{"id":4800,"date":"2018-07-08T21:04:30","date_gmt":"2018-07-09T02:04:30","guid":{"rendered":"http:\/\/juneux.com\/blog\/?p=4800"},"modified":"2019-11-10T20:36:27","modified_gmt":"2019-11-11T02:36:27","slug":"rethinking-retailer-customer-loyalty-programs","status":"publish","type":"post","link":"https:\/\/juneux.com\/blog\/2018\/07\/rethinking-retailer-customer-loyalty-programs\/","title":{"rendered":"Rethinking Retailer Customer Loyalty Programs"},"content":{"rendered":"\n

Do coupons and points create real customer loyalty? Or do they just teach customers to wait for discounts?<\/p>\n\n\n\n

Rather than building loyalty programs based on frequency or spend, more retailers should leverage the mountains of data they already have about their customers to create personalized in-store and online experiences.<\/p>\n\n\n\n

How might a clothing retailer orchestrate a different kind of loyalty program that captures a larger share of their target customers\u2019 wallets?<\/p>\n\n\n\n\n\n\n

Meet Evelyn, Unengaged Buyer<\/strong><\/h2>\n

Evelyn is a 45-year-old manager in the financial services industry. She generally wears a blazer and blouse with pants or a skirt, or a dress to work every day. She is constantly bored<\/strong> by her wardrobe.<\/p>\n

While shopping, Evelyn struggles to find appropriate work clothes that are higher quality, stylish (but not too trendy), and versatile. She prefers clothes that can be remixed with existing items<\/strong> in her wardrobe.<\/p>\n

She has difficulty visualizing<\/strong> how clothes on a size 2 model will look on her size 12 frame. Returning ill-fitting items purchased online is a hassle for her.<\/p>\n

First, Solve Her Problems<\/strong><\/h2>\n

Evelyn is bored, wants mixable options, and is unable to visualize outfits.<\/strong><\/em><\/span><\/p>\n

Evelyn brings a few items into the dressing room. She notices she can scan a garment tag using the wall-mounted scanner next to the mirror.<\/p>\n

\"scanning<\/p>\n

On the scanner, she\u2019s given a 6-digit code to text to the retailer.<\/p>\n

\"web<\/p>\n

A second later, Evelyn receives a web link to view suggested outfits featuring the scanned item. Because the barcode on the tag includes the item number, color, and size \u2014 the retailer can accurately suggest coordinating and currently in-stock items.<\/p>\n

\"view<\/p>\n

She quickly swipes through photos of size 12\u00a0digital models \u2014 Evelyn’s size \u2014 wearing the same item in a multitude of ways. Evelyn can buy her selected items online or find them in the store now.<\/p>\n

From her work tablet, the salesperson also views the same list of suggested items and gathers them \u2014 plus others \u2014 for Evelyn while she\u2019s still inside the dressing room.<\/p>\n

To ensure she doesn\u2019t feel overwhelmed by too many choices, Evelyn is in control of which items get sent to her phone.<\/p>\n

Next, Onboard Evelyn<\/strong><\/h2>\n

At the register, the salesperson requests Evelyn\u2019s phone number and email address to create her account.<\/p>\n

Rather than a plastic loyalty card, Evelyn\u2019s phone number serves as her unique code that ties her entire purchase history together into a virtual closet.<\/p>\n

Within minutes, Evelyn receives an email inviting her to download the app and view her virtual closet<\/strong>.<\/p>\n

Now, Build Long-Term Loyalty<\/strong><\/h2>\n

From the app, Evelyn can:<\/p>\n