The Importance of Emotional Loyalty

von Sean Ogino |

The Importance of Emotional Loyalty

emotional loyalty

When we think of traditional customer loyalty, we think of the points-for-purchase rewards model. We think to ourselves “How many points do I need to can earn this item?” Many brands limit themselves to rational or transactional loyalty as opposed to emotional loyalty. Purchasers make decisions based on logical decision-making and economic incentives like rewards … Weiterlesen

Creating Your Full-Funnel Facebook Ad Strategy

Facebook Ad Strategy

To create a full-funnel ad strategy on Facebook, not only must you have a great funnel, but your landing pages need to be on point as well. You can write the best ad copy and target the right audiences, but if your landing pages are missing valuable information that the prospect needs to make their … Weiterlesen

10 Customer Loyalty Marketing Tips for the 2018 Holiday Season

loyalty marketing

With the holidays coming up fast, now is the time to finalize and implement your customer loyalty marketing strategy. National Retail Federation says that “In 2020 holiday sales grew 8.3 percent despite pandemic”. The increased wallet size allowed the consumers to splurge on holiday season which sets expectations high for 2021 as well. With so much competition … Weiterlesen

Have You Planned Your 2019 Customer Loyalty Strategy Yet?

customer loyalty 2019

They say the sales results you see in Q4 come from the work you do in Q1. With the new year right around the corner, retailers everywhere are finalizing their strategy. Perhaps you’re considering a customer loyalty program or you have one but want to see more growth. Have you and your team implemented a … Weiterlesen

Let’s Talk Referral Marketing with Al Lalani

Referral Marketing

  In this episode of Let’s Talk, our Chief Strategist Al Lalani speaks with us about best practices in referral marketing. Did you know that 7 out of 10 Americans seek opinions from their peers prior to making a purchase? Or that 49% of people say friends and family are their top source for brand … Weiterlesen

Partner Spotlight: Subscriptions 101 with ReCharge Payments

Partner Spotlight

You’ve probably seen subscriptions popping up left and right in ecommerce stores, maybe you’ve even thought about adding them to your own offerings? But as a store owner, does it make sense to incorporate subscriptions into your store? If only you had some data or figures that prove why it makes sense! Good news, you’re … Weiterlesen

Partner Spotlight: Strengthening Your Loyalty Program with Email Personalization

Annex Cloud & Maropost

Why Personalize? Personalization is far from a new trend in marketing, but there’s a big gap between what companies should be doing and what they are doing. Most companies know personalization is a powerful way to connect with customers—both to bolster brand loyalty and drive purchases—but many aren’t quite sure how to go about introducing … Weiterlesen

Behind Brayola’s Brand: a Customer Loyalty Case Study

Brayola Customer Loyalty Case Study

Israeli entrepreneur Orit Hashay hit it big with one simple idea: help women find better-fitting bras. After years of going to department stores, trying on bras, and asking embarrassing questions to salespeople; she thought there must be an easier way. Thus sparked Brayola, the online bra store, and personal shopper. This year, Annex Cloud had … Weiterlesen

Let’s Talk: Leveraging User Generated Content

User generated content

  We’re really excited to bring back our “Let’s Talk” segment, where experts in marketing and loyalty come to discuss industry trends. This week, our Chief Strategist Al Lalani discusses best practices in user generated content. What are some practical strategies for optimizing your UGC? What do trends in peer recognition tell us? With 47% … Weiterlesen

White Paper: How to Surprise & Delight Your Customers with Loyalty

surprise & delight customer loyalty

Every retail and ecommerce brand has asked themselves the same question at one point: How do we surprise and delight our customers? The answer isn’t a simple one, as consumers are becoming savvier about which marketing tactics are being used to pique their interest. In fact, economic trends show that overall consumer trust is declining among institutions … Weiterlesen

Fragen Sie einen Experten: Der CMO von MacKenzie-Childs spricht über Kundentreue

mackenzie-childs marketing

Welcome to our new segment, Ask an Expert! With this series, Annex Cloud interviews some prominent figures in ecommerce and retail to gain insight on industry trends. This week, we interviewed Larry Shaw, Chief Marketing Officer of MacKenzie-Childs. Since 1983, MacKenzie-Childs has designed home decor and artisan furnishings in their quaint farmhouse in Aurora, NY. Every teapot is hand-painted and each clay cookie jar is carefully molded. We worked with Larry on building their trulyMC Kundentreue program, and this is what he had to say:

What is the single greatest inspiration behind the trulyMC loyalty program?

Every year we have a live barn sale where over 25,000 of our most devoted customers visit our farm in Aurora. These people have so much passion for what we do so we wanted to take that experience and apply it on a grander scale. By implementing trulyMC, we were able to begin building and shaping that community.

Larry has over 25 years of retail experience and has implemented many creative initiatives since joining the MacKenzie-Childs team as CMO in 2016. Their branding is built on the quality and craftsmanship of the pieces they sell. They built a powerful marketing strategy behind their products with three retail stores, an ecommerce site, and a strong social media presence. However, adding a tiered customer loyalty program has been a total game changer for them.

What effect has loyalty had on your customer retention efforts?

After only eight months of implementing our omni-channel loyalty program with referral marketing, we’re already seeing a 9-10% increase in our customer retention rate. To see those numbers so quickly has been remarkable for us.

In addition to the increase in retention rate, they also saw major increases in average order value, new content subscribers, and purchase frequency. So much so that we decided to co-author the MacKenzie-Childs Loyalty Case Study with them, which dives into how we built the program and why we saw so much success.

mackenzie-childs trulymc loyalty programHow do you think Annex Cloud has helped you reach your goals?

Annex Cloud has been willing to customize their platform and processes to accommodate our specific program needs. It being a tiered customer loyalty program, we knew it would require some customized features. But instead of seeing it as a negative, Annex Cloud saw it as good challenge.

To dive more into how we helped MacKenzie-Childs build more loyalty with their customers, check out our case study! Annex Cloud’s unified platform with customer loyalty, user-generated content, and referral marketing functionality allows brands to customize their programs to their unique specifications. To learn how Annex Cloud can help you with your customer loyalty needs, Kontaktieren Sie uns for a free consultation!

 

Top 5 Add-On Features for Your Customer Loyalty Program

customer-loyalty-program

You have a Programm zur Kundenbindung, so you’re off to the right start! But now it’s been implemented and you’re seeing the value in its performance, you’re probably thinking, “Now what?” We get it, you want to see your customer loyalty program perform to the best of its ability. And now that your business is scaling, you want more tools to boost conversion, engagement, and retention.

As much as it’s very important to promote customer rewards, more and more companies are implementing other Kundenbindungsmarketing features to help complement those efforts. Though not every tool will be right for your business, it’s important to review your options. That being said, here are the top five features to help you boost retention and really make your loyalty program gain value.

Benutzergenerierte Inhalte

We now live in an age of distraction where customer attention is at an all-time low. Consumers aren’t trusting traditional advertising as much and believe peer reviews are the most trusted source. That means Benutzergenerierte Inhalte is a pivotal tool for conversion. So by opening up the discussion with Q&A, visual commerce, and product ratings, you’re organically building out your community and fostering a group of brand advocates. Not only does it help your awareness grow, but you’ll see an increase in ROI, an increase average order value, and a decrease in customer turnover.

Omni channel loyalty
According to Google, omni-channel shoppers have a 30% higher lifetime value than those using only one channel.

Omni-Channel-Treue

It’s so very important to spread your brand’s message across as many channels as possible. Whether it be products on your website, in-store signage, or through email marketing efforts, building consistent branding with a strong omni-channel presence has proven to be a more effective strategy. Annex Cloud has a unique approach to omni-channel, some tactics include integrating your POS system for in-store purchases, creating a custom loyalty app, and even retrieving customer insight with the its data receipt aggregator. According to Nielsen, Americans spend an average of 11 hours per day engaging with various media, including television, internet, radio, and other advertising. With that much media consumption, brands must diversify and find balance among their marketing channels.

Visueller Handel

Though this ties back into your user-generated content strategy, visueller kommerz allows you to create brilliant product galleries featuring your own customers. Consumers often feel that staged and advertised photos aren’t as relevant to their lives. They like seeing similar people with similar interests using similar products. Visual Commerce channels with targeted tags bring all of these products together into one aesthetically pleasing gallery. You can also tie this in with your loyalty program by rewarding points for users who add images with those products. This influences your consumers to share more content, which creates more brand trust within your community. You can then use those catered product galleries for your website, email, and social media campaigns.

Empfehlungsmarketing

We said it before and we’ll say it again, consumers trust peer recognition over traditional sources of advertising. And for that reason, it’s very important to use your most loyal customers as brand ambassadors to their friends. By building a program that gives personalized incentives to your customers and their friends, you’re opening up an entirely new market for your products. Referral marketing helps you expand your customer base at a minimum cost to you. According to Huff Post, those referred customers will have on average a 25% higher lifetime value compared to non-referred customers. Make the most out of your network by implementing referrals into your loyalty program.

Data Integrations

How your brand embraces tech can be the difference between success and failure in retail. It’s so important to offer data integrations to give your potential customers the best user experience possible. If they have difficulty purchasing from you, they can find a similar product with a better UX somewhere else. Tools like social login are huge because not only are you helping the customer buy, but you’re now gaining significant insight into their social behavior. Other features like single sign-on und registration as a service help eliminate data gaps and keep your customer data safe. All of these add-ons create stickiness between you and the customer, which turns into brand loyalty over time.

Optimizing the performance of your customer loyalty program is crucial, and adding features that complement those efforts can be the major differentiator. Annex Cloud builds custom solutions for user-generated content, referral marketing, and kanalübergreifende Loyalität. Regardless of if you already have Kundentreue with us, we can help you lower cost of acquisition, cost of retention, and build a community around your brand. If you have any questions about UGC or referral marketing, Kontaktieren Sie uns for a complimentary consultation!

Partner Spotlight: Why Email Marketing Should Be at the Heart of Your Customer Loyalty Strategy

Annex Cloud & Maropost

In the past few years, customer retention has come to attract quite a bit of attention. And while retention may not be as sexy as acquisition, the ROI is far more appealing. By the Harvard Business Review’s account, it costs between 5 and 25 times more to acquire a new customer than to keep a current … Weiterlesen

Annex Cloud Shines at Shop.org’s 2018 Digital Summit

Annex Cloud Shop.org

Last week, Annex Cloud attended the annual Shop.org Digital Summit held at the Venetian Hotel & Casino in Las Vegas. Thought leaders and retail experts from all over convened to see what’s happening in the industry. Our very own Ariel Bubb gave an intriguing lecture entitled Artificial Intelligence & How it Works with Loyalty, diving into how we can use AI to retain customers. Meanwhile, the Annex Cloud Events Team was holding down the booth answering questions and giving consultations.

“The show was amazing, we were bombarded by retailers asking for advice on their strategy,” said Derek Watkins, Sales Development Consultant for Annex Cloud. “The conversations were fantastic, I love hearing first-hand what customers need help with and what we can do to support their goals.”

Shop.org is looking to change the face of retail by bringing innovative brands and startups together. Retailers like Nike, Wayfair, & Nordstrom’s were all present while celebrity personalities Serena Williams and DJ Pauly D made guest appearances. Many workshops, exhibitions, and lectures took place on retail topics ranging from blockchain technology to mobile innovation.

shop.org
Leaders in retail discuss future trends at Shop.org

During Thursday’s rounds of retail workshops, Annex Cloud’s Senior Marketing Consultant Ariel Bubb gave a speech on how Annex Cloud uses artificial intelligence to project future markets in retail. She went specifically into how we accrue customer data to teach AI systems to deliver advanced audience segments. “We have the technology to use AI to target cohorts of customers, automate incentives, and break through the noise to keep customer attention,” said Ariel Bubb. “It’s amazing to see the future unfold in front of us and we’re doing everything we can to ensure Annex Cloud is on the forefront of innovation.”

Annex Cloud is excited to lead the charge and be a thought leader for change in retail. We are honored that Shop.org asked us to speak on artificial intelligence and how it affects Kundentreue. We are making major strides in market projections and AI and will continue to innovate to help our customers grow. By using AI, our customers see greater ROI, higher average order value, and longer customer longevity overall. If you have any questions about artificial intelligence or just need help with your upcoming marketing strategy, contact us for a consultation and we can help you build a solution that’s right for you.

Das "Make-up" der Marketingstrategie von Sephora

Sephora's Marketing Strategy

Es ist kein Geheimnis, dass Sephora große Erfolge in der Schönheitsindustrie.Seit 1969 hat diese Kosmetikmarke Millionen von Einheiten in Einzelhandelsgeschäften auf der ganzen Welt verkauft und ist auch heute noch sehr erfolgreich. Aber was ist das Besondere an der Marketingstrategie von Sephora, die sie von ähnlichen Unternehmen wie Ulta und Glossier abhebt? Was ist das Besondere an ihnen, mit dem andere Marken einfach nicht mithalten können? Die kurze Antwort lautet: Loyalität. Genauer gesagt, die Art und Weise, wie sie personalisierte Loyalität nutzen, um eine Gemeinschaft von Beauty-Befürwortern aufzubauen.

Einzigartige Struktur der Kundentreue

Was die Marketingstrategie von Sephora auszeichnet, ist der Ansatz für die Belohnungen. Es gibt zwar ein Modell, bei dem Punkte für Einkäufe vergeben werden, aber es steckt noch viel mehr dahinter. Zum Beispiel, in ihrem Prämienbasar, Jeden Dienstag und Donnerstag gibt es neue Anreize, und die Kunden können in einer umfangreichen Galerie der verfügbaren Produkte stöbern. Und ihre einzigartige Kollektion bietet limitierte Editionen und exklusive Produktveröffentlichungen nur für ihre Rewards-Mitglieder. Mit weiteren Vergünstigungen wie kostenlosen Make-ups und kostenlosen Geburtstagsproben ist es leicht zu verstehen, warum so viele Beauty-Fans von Sephora schwärmen.

Sephora's Marketing StrategyUm besser zu verstehen, warum die Menschen der Marke so treu sind, habe ich die langjährige Kundin und Beauty-Enthusiastin Erin Duff nach ihrer Meinung über Sephora gefragt. "Ich bin seit über 11 Jahren Mitglied bei Sephora und das liegt daran, dass sie so hochwertige Produkte von so vielen verschiedenen Marken haben. Ich finde es toll, dass man die Möglichkeit hat, ein paar Rewards-Punkte für eine Probe auszugeben oder zu sparen, um etwas Großes wie ein individuelles Make-up zu bekommen."

Benutzergenerierte Inhalte

Sephora hat den Standard dafür gesetzt, was Kosmetikmarken mit ihren Produkten tun sollten Benutzergenerierte Inhalte. Nehmen Sie die Insider Schönheit Community, zum Beispiel. Sie besteht aus Foren rund um Schönheitstipps, Live-Chats mit Influencern und beeindruckenden Fotogalerien. Aber was sie meiner Meinung nach bei UGC wirklich gut machen, ist visueller kommerz. Mit vielen Gated Channels wie Make-up ist Leben und das beste Haar aller Zeiten, können die Nutzer Bilder posten und sehen, die sie bei ihren Kaufentscheidungen unterstützen. All dies hat dazu beigetragen, dass Sephora wächst und eine massive Präsenz mit über 15 Millionen Abonnenten auf ihrer Website und in den sozialen Medien hat.

Omni-Channel-Treue

Ob im Online-Verkauf, im Ladengeschäft oder bei Veranstaltungen - Sephora nutzt kreative Wege, um seine Kunden über alle Kanäle zu binden. Das Unternehmen wirbt in seinem Netzwerk für sein Kundenbindungsprogramm, was sich in den beeindruckenden Online-Verkäufen und der wachsenden Zahl von Einzelhandelsgeschäften widerspiegelt. Ihr einzigartiger Ansatz für Omni-Channel ist die Arbeit mit Live-Events. Sie werben ständig für Schönheitskurse, Makeover-Events und natürlich für ihre epische jährliche Konferenz Sephoria.

Sephora's Marketing StrategySephoria ist ein einzigartiges Live-Forum, in dem Influencer, Kunden und Prominente zusammenarbeiten und darüber diskutieren, was in der Beauty-Branche passiert. Ihre Veranstaltungen und kreativen Marketingstrategien helfen dabei, eine engagierte Community zu erreichen und die begeisterten Anhänger von Sephora in Markenbefürworter zu verwandeln. "Durch die Förderung persönlicher Beziehungen und die Erzeugung von Markenliebe über die Jahre hinweg ist es nur natürlich, dass wir ihren Input nutzen und unser Programm über Vergünstigungen und Rabatte hinaus weiter stärken", sagt Deborah Yeh, Senior Vice President of Marketing and Brand bei Sephora.

Das Netz von Sephora wächst weiter, und dafür gibt es einen Grund. Sie haben viele der richtigen Marketing- und Treuestrategien umgesetzt, um nicht nur ihren Kundenstamm zu vergrößern, sondern ihn auch zu halten. Annex Cloud glaubt, dass die richtige Kombination aus Kundentreueder Schlüssel zur Kundenbindung sind nutzergenerierte Inhalte und Omnichannel-Strategien. Wir arbeiten mit vielen ähnlichen Schönheits- und Modemarken zusammen und nutzen Loyalität, um sie dabei zu unterstützen, echte Beziehungen zu ihren Kunden zu pflegen und aufzubauen. Wenn Sie Fragen zum Thema Marketing oder Kundenbindung haben, Kontaktieren Sie uns oder einen Beratungstermin vereinbaren heute!

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