Loyalty Is The Key To Consumer Connection Beyond The Cookie?

Loyalty Is The Key To Consumer Connection Beyond The Cookie?
SHARE
THIS



Miles Toolin, principal solution consultant for APAC at Cheetah Digital, discusses In This Article…

It used to be that loyalty was an afterthought. Now, loyalty is going to have to be at the forefront because it’s one of the biggest things that will help position your company for the future. 

This is especially more prevalent given the death of the third-party cookie is upon us with Google announcing its eradication in 2023. Google is changing its privacy laws. Apple is too. 

So, if third-party advertising is driving the most attribution to your marketing efforts, you have to find a new way to connect with the end consumer. And that’s where loyalty comes in – perhaps the most important tool for marketers in this new era of privacy.  

Loyalty is key to driving that connection. If you can package up a great value proposition, whether it be a membership, subscription or punchcard program, customers will give you their information.  

In fact, Cheetah’s 2022 Digital Consumer Trends Index revealed that 50 per cent of consumers in Australia are comfortable sharing data about themselves for better service. And 52 per cent are willing to trade personal and preference data to feel part of a brand’s community. 

Back to the future of marketing 

With all these new privacy changes, it’s time for marketers to get back to the basics of marketing. Build a value proposition, find a reason for people to engage, and then acquire them. Create your own customer database that you can gain insights from. It’s Marketing 101. But it’s almost so simple and so basic, that we lose sight of the fundamentals.   

Loyalty done right through relationship marketing 

 True loyalty is not a points program or a rewards card. These are, of course, tactics that bring brands and customers closer together. But genuine loyalty is an outcome. It’s a goal that can only be achieved by carefully nurturing every relationship you have.  

That’s why the true objective of any marketer is to establish an emotional connection between a brand and its customers. This builds long-lasting relationships that keep the customers engaged and coming back again and again.  

Achieving this level of connectedness, this emotional loyalty, isn’t easy though. It requires a complex and strategic orchestration of activities. And it takes creativity.   

Who is getting it right? 

Bakers Delight is an exemplary illustration of loyalty done right. Bakers Delight is a family-owned company that got its start in Victoria in the 1980s. Now, it’s franchised to more than 500 stores across Australia and New Zealand. In March, the company turned to us to help it implement a rewards program to reward its loyal customers. 

The solution had to be omnichannel, meaning the customers of Bakers Delight would have a connected experience from online to in-store. Working closely with the Cheetah team, the Dough Getters program was created, with the new loyalty program offering customers rewards and benefits far beyond the simple stamp card. 

Now what Bakers Delight has done isn’t necessarily ‘revolutionary’, but its execution was just really creative and super cool. The brand has little crumbs in its app. It says fun things like, “You’re on a roll” when you achieve certain goals or, “You don’t just deserve butter, you deserve the best.” I love it. It’s great. It’s those little bits of gold spread throughout that make such an impact.  

One month after the Dough Getters pilot launched, the program had more than 200,000 sign-ups, putting it 30 per cent ahead of target. Bakers Delight also saw its members, aka ‘Dough Getters,’ spending an average of 25 per cent more per transaction. 

Even better, customers are loving the new program. The sign-up process is simple and easy to join, and customers are happy to be getting rewarded. For Bakers Delight, partnering with Cheetah enabled it to transition to a strategy that emphasised a delightful customer experience, customer loyalty, and insights, enabling it to engage customers throughout their lifecycle. 

Loyalty beyond ‘transactions’ to ‘interactions’ 

During COVID, there were a lot of brands who looked at what they were doing and decided they needed to do it in a different way, but also a better way. It became a question of, “How do we stop forcing transactions on our customers?” They didn’t want to be that brand anymore. In the middle of the global pandemic, it especially didn’t feel right, saying, “Hey, you might have lost your job, but continue buying so you can keep your loyalty.” 

The Vans family is another perfect example of this concept, which moves away from transactions to interactions. Vans wanted to reward its customers for engagement. It was about connecting their social accounts, referring friends, and sharing photos with the community to name a few. For each interaction, Vans then rewards its customers with points that can be used to redeem loyalty rewards, ranging anywhere from skateboard stickers to a 24-karat gold skateboard ramp. 

The beauty of this engagement is that it gives Vans the ability to profile its audience, learning things about them to then leverage for brand partnerships. For example, say Vans’ customers have a great affinity for music; well, that’s a great opportunity for the company to partner with Beats. Or if Vans finds out its customers like pets, it could release some dog stickers or collars. This kind of information transcends the loyalty program. We’re starting to see a big movement where brands are spending more and trying harder to connect with their consumers in new and better ways.  

Learn more about how customer loyalty is critical to marketing in the cookieless future here. 

Please login with linkedin to comment

cheetah digital consumer loyalty Cookie loyalty

Latest News

OLYMPUS DIGITAL CAMERA
  • Advertising
  • Opinion

Why Trust, Not Crypto, Is Today’s Most Valuable Online Currency

In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]

Nine’s Radio Stations Bag Best Ever Survey 4 Results
  • Media

Nine’s Radio Stations Bag Best Ever Survey 4 Results

GfK Survey 4 of 2022 reveals that Nine’s talk stations achieved a cumulative audience of 1.873 million – up 9.1 per cent on Survey 4 of 2021. It’s the highest ever Survey 4 audience for the network, and comes off the back of record audiences in Surveys 1, 2 and 3. Sydney’s 2GB is a […]

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement
  • Marketing

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement

Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]

Get Your Entries In For Best Of The Best Now!
  • Advertising
  • Marketing
  • Media
  • Technology

Get Your Entries In For Best Of The Best Now!

A tidy desk and punctuality aren't enough to win a Best of the Best Award. Not, that we do stress, they'd hurt either.

by B&T Magazine

B&T Magazine
Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation
  • Media

Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation

Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data
  • Media

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data

PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]

BARCELONA, SPAIN - NOVEMBER 27: Barcelona supporters during the UEFA Champions League group F match between FC Barcelona and Borussia Dortmund at Camp Nou on November 27, 2019 in Barcelona, Spain. (Photo by Eric Alonso/MB Media/Getty Images)
  • Media

Optus Sport Becomes Official Aussie Broadcaster Of Spanish LaLiga

Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative
  • Campaigns

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative

In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals
  • Campaigns

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals

Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]

Nestlé Australia Launches First Nations Creative Program Tuck In!
  • Campaigns

Nestlé Australia Launches First Nations Creative Program Tuck In!

Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers
  • Technology

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers

The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]