5 Takes on How Customer Loyalty Strategies and Tactics Are Evolving
Loyalty programs are revolutionizing the way that grocery stores interact with their customers. This article will explore the benefits of implementing a grocery loyalty program and discuss future trends in loyalty for grocery stores.
Now’s the time to upgrade your grocery loyalty program
Driving growth is just one of the benefits of a grocery loyalty program. Let’s look at some other key benefits.
1. Understand your customer
Loyalty programs allow you to build 360-degree customer profiles using zero- and first-party loyalty data to help you know who your customer is, what they purchase, why and how often. Loyalty programs give you the opportunity to ask customers for their preferences and gather profile information via fun interactive surveys, polls or quizzes. The data collected can be used to gain a better understanding of your customers’ needs and wants. For example, Mary fills out a survey. Through this, you learn that Mary is gluten-free, has an allergy to nuts, she has two kids and her son is on a keto diet. You can now provide Mary with personalized recommendations based on her and her family’s preferences and unique requirements..
2. Improve marketing performance
With a loyalty program, you can create more targeted segments and send more relevant offers and communications to customers based on what they want, how often and how much they purchase. For example, if the data shows that Mary tends to buy organic and gluten-free products, you can now send her targeted communications on these items. Annex Cloud’s Loyalty Experience Platform allows you to collect unlimited attributes and segment by any combination of attributes. By leveraging more sophisticated customer segmentation, you can create more effective marketing campaigns that resonate with your audience and drive increased engagement and conversion.
3. Boost basket value & increase sales
Spending typically increases by 68% when customers join grocery loyalty programs because they help deliver timely, individualized experiences based on habits and preferences that lead to higher-value orders. Remember Mary? Ever since you’ve been sending her timely, relevant promotions on her favorite organic products, she’s been coming in more often to purchase them from your grocery store.
4. Deliver a seamless omnichannel experience
Grocery loyalty programs have become a popular tool to collect zero- and first-party data from customers. By offering points and incentives for purchases, you can encourage customers to share their personal information, shopping habits and preferences. You can then leverage this data in real time to deliver a unique and individualized omnichannel experience no matter what channel customers use to shop with you.
Retailers that use three or more channels are seeing a nearly 500% higher order rate than those using a single channel (Omnisend). Whether a customer is shopping in-store, online, or via mobile app, their shopping experience is tailored to their needs and preferences.
5. Protect margins
Given 96% of your customers are shopping with your competitors, and rising costs that are cutting into margins, the pressure is on to find better ways to stand out and build value-based connections with customers. Why not leverage the power of a loyalty program to offer rewards that go beyond blind circulars, coupons and discounts, such as first access to new products or personal shopping services, and protect your profit margins?
6. Add value between purchases
Grocery loyalty programs give you a unique opportunity to provide highly personalized experiences. Time and convenience are currencies that give you new ways to add value by making your customers’ lives easier. Go beyond transactions to help your customers with meal planning, shopping lists, wellness and other tips individualized for each customer. With a loyalty program in place, you can now send Mary dinner recipes based on her and her family’s dietary requirements, give her a checklist of items to order what she doesn’t have at home and allow her to schedule pickup at 5pm that day.
7. Partner strategically with complementary vendors
A great way to make things more personal for your members, offer more value, increase acquisition and boost revenue is to build strategic partnerships with complementary brands. Case in point—the partnership between Amazon and Whole Foods. By combining Amazon’s digital expertise with Whole Foods’ high-quality products and physical locations, the partnership has created a seamless shopping experience for customers. Customers can now access a wide range of products online or in-store and can take advantage of exclusive discounts and benefits from both companies. The partnership has also enabled Amazon to leverage Whole Foods’ data on customer preferences and purchase history to create more personalized experiences and recommendations for shoppers.
Future loyalty trends for grocery stores
The future of customer loyalty solutions for grocers is bright. As technology continues to evolve, we can expect to see more advanced features and functionality in these solutions. Some future trends to watch for include:
• AI-powered personalization
• Mobile-first loyalty programs
• Corporate partnerships
• Fully integrated shopping experiences
To stay ahead of the curve and get behind the latest loyalty trends, read our guide: The Future of Customer Loyalty in 2023 & Beyond.
Get a fresh, modern approach to loyalty with Annex Cloud
Loyalty programs are transforming the way that grocery stores interact with their customers. It’s time to take the plunge and build a loyalty program with the help of a trusted proven platform. Annex Cloud’s technology-first SaaS-based approach enables you to always have the latest functionality at your fingertips, quickly scale as you grow and push loyalty data across your tech stack to enable personalized experiences across every touchpoint. See it in action and explore the possibilities for your brand.