Redefining The Traditional Rules Of Brand Loyalty
In this guest piece, Paula Da Silva (pictured below), senior vice president of sales at CitiXsys, explores the importance of relationships in the retail industry, particularly between customers and brands.
In business, everything revolves around relationships. These relationships aren’t simply between customers and employees, or employers and employees, but perhaps most importantly between customers and brands. Brands become attractive to customers based on the product or service being offered by the company, and their subsequent shopping experience. This mixture of the two inspires customer loyalty which leads to shoppers not only buying more, but buying more often, and referring their friends. Redefining the rules of traditional loyalty will mean an evolution of the brand experience for customers at every touch point of their journey, be that online or in-store.
For any organisation, but particularly within retail, it is vital that customer relationships are nurtured and customer satisfaction is made a priority. If customers are satisfied with a brand, it is more likely that they will recommend it to others and make return visits, but if they are unsatisfied, potential sales will be lost. A robust loyalty program also has the added advantage of data acquisition, which is invaluable for retailers to market effectively to their customers based on their past behaviours and preferences.
OMNICHANNEL SHOPPING AND INTEGRATED LOYALTY PROGRAMS
The value of a good or service often makes or breaks retail relationships for shoppers. While the extras in customer relationships, including customer service, play important roles, it is essential that organisations recognise that shoppers are incredibly sensitive to the value they are receiving from retailers. Digital loyalty programs utilising digital passes must include all the valuable features that are present in traditional in-store programs including point accumulation and special digital promotions. In this way, it is important for retailers to integrate all channels of their retail business and run a common loyalty program. Shoppers need to feel equally rewarded and valued across all channels. With customers interacting with retailers both online and in-store, an integrated loyalty program is essential to provide a convenient, omnichannel shopping experience.
Integrated loyalty programs help to strengthen customer relationships by facilitating an exchange of value for information. This two-way relationship benefits both retailer and customer. The retailer gives something extra, whether that be reward points, discounts or special perks and privileges. The customers respond by joining the program and giving permission for retailer to track transactional data, survey data, and online and mobile behaviour across all shopping touch points. The retailer then ‘closes the loyalty loop’ by delivering that information back to the customer in the form of increased value and more relevant offers. The resulting positive sentiments felt by the consumer results in strong, sustainable, and mutually-beneficial relationships.
THE IMPORTANCE OF BRAND ALIGNMENT IN LOYALTY
The loyalty landscape has changed and omnichannel shopping, digital technology and consumer empowerment are having a dramatic impact on consumer loyalty, leading to a redefinition of what a loyalty program can be. Traditionally focused on driving sales, loyalty must now focus more so on unique, personalised customer interactions and creating a committed relationship between customers and your brand. Any digital loyalty program must mirror the retailer’s physical loyalty scheme to provide a consistent customer journey and further the relationship between shopper and retailer. Loyalty programs must now reflect the brand experience and brand alignment is imperative to program design.
Alignment to a brand’s objectives is a core loyalty design principle that refers to the precise relation of the program’s components with the attributes embodied by the brand. Loyalty today is not simply a program, but rather, is the relationship and the sentiment elicited by the brand to influence the behaviour of key customers. Brands must now seek to establish deep, meaningful relationships with their customers in ways that are engaging, emotionally-rich, and brand-aligned both digitally and in-store.
The roles of customer loyalty and loyalty programs have drastically changed from their traditional definitions, and it is imperative that retailers invest in loyalty in order to succeed. Living in the age of a digitally-savvy shopper and omnichannel shopping journeys means that the investment in brand experience leads to the ability to develop authentic and strong relationships with customers that keep them coming back for more.
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.