Annex Cloud Featured at SAP Customer Experience LIVE

von Sean Ogino |

Annex Cloud Featured at SAP Customer Experience LIVE

SAP Customer Experience

Next week Annex Cloud, an SAP-preferred vendor and leader in customer loyalty solutions, will be featured at this year’s SAP Customer Experience LIVE Conference in Orlando May 6-8. Leaders in the retail space gather from around the globe to discuss storytelling and the importance of positive brand experiences. Annex Cloud’s Chief Strategist Al Lalani will be … Weiterlesen

5 Secrets to Airbnb’s Marketing Success

Airbnb marketing

According to Morgan Stanley, Airbnb will account for 6% of the total lodging industry by 2020. With Airbnb’s unique peer-to-peer model of local hosts offering their homes up, they are dominating the travel industry. Travelers looking for an authentic stay in a new location are flocking to Airbnb. They’ve immediately created a loyal customer base … Weiterlesen

Which Famous Marketer Are You? A Personality Quiz

Which Marketer Are You?

Which Famous Marketer Are You? Have you ever watched Mad Men and just been in awe by how suave Don Draper is? Or watch Shark Tank and think how cool it would be one of these gurus? Well maybe you have more in common with these famous marketers than you think. We thought it would be … 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

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

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

7 Steps to Referral Marketing Success

referral marketing

In this age of information overload, 82% of customers are making purchase decisions based on recommendations from their friends and family. While brands and retailers have many different ways of earning these recommendations, many are finding the benefits of referral marketing by tapping into their customers’ networks. By offering customers incentives for referring your brand … 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

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!

 

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

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!

Fallstudie: Wie man ein erfolgreiches B2B-Treueprogramm aufbaut

B2B Loyalty Case Study

B2B Loyalty Overview:

It is very true that there is no one-size-fits-all Treueprogramm. Especially not in the business-to-business industry. The B2B space is such a specific market with a narrower audience, so it must be treated as such. That means audience segmentation and personalized incentives are that much more important. This study will review how Annex Cloud helped two industry-leading companies build out their B2B loyalty programs and what impact it had on those brands.

Goals of B2B Loyalty:

Though the strategies may differ, there are several common goals of a B2B loyalty programs. These businesses both needed to increase customer spend and increase customer lifetime value. This can be challenging in B2B because the market is not only competitive but niche as well. They wanted to build brand advocacy and basically create a community of ambassadors. They also needed to reduce discounts on items. We live in an economy so deeply entrenched by discounting that retailers and B2B companies alike have the challenge of migrating away from it as to maximize product return.

Our Solution:

Every loyalty solution has its challenges but B2B requires another level of personalization. Both of these companies opted for Annex Cloud not only because we have a unified marketing platform with Kundentreue, Benutzergenerierte Inhalte, and referral marketing capability, but also because we work with businesses to create a custom implementation strategy.

Annex Cloud also helps companies nurture their relationships with existing customers through personalized incentives, which in turn increases customer spend and average customer lifetime value. These incentives inspire customers to become brand advocates where they’re more likely to take actions like referring a friend or reviewing an item. It’s about following the customer journey from beginning to end and building a true community around their B2B brand.

B2B Rewards:

The key to rewarding in the business-to-business space is allowing your customers to sample your products risk-free. If you offer an impressive product catalog with a great loyalty offering, they are more likely to purchase. It’s a low risk scenario if built surrounding high-margin products. This B2B model implemented by Annex Cloud has proven to help support sales and drive revenue.

Consumer Electronics

Client A: Consumer Electronics

Objective:

Our client, a leading consumer electronics company, built a very successful model around selling office electronics like computers, monitors, copiers, and printers to small businesses around the world. They wanted to implement a B2B loyalty program that would sign up more users and build a community of brand advocates.

They had so many questions about best practices for strategy and segmentation. How do we best incentivize with the B2B model? How do we grow our customer base while creating meaningful relationships with our existing customer base? They chose Annex Cloud for its experience in creating very personalized incentives specific to the B2B industry.

Results:

Soon after launch, we saw major wins for the program. By designing a solution specific to our client’s B2B sales goals, we positioned them as a leader in SMB loyalty. Since initiating this campaign, we have already signed up over 100,000 businesses for the program. We also saw a 7% increase in repeat purchase rate and a 9% increase in customer lifetime value. However, probably the largest takeaway from the program has been building a community of 10,000 brand advocates. By building a custom solution with Annex Cloud and by leveraging their Benutzergenerierte Inhalte, our client is seeing a huge increase in partnering businesses and overall brand awareness.

b2b loyalty

Client B: Physician Loyalty

Objective:

Our other client is a large specialty healthcare company with an array of products like over-the-counter and prescription pharmaceuticals. Their primary objective was to build a Treueprogramm targeting physicians, which of course brought a lot of challenges. How do we keep a physician’s attention when there’s so much competition in healthcare? How do we reduce discounting and still keep them engaged? Luckily, Annex Cloud specializes in using long-term incentives to keep attention and to help reduce discounting.

Results:

By implementing a tiered program where discounts depend on the physicians’ spend, we have been able to see major benchmarks in performance. We have now signed up 70% of our client’s current customer base since the launch of the campaign. We also saw a 6% increase in customer spend and an 8% increase in customer lifetime value. But what we’re most impressed by is the 25% decrease in discounting. For a healthcare company of that scale, to reduce discounts by a quarter is a huge plus. By working with Annex Cloud to award returning customers and by personalizing incentives, our client was able to surpass its goals in customer acquisition and discounts.

To learn more about how Annex Cloud can help your business grow, Kontaktieren Sie uns oder eine Demo planen heute.

Why Your Ecommerce Sales Strategy is Incomplete Without a Customer Loyalty Solution

Customer Loyalty

Once upon a time, an ecommerce company could get away with just a simple website that sold products. Then one day the industry progressed to the point that we all needed to incorporate an email service provider. And now, we have Amazon, Walmart.com, and the other retail powerhouses creating new standards for ecommerce fulfillment, price, and service. According to TechCrunch, Amazon accounts for 49% of all ecommerce sales. The closest competitor is eBay with 5% of total ecommerce transactions. This chaotic battle for market share has forced other retailers to get creative with how they use Kundentreue to incentivize their customers.

Ecommerce SalesThe Amazon Effect:

In 2017, Amazon saw $177 billion in sales revenue. This year, they’re projected to clear $258 billion. Features like Q&A, item comparison, and peer reviews have forced smaller retailers to get creative with their own user experience.

They also built one of the most unique customer loyalty programs in retail history. With its innovative paid loyalty model, Amazon Prime has changed the way millions of us shop each year. It’s also very diverse in scope, as Prime subscription benefits can range from free two-day shipping to streaming thousands of movies. And now that Amazon has acquired Whole Foods, it’s become that much more convenient for the customer. And to think it all started with books…

The Issues:

With the dominance of the third party aggregators like Amazon, Google Shop, and Walmart.com, it’s becoming harder and harder to keep a consumer’s attention. So many factors come into play on why this is such a problem.

Distractions:

When your products are being advertised on third party sites, they’re being compared apples-to-apples against hundreds of similar products. Google Shop’s comparison tool places the most relevant goods with the best price right next to your products. Not only that, but customers are channel-hopping across various ecommerce sites, social media, and other sources to get as much information as possible about your product. According to a study done by CommerceHub, 86% of purchasers change channels when buying online. So if your reviews, Q&A, and product descriptions don’t check out, your potential customer has a lot of other options to choose from.

Trust:

customer loyaltyThe cost of acquisition is currently higher than the cost of inflation, a detrimental stat for marketers and ecommerce professionals. This is attributed to lack of trust in retailers and institutions in general. “The trust that consumers have in brands is going down tremendously,” stated Al Lalani, Chief Strategist of Annex Cloud. “Customers are researching more and looking for peer reviews across many channels, thus increasing the acquisition cost of that customer.”

The Solutions:

Though there is no one simple solution to this problem, there are a few strategies that can help your brand better position itself against the competition.

Omni-channel:

It’s so vital for a brand to have a strong presence across all industry-related platforms. That includes a great ecommerce store, third party aggregators, mobile devices, and social media. Once a customer is acquired through a good omni-channel campaign, it’s important to incentivize them to return for future purchases. This is done with kanalübergreifende Loyalität. Say you’re a shoe manufacturer and a customer just purchased your shoes on Amazon. Because advertising on Amazon means more cost to you and more distraction to your customer, it’s in your best interest to convince the customer to purchase from you directly in the future. This can be done by incentivizing the consumer with offers like $10 off their next shoe purchase or offering free socks with each purchase.

Retention Through Customer Loyalty:

No matter how you acquire a customer, it’s important to make them want to buy from you again. The cost of acquiring a customer is greater than the cost of retaining a customer, so incentivizing right after the initial point of purchase is your best chance of nurturing that relationship. According to Ciceron, a satisfied customer will contribute on average 14x more revenue to a business compared to a dissatisfied customer. It’s about not only rewarding after a purchase, but incentivizing them when they take actions like posting photos with your products. It’s about breaking out of the points-for-purchase model and building a real community around your brand. When you cater to your customers, they gain a sense of inclusion and are more likely to purchase in the future.

Annex Cloud helps bridge the gap between retailer and consumer. By working with the retailer and creating a custom loyalty solution, we generally see an increased average order value and decreased cost of retention. The old days of getting by on an ecommerce site alone are behind us. It’s an absolute necessity for retailers to incentivize their customers with customer loyalty. If you either don’t have a loyalty program or you just want to get more out of your program, Kontaktieren Sie uns and we’ll be sure to help you out!

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[White Paper]
[White Paper]