In retail and distribution through a network of points of sale, being able to register your customers and record their purchases is essential, to allow analysis of sales by customer. Obtaining their consent allows to communicate with them, and encourage in-store reviews of customers. A loyalty programme with a promise of customer-only benefits and services will justify and promote these opt-in customer registrations.
In retail or distribution, the first objective of a relational programme is to promote "transactional" loyalty by rewarding each purchase. An omnichannel rewards system, valid across all outlets, will significantly increase brand preference, and thus the frequency and average shopping basket of customers. In addition, measuring the programme's revenue increment based on the "generosity rate" helps drive ROI (return on investment).
In e-commerce as in distribution, increasing the commercial margin is a key success factor. The loyalty points scales can be designed by product range or by reference, in order to favor products with higher margin. In addition, the animation scenarios and incentive mechanisms (booster, bonus...) of the relational programme allow to promote up-sell and cross-sell with each client, in an individualised way.
By using media such as text messages and especially mobile wallets, you can create efficient and targeted point-of-sale mechanisms to generate highly skilled in-store traffic. Messages are personalised with offers, content and services customised for them based on their points and statuses.
For sales players having an e-commerce website as well as a network of physical outlets, it is essential to offer a complete and seamless loyalty experience across all points of contact. Access to benefits, earn and burn points, services dedicated to customers, must be accessible on and off-line. To do so, it is important to properly connect the loyalty programme with e-commerce and CRM tools.
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