Customer Loyalty Trends - 2011
The Evolution of the Digital Customer
In recent years, channel integration and improved technology have been the driving force behind a digital retail revolution. Retailers and consumers alike are embracing digital channels, including mobile and social, to interact, research, and transact in new and innovative ways. One of the core foundations of retail is customer loyalty. However, as retailers have continued to move towards a fully integrated cross-channel retail environment, customer loyalty has been slow to join the revolution. According to Aberdeen's November 2010 The Roadmap from Multi-Channel to Cross-Channel Retailing benchmark report, only 25% of retailers surveyed, and 33% of Best-in-Class, have an integrated promotion and loyalty marketing management solution across all channels, leading to disjointed loyalty offers, accruals, and redemption across channels. Between January and February 2011, Aberdeen surveyed 148 retail organizations to examine the current state of cross-channel customer loyalty programs. This report looks at how retailers are looking to remain innovative in their loyalty and promotions-related offerings, while still leveraging the tried and true loyalty components that have proved successful in the past.
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According to the March 2010 Cross-Channel Customer Loyalty report, the top strategic action identified by retailers was to identify frequent offers for retaining current customers (36%). This year, however, there is a marked difference in the major strategies that retailers are putting in place, with an increased emphasis on channel integration. As figure 2 denotes, the top strategies for 2011 are to coordinate personalized promotions across all channels and develop common marketing objectives for all channels (34%).
How Demand Metric Can Help
If you are in the process of integrating common marketing initiatives across all of your channels, check out the following templates:
Marketing Channel Ranking Tool
Social Media Marketing Channel Map
Customer-Centric Strategy Checklist
Customer Satisfaction Form Template
Marketing Communications Calendar Template
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