Move beyond points. If Big Data is important for gathering shopper metrics, then big ideas are central to loyalty marketers and retailers. Enhancing the customer experience is what matters most, and examining the steps your competitors are already taking is vital.

4. Get everyone onboard. Upgrading from multichannel to omnichannel isn't without costs. There must be a willingness to invest in the implementation of new loyalty strategies across all channels [consistently] with all marketing efforts, resulting in a program that delivers measurable incremental revenues and profits. Also required are the metrics and resources necessary to monitor and gauge effectiveness.

5. Avoid multichannel missteps. Without elevating and integrating loyalty into every marketing channel approach, loyalty programs often fail and become susceptible to three classic pitfalls: no program differentiation, targeting too many people, or lack of an overarching marketing strategy.

More Plug-ins: Loyalty Marketing:

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.