Supercharge your Marketplace with a Loyalty Strategy

by Bistriti Poddar |

Supercharge your Marketplace with a Loyalty Strategy


Loyalty programs are a great way to establish and prolong profitable customer relationships. According to Accenture, over 90% of companies run some kind of loyalty program. Harvard Business Review has stated that loyalty marketers increase revenues approximately 2.5x faster than their competitors. Loyalty programs make a difference.  Let’s explore how this works in a marketplace … Read more

Harness Data to Foster Customer Engagement

Harness Data to Foster Customer Engagement

The acceleration of digital, fierce competition, and ever-increasing customer expectations have all put a major dent in many of our growth plans. Customers want to be treated like individuals and want to stick with companies that know who they are and invest in building a meaningful relationship based on their preferences, values, and needs. To … Read more

How Loyalty Influences Branding

In the business world, two important factors that differentiate laggards from leaders are – Branding and Loyal Customers. Branding is the distinct identity of a brand that separates it from its and competitors and loyal customers are the backbone of a strong brand. According to Harvard Business Review, “Loyalty leaders grow revenue roughly 2.5x faster … Read more

Surprise and Delight your customers with Birthday Rewards


On the occasion of your customer’s birthday, gifting them something thoughtful will ultimately reflect on how valuable your brand considers your customers to be. Small yet prominent gestures help in increasing the customer’s lifetime value and also as stated from a survey, a simple personalized birthday mail along with a surprise gift can increase the … Read more

Increase Customer Loyalty with these Customer Loyalty Techniques


Gaining new leads isn’t easy, and keeping the existing customers consistently engaged isn’t easy either. The key motive for any marketer should be to acquire loyal customers as they not only bring more profit to the business but also potentially reduce the operating cost for most businesses. The concept of Customer Loyalty goes beyond the … Read more

Making the Most of Customer Incentive Ideas in 2022

The year 2022 reiterated the unpredictability of the market, social and ecological concerns and their impact on businesses as well as customer behavior. From revenge shopping to conscious consumerism, we have seen it all and one thing is clear – customers will purchase and an incentive never hurt to influence their purchase behavior. With smart … Read more

Is Earn and Burn Loyalty Still Relevant and Effective?

It is a global norm, that when it comes to serious matters, people rely on people they know and trust- be it a doctor, a hairstylist or a financial expert. The same goes for most marketing and loyalty strategies and in this case – Earn and Burn Loyalty. What is Earn and Burn Loyalty and … Read more

Driving Loyalty Through Personalized Solutions

Anne receives emails from two bookstores she purchased from months ago. Bookstore A sends her emails about general offers and discounts they are running, while Bookstore B sends her recommendations based on her purchases, new launches in genres she might be interested in, personalized communication and special discounts on her preferred books and stationery. Which … Read more

Double down on Personalization to Deliver Better Customer Experience

double down on personalization to deliver better customer experience

There is an ongoing need for brands to deliver better customer experience. Better customer experience not only aids happy and engaged customers, but also drives customer retention. Customers nowadays have become intelligent with their choices. Most customers would leave if they had other choices that offered better experiences. This significantly affects customer retention goals of … Read more

Break Down Data Silos to Build Emotional Bonds & Drive Loyalty

break down data silos

According to SmarterHQ, 63% of consumers stop purchasing products and services from companies who poorly execute personalization. Personalization is good for business. In fact, Adweek reports that personalization can reduce acquisition costs by as much as 50%, increase revenues up to 15% and increase marketing spend efficiency as much as 30%. No wonder that, according … Read more

Making the Shift: Becoming a Customer-centric Brand


2021 is the time to put customer needs at the forefront. In the age of empowered customers, companies need to go the extra mile to find out what the customer really wants in order to earn their loyalty and establish a lasting relationship. Did you know that client-centric companies are 60% more profitable (Deloitte)? Customers … Read more

Looking to Reduce Churn? Know How Client Retention Works

client retention

Companies with high-quality products, top-notch service, and personalized user experiences don’t just attract new clients, they retain their existing clients. Most loyal clients don’t just buy one product or use a company’s service once, they will come back time and time again. As a result, client retention increases the lifetime benefit of a company and … Read more

Maximize Customer Lifetime Value with Personalization

maximize customer lifetime value

In an increasingly competitive market, you must focus on improving the customer experience in order to gain incremental revenue. These days, customers are savvy and they know what they want. In fact, they demand it.  Improving customer experience for such savvy customers is no easy feat and personalized shopping experience is something everyone expects these … Read more

For the Best Personalization Experience, Know How to Identify the Gift Buyers

gift buyers

This is a guest post written by Van Schlichting, SEO & Optimization Practice Lead at Corra, a global digital agency creating transformative commerce experiences for fashion, beauty, and lifestyle brands. To learn more, visit

A good first question when familiarizing yourself with a new customer base is, “Who is my typical customer?” This is usually a question that you can readily find an answer to, but where does one go from there?

Having a clear understanding of who is hitting your site, and what they are looking for, is key to developing an immersive and relevant customer experience.

Who is on your site anyway?

The place e-commerce occupies on the cusp of technology and marketing often puts us in the mindset of a traditional marketer. One thing we often miss with this approach is the understanding that visitor composition changes naturally throughout the year, particularly for businesses in a highly seasonal industry. Some customers may seek your brand only certain times of the year. For instance, some shoppers are only interested in the winter clothing line, or they tend to shop in advance of summer activities.

Beyond changes in your customer base behavior, you also can see site visitors who aren’t actually your customer at all. For instance, your customer Mr. Smith is very loyal, and purchases fairly regularly. Mrs. Smith, however, only shops on your site on Black Friday, or during a peak season for a gift for her husband. While she may know what she wants to purchase, her unfamiliarity with your site or product leads to a shopping journey that is very different from what you might expect. Since so much of a good testing program is about looking at the end-to-end experience, this can complicate your interpretation of the results.

Identifying the Gift Buyers

Learning how your customers act during gift-buying times is the key to achieving the most relevant and engaging experience. There is no magic bullet that will solve everything, but there are some variables to begin looking at to identify gift buyers:

  • New vs. Returning – While we may not be able to identify Mrs. Smith on Mr. Smith’s computer, we can be fairly certain that gift buyers like her are going to be “new” to our site. Beginning by looking at new visitors, and then refining them into some of the more detailed sub-segments listed here is a good place to start. It’s also important to note that Mrs. Smith may be using Mr. Smith’s computer or even account, and so may not show up as new at all. A good way to begin profiling this scenario is to focus on the typical time windows you can predict, when gift buyers surge, and develop segments for only that time period.  You can then compare their behavior to other periods more readily.
  • Index/Product Page Loiterers – Pausing longer than usual on the index or product page is most commonly a characteristic of someone buying gifts. I’ve seen 20%-30% increases in time on these pages during the holidays! Combine this with new visitors, and you’ve done most of the heavy lifting toward identifying gift buyers. Just be sure that other factors—such as other tests you are running, or content changes—are factored out.
  • Product Page, Index Page, Product Page – Similar to sitting on the index page, new and unfamiliar shoppers tend to move back and forth from products to product lists more often. This could be Mrs. Smith looking for that perfect gift, particularly when aligned with specific keyword searches (such as Mr. Smith wanting that new gadget that is being advertised) or within a specific deep (level 4) category on the site.
  • Keyword Searchers – For most retailers who aren’t high SKU count/category spread, returning users tend to use the navigation more often than keyword searching. A new visitor doing a single keyword search during the holidays is likely to be a gift buyer because they already know what is wanted.
  • Cart Adds & Abandons – Generally, you will see a negative correlation between gift buyers and abandoned carts. We often miss this one because in general, add-to-cart rates and cart abandonment rates will both rise during the holidays. This is because the existing customer is more likely to price shop, while a gift buyer goes straight to checkout.

Keeping an eye on these behavioral patterns will help retailers to see which customers are new or returning, and which have landed on your site to shop for gifts. Knowing this will allow you to target these customer groups with promotions that speak to their interests, and in some cases acquire them in their own right.

The Why and How of Meaningful App Personalization

app personalization

When you order a latte with a dollop of whipped cream at a coffeehouse, that’s customization. But when you reach the coffeehouse and the server puts options in front of you, remembering that you like your latte with whipped cream, then that’s personalization. In that sense, personalization is a step ahead of customization, as it doesn’t demand any activity from customers. It’s a proactive method of providing state-of-the-art customer experience with the minimum efforts from the customer’s side. This is the prime reason why the concept of customization, which is rapidly becoming a thing of the past, is getting superimposed by personalization.

The consequence of this trend is getting reflected in whatever the retailers as well as etailers are doing. They are trying to add a dash of personalization at all possible avenues through which customers may interact with them. But, when you look at the study that found that mobile app transactions accounted for 54% of all mobile transactions for the fourth quarter of 2015, while app shoppers spent more per order on average ($102) than both mobile Web ($92) and desktop shoppers ($100), the value and significance of mobile apps get highlighted. The only reading that retailers/etailers can draw from this is that the time of mobile app personalization has arrived!

Why Mobile App Personalization?

A) Customers Demand It

According to a Merkle survey, 67% of shoppers under the age of 50 stated that they want retailers to offer a totally mobile path for purchases, while 46% of that age cohort want personalized offers for in-store purchases on their mobile phones, resulting in an urgency to make deals specific to the store as well as urgency.

There is absolutely no doubt that there is a need among customers to get relevant and personalized communication. Indeed, TimeTrade Systems just released a survey estimating that retailers lose out on $150 billion through a lack of personalization. In fact, the question that marketers need to think upon is this: Does it really help to send a generic communication to a bunch of customers who have different needs, tastes and mindsets? It generally fails, as one communication cannot fit to all. And unfortunately, most of the mobile apps have made this mistake. This is one of the main reasons why even though average person will have about 65 apps on their device, but only actually use about 15 of them each week. They find nothing new or useful in it. They fail to make the sense why they should keep the battery eating app in the limited storage device. Mobile app personalization can give them a logical reason to stay with you.

B) It Affects Your Bottom Line

The problem with many older ways of marketing communication is that they are pretty far removed from the bottom line at many organizations. It is visible from the structure of their funnel that marketing is two to three times removed from the point at which a customer makes a purchase and drives revenue for the company. A well-oiled and thought-out personalized mobile app can help in stretching a pall over this bleak reality.

Remember that most of the basic offers that customers will get through mobile apps won’t be drastically different than what they will see in other marketing campaigns. But what differentiates the two is the fact that the same offer becomes “immediately actionable” within the app. It’s like you are standing in front of the gas station with your car and someone hand you a special discount coupon for filling up your tank. It makes benefits easily, and most importantly, quickly accessible. You can look at it as an outlet to ensure instant gratification. Note that millennials, the most important customer segment, have a weak spot for instant gratification.

Moreover, mobile app personalization is a handy tool in informing the customer when a product that he wanted is back in stock and he just has to tap to alert the store to hold the item for him. It doesn’t just delight and surprise the customers- the key building blocks of any good customer experience. It is enabling you to fill out the missing possibilities of sales. It will become even more impactful if that one tap leads directly to adding the item to the mobile app shopping cart.

The Right Approach for Mobile App Personalization

The changing times and incredible product awareness that consumers have has changed their psyches. Even though 50% of customers want mobile app personalization to deliver notifications about discount offers, the scope of demand has expanded voraciously. Many customers expect a lot more than discount offers from mobile app personalization.

The limitations of mobile devices have made it difficult to stay true to those demands in the past largely because of screen size and gesture-heavy interfaces. But now such limitations have been stripped away due to arrival of technologies such as Flash and Ajax alongside web interfaces. Customers are aware of this fact. And who are not aware of it are seeing that someone else has made a mobile experience very personal . Before building an app, thus, it’s of a high importance to know what customers expect when they have an image of a personalized mobile app in their minds.

As per the February 2016 survey, people want a high level of mobile app personalization. They want apps to adapt as per their needs.

mobile app personalization

As you can see, they want their apps to enable faster payment methods. They also want the ability to order on the go with faster delivery, instant real-time online customer service and seamless product offerings across different channels. Delivering meaningful personalization takes data and good segmentation. This blog of ours discusses innovative ways to segment shoppers, while this one talks about valuable but underused consumer research tools that give you actionable data.

It’s quite affirming that customers want their apps to cover everything that generally happens between a buyer and a seller. They are viewing them as a one stop destination which will actually take care of everything. Starting from the product discovery to payment, they want everything to be embroidered by the personalized app. And many have taken a clue from these findings and have tried to reach closer to the enormity of customer’s expectations.

Note: We understand how valuable mobile experience has become in the modern business world. To further enhance your understanding of the topic, I suggest you to dive into this blog where we have discussed how mobile wallets can be used beyond the normal payment functionality. In this blog, we have listed the issues with mobile payments.

A) Samsung:

Samsung, the Korean giant of  consumer electronics, debuted a heap of products that incorporate IoT, data analytics and mobile technologies at the National Retail Federation Big Show in New York. Samsung created a clothing shop that blurs the lines between online and offline shopping, while synchronizing backend systems for an omnichannel shopping experience.


With the help of store app on a Samsung Galaxy smartphone, a shopper can order products at home. As soon as he arrives at the store, the app sets off a beacon on a large digital signage display to show the personalized content based on his prior purchases, and suggesting items that can be browsed via a touchscreen display. If he fails to find a desired product in the store, he can get assistance via the store app on their mobile device by pressing a ‘Help’ button on the app. Through Samsung wireless triangulation, the assistant will get to know the customer’s store location, He can help the customer in finding the item in the store.

The most striking thing about Samsung’s app is that it has created an integrated ecosystem by linking the app with beacons and other technologies like Samsung wireless triangulation. Samsung has not viewed the app as an isolated entity, as they’ve rightly guessed that people need an assistant at every stage of buying. This is a prototype of future apps. We will see more of such integration in the wake of other technical tools like Wi-Fi login and wayfinding.

B) Nordstrom:

Nordstrom gave a different meaning altogether to the ordering system by making it hyper-personal through its mobile app. It created an app, TextStyle, which was essentially a personal link between customers and sales associate to help them through the buying journey. It allows sales people to send a description or photo of a product in a form of a private message. Once the customer is convinced by the information that he has received through the app, he just has to reply “buy”, enter in a unique code to complete the transaction. It’s like an encapsulation of the entire buying journey in one single app!

nordstrom app

C) Flipkart:

As customers get exposed to thousands of products on an ecommerce site, the chances are high that he may get stuck in indecision and may abandon the process. Though personalized onboarding can help in pacifying his nerves and notorious “buyer’s anxiety”, personalized In-app features can enhance his interactions with the app to make him stay a bit more with your app, and thus, with you. Flipkart, a major Indian ecommerce player, guessed that and decided to insert In-app chat function.

The direct benefit of In-app chat function is that it makes simpler for customers to take buying decision,as they can connect with their friends and family for an opinion instantly. The green signal by friends and family can push them closer to the checkout page. Flipkart Ping is designed with the same philosophy. Have a look at how this feature can help millions of customers.

All these three examples as well as the analysis of the customers’ expectations show that personalized apps should do more than just sending relevant content and information. Of course, it will hold its importance, as relevance will always get reverence. But that’s standard for this era. The need is to superlatively heighten the customer experience by generating a bird’s eye view of customer behavior, preferences, buying journey, needs and future possibilities. A shopping app should become a trusted virtual adviser. Otherwise, it’s far too easy for an app to tip over to the land of oblivion. This is especially true when customers are surrounded by 4.4 million apps!

Related Posts

Sorry, no posts were found.

[White Paper]
[White Paper]