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

An Effective Omnichannel Experience is Key to Success

An Effective Omnichannel Experience is Key to Success

Omnichannel platforms provide customers with integrated shopping experiences by prioritizing the wants and demands of the customer. As marketing advances, recognizing the buying habits of individuals has become crucial. Omnichannel platforms provide customers with coherent and consistent shopping to drive better relationships. In today’s competitive times, every retailer is expected to have an online store. … Read more

Everything You Need to Know About the Chipotle Loyalty Program

Chipotle Loyalty Program

Modern fast-casual and quick-service restaurants and chains are waking up to the fact that customers are shifting to digital sales owing to the pandemic. But it’s not enough to simply have digital channels, the customer experience needs to be personalized and exclusive. Modern customers know what they want and that’s where understanding them is critical. … Read more

Omnichannel Approach is a Must Have for Retail Success

omnichannel

Modern customers want to engage in unique ways with your brand. They want to browse and shop through multiple channels and expect it to be a seamless experience. Omnichannel retailing is a proven way to boost customer lifetime value, increase their spending and improve their experience. So, what is omni channel retailing? A consistent, well … 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

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

Top 5 Add-On Features for Your Customer Loyalty Program

customer-loyalty-program

You have a customer loyalty program, 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 loyalty marketing 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.

User Generated Content

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 user-generated content 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 Loyalty

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.

Visual Commerce

Though this ties back into your user-generated content strategy, visual commerce 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.

Referral Marketing

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 and 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 omni-channel loyalty. Regardless of if you already have customer loyalty 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, contact us for a complimentary 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!

Why There is No “One Size Fits All” Customer Loyalty Solution

loyalty program

A loyalty program can truly run the gamut when it comes to features and functionality. However, some loyalty programs limit ecommerce and retail brands to plug-and-play, one-size-fits-all models. The problem with that is every business has different products, which means different goals and sales strategies. So how can a clothing brand and an electronics startup … Read more

9 Examples of Innovative In-Store Technology

in-store technology

There is hardly any debate whether online stores have created ripples of worry in the world of physical stores. With the unprecedented increase in the internet penetration and abundance of devices like mobile and tablet, online shopping has become the go-to, especially for millennials. It has created a threat to the very existence and relevance … Read more

Omnichannel Loyalty: 4 Ways to Make Your Customers Thankful

omnichannel loyalty

With Thanksgiving just around the corner, it’s common to reflect on the people, relationships, and circumstances for which we’re most thankful. We’d be remiss if we didn’t express our gratitude for one of the most vital components of our business lives–our customers. One way that ecommerce sites and brick and mortar shops can ensure that … Read more

4 Steps to Creating a Seamless Omnichannel Experience

Omnichannel Experience

The modern-day consumer expects to be able to view your products online, download exclusive offers to their phone, while they browse in-store, and then be able to easily share their purchase on their Twitter feed. Today, marketers are facing the challenge of converting the always-connected consumer. In a recent report from MIT, 80% of store … Read more

Twitter, Ecommerce, and Screen size – Make it Count

Ladies and Gentlemen, Twitter has taken a turn as far as what users see on their feeds. The annoyance (or preference) of having to click on a link in the middle of a tweet in order to see the image has taken a leap. As of October 2013, the image is now visible on the … Read more

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