Redefining Your Brand Image through Omnichannel Marketing Strategies

by Natasha Ambavle |

Redefining Your Brand Image through Omnichannel Marketing Strategies

According to Omnichannel Marketing Automation Statistics by ClickZ “Omnichannel campaigns saw an 18.96% engagement rate, while single-channel saw just a 5.4% engagement rate.” The report also states that omnichannel campaigns produce a 250% higher rate of purchase frequency than most single-channel campaigns and offer 90% higher customer retention rate than the latter as well.” The … Read more

Omnichannel Customer Experience – Vantage Point for Holistic Engagement

omnichannel customer experience

Two decades ago, it was much easier to communicate and connect with your audience. The mediums were limited, so the message was seldom lost. Twenty years later, the audience, the competition, and communication channels have been multiplied. It has become increasingly difficult to deliver relevant information to your target audience, plus a higher probability of … Read more

Retaining Your Most Valuable Customers – Trends to Look For in 2022

Retaining your most valuable customers with trends to look for in 2020

If brands want to gain customer loyalty, then they must have a laser focus on retaining their most valuable customers.  So, what is customer retention? It’s your ability to keep your customers engaged by offering them great products and great service with high perceived value across every touchpoint in the customer journey.  Loyal customers mean … Read more

Use Loyalty to Surprise and Delight your Customers in a Recession

surprise and delight your customers in a recession

The world has come to a virtual standstill and the impact of an impending recession is going to be far-reaching. Given the looming economic downturn, a compelling lesson to learn is that excellent customer service is critical to your success and can greatly impact your bottom line. In order to be relevant in such uncertain … Read more

How to Elevate Your Customer Loyalty Program

ecommerce and customer loyalty

When it comes to customer loyalty and marketing for ecommerce, it’s crucial to stay on top of current trends. Simply having a plug-and-play loyalty program doesn’t do it anymore. It’s about creating a complete digital experience catered to your brand as well as your customers. But what can a retailer do to take their loyalty … Read more

Omni-Channel Loyalty Drives Customer Experience

omni-channel loyalty

We all know that the purchase cycle doesn’t always begin and end in one place. When guiding your customers through a purchase, are you reaching them at every possible touchpoint? A consumer may first encounter your product on Instagram, research similar items on different websites, and then make their purchase in-store. Between each of those … Read more

Why We Love Experiential Rewards in 2019

customer experience annex cloud

These days, the best customer loyalty programs go way beyond the scope of the traditional points-for-purchase model. In fact, savvy customers often approach loyalty programs with skepticism, that perhaps rewards are a little too good to be true. It’s all about how you approach the program and what you plan to get out of it. … Read more

Inside the Industry’s Best Customer Loyalty Programs

Best Customer Loyalty Programs

Are you looking to implement a Best customer loyalty programs within your business or improve your existing Best customer loyalty programs? You may be scratching your head at how industry-leading companies like Costco, Verizon and Sephora can maintain outrageously high customer retention rates while simultaneously keeping customer satisfaction high. There may seem to be a great … Read more

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 … Read more

Ask an Expert: MacKenzie-Childs’ CMO Speaks Customer Loyalty

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 customer loyalty 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, contact us for a free consultation!

 

The “Makeup” of Sephora’s Marketing Strategy

Sephora's Marketing Strategy

It’s no mystery that Sephora has seen major wins in the beauty industry. Since 1969, this cosmetics brand has sold millions of units in retail stores worldwide and continues to thrive today. But what is it about Sephora’s marketing strategy that sets them apart from similar companies like Ulta and Glossier? What is it about them that other brands just can’t keep up with? The short answer is loyalty. More specifically,  how they use personalized loyalty to build a community of beauty advocates.

Unique Customer Loyalty Structure

What differentiates Sephora’s marketing strategy is its approach to rewards. Though they do have a points-for-purchase model, there is so much more that goes into it. For example, in their rewards bazaar, they have new incentives every Tuesday and Thursday and customers can browse a massive gallery of available products. And their unique collection offers limited edition and exclusive product releases solely for its rewards members. With more perks like free makeovers and complimentary birthday samples, it’s easy to see why so many beauty enthusiasts rave about Sephora.

Sephora's Marketing StrategyTo get a better understanding of why people are so loyal to the brand, I asked long-time customer and beauty enthusiast Erin Duff her thoughts on Sephora. “I’ve been a Sephora member for over 11 years and it’s because they have such high quality products from so many different brands. I love that you have the option to spend a few rewards points for a sample of something or save up and get big like a custom makeover.”

User Generated Content

Sephora has set the standard as far as what cosmetic brands should be doing with their user generated content. Take the Insider Beauty Community, for example. It consists of forums surrounding beauty tips, live chats with influencers, and stunning photo galleries. But what I think they do really well in UGC is visual commerce. With many gated channels like Makeup is Life and Best Hair Ever, users are able to post and see pictures to help them guide their purchase decisions. All of this has helped grow Sephora grow and sustain a massive presence with over 15 million subscribers on their website and social media.

Omni-Channel Loyalty

Whether it’s online sales, in-store, or at events, Sephora uses creative ways to retain its customers among all channels. They do a great job of advertising their loyalty program to their network and it’s evident by their impressive online sales and growing list of retail locations. Their unique spin on omni-channel is the work they do with live events. They are constantly advertising beauty classes, makeover events, and of course their epic annual conference Sephoria.

Sephora's Marketing StrategySephoria is a one-of-a-kind live forum where influencers, patrons, and celebrities all collaborate and discuss what’s happening in beauty. Their events and creative marketing strategies help reach a more engaged community and turn Sephora’s avid followers into brand advocates. “By fostering personal connections and generating brand love over the years, it’s only natural that we leverage their input and further strengthen our program beyond just perks and discounts,” says Deborah Yeh, senior vice president of marketing and brand at Sephora.

Sephora’s network is continuing to grow and there’s a reason for that. They have implemented many of the right marketing and loyalty strategies to not only grow their customer base, but to retain it as well. Annex Cloud believes that the right combination of customer loyalty, user-generated content, and omni-channel strategies are the keys to retention. We work with many similar beauty and fashion brands and use loyalty to help them nurture and build real relationships with their customers. If you have any questions about marketing or loyalty, contact us or schedule a consultation today!

Why Omni-Channel Loyalty Brings the Best ROI

omni-channel loyalty

Omni-channel loyalty can be the difference between life and death for a business. While plenty of customers will sign up for rewards, not all will return. Consumers opt for loyalty experiences that personalize, incentivize, and engage. Recent changes to the traditional points-for-purchase programs have forced companies to seek out new consumer loyalty solutions that not only meet current technological requirements for marketing programs, but also provide consumers with a consistent, quality brand experience. Implementation of such programs is a major investment for brands, which is why choosing the best type of loyalty solution is crucial. That being said, let us dive deeper into why omni-channel loyalty will help you leverage the greatest return.

Why Is Omni-Channel Loyalty Important?

The goal of omni-channel loyalty is to allow businesses to control and smoothly integrate everything from their POS system to social media. Creating and distributing consistent branding online and offline helps create a uniform experience while reaching consumers who may never step foot into your establishment. You can advertise products while nurturing customer relationships and even help you develop a customer loyalty program that works both online and in-store. According to Nielsen, Americans spend 11 hours per day engaging in electronic media which means the digital realm is becoming increasingly important to consumers. Imagine being able to connect to your customers from anywhere; an omni-channel system allows your advertisements to be displayed for print, games, mobile, kiosks, etc.
omni-channel loyalty

Modern Consumer Behavior:

The modern consumer is used to channel hopping. As stated by CommerceHub, 86% of shoppers change channels on a regular basis. A consumer may search for a purchase on their laptop, check pricing on their phone, and pick up the product in-store. If a problem arises with fulfillment, that consumer will be less likely to return. Because modern consumers are unforgiving of brand mistakes, Iterable claims 47% of people switch to competitors after a poor customer experience. Omni-channel in this context reduces the risk of customer loss and also delivers the experience that modern consumers have come to expect.

A study by SDL shows that 60% of millennial shoppers want a consistent experience on their phone and 72% of adults prefer to receive digital communication. A typical consumer who has issues opening a loyalty email or advertisement on their phone will quickly become frustrated with their experience. Ensuring omni-channel compatibility will prevent frustrations, help you retain consumer interest, and ultimately help you increase revenue.

Core Omni-Channel Strategy:

Because omni-channel loyalty spans across all media, we’d like to review the major touch points that businesses tend to focus on and what makes up a good collaborative strategy.

Online:

The benefits of omni-channel means you can implement a single strategy that spans across your website, social media, and email campaigns. It allows you to seamlessly combine your loyalty program with your visual commerce and other consumer dependent campaigns. This gives you an easy way to gather reviews and leverage UGC for promoting your brand.

In-Store:

Having strong in-store signage is crucial in a retail store, just as important as basic strategies are for encouraging customers to sign up for rewards. Some companies have even included digital maps of their store to help consumers better navigate. Such maps are also convenient for shoppers who need to quickly locate items, which helps increase loyalty and decrease in-store cart abandonment.

Third Party:

Omni-channel compatibility allows your consumers to redeem rewards on products that have been purchased from third parties. The rewards serve a dual purpose: not only do they strengthen connection between the consumer and your brand, but they also help you track how your brand is performing with other stores and retailers.

Annex Cloud believes that when applied to loyalty marketing, the omni-channel approach contributes more toward outreach, sales, and data than any other strategy. Once you synchronize your message, you can help decrease consumer loss, increase average order value, and ultimately see the best ROI. If you need any help on omni-channel or how to implement it into your loyalty solution, talk to an Annex Cloud consultant today!

Maximize Your Customer Loyalty Program

customer loyalty program

There’s no doubt the popularity of loyalty marketing programs has consistently been on the rise with a reported 3.3 billion customer loyalty memberships in 2015 and a 26% increase in memberships reported since 2013. However, the flip side of that growth, is actual consumer participation has dropped. The average U.S. household belongs to 29 loyalty … Read more

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