Why Omni-Channel Loyalty Brings the Best ROI

by Mark Stansbury | August 14, 2018 | Omni-Channel

omni-channel for retail

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 loyaltyModern 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!

 
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