SAMIFINNEandHANNASIVONEN
discussretailloyaltyprograms. Shopping for
Loyaltyprogramsarekey programsandshopperdatais
mediaforbuildingshopper theopportunitytoconduct
Thebest
reachedeffectivelythrough
targetedcommunication.
relationships.Theyprovidea targetedcustomerdialogueand
retailersmay
Mostconsumersbelongto
meanstocapturetransaction setclear,measurableobjectives somemicro-segments,which,if
andcustomerinformation, forit.Newproductsand
conductupto
identified,canbeusedto
whichenabletheretailerto servicesareintroducedatan
learnfromcustomerbehaviour acceleratedrate,anditmaybe
hundredsor
improveloyalty.
Micro-segmentsarealso
and,hence,deliverbettervalue difficultforthecustomersto
totheircustomers. noticethemamongthousands
eventhousands
interestingtosuppliersbecause
theyofferlineextension
Loyaltyprogramsshould ofothernewproductsand
ofconcurrent
opportunitiesforhigher-margin
increasecustomerretentionand services,unlesstargeted value-addedproducts.As
shoppingfrequency,butthey communicationisused.
promotions
retailingisbasicallyabout
alsohaveseveralotherbenefits. Retailersfocusnotonlyon
Thefocusofretailersoperating traditionalweeklycompetitive
relatedto
sellingproducts,andloyalty
programsoftencommunicate
loyaltyprogramswill productcampaigns,butalso
increasinglyshiftfromcategory surpriseofferings,astheyshift
changesin
aboutproductofferings,itis
onlynaturalthatsupplierswill
managementtoactively moreandmoreto
shoppers’life
haveastrongrolein
communicatingaboutnew demand-generationbusiness, strengtheningretailers’shopper
productsandservices,delivered buildingthecustomer
situations.
loyalty.Loyaltyprogramsand
attherighttimeforeach relationshipsystematically, shopperdatawillalsoplayakey
customer. ‘educating’theshoppersabout roleinretailexpansionto
Toidentifykeytrendsand newproductsandservices. consignmentgoodsand
futuredirectionsinshopper Besidesconventionaldirect services,andincreasingly
datausageandsharing,we marketing,targeteddialogueis wideningassortmentsespecially
carriedoutastudyfor16 trulymulti-channelwithoptions intheonlinechannel.
leadingretailersfrom11 rangingfromcustomer
countries(Spain,Sweden, magazinestotheonlinechannel Timingiscritical
Finland,Estonia,Germany, andstores. Event-basedmarketinginduces
Switzerland,UnitedKingdom, Sophisticatedretailerscan asignificantchangeinretail
UnitedStates,Belgium, developamulti-channelmedia marketing.
DenmarkandItaly). formatwheresupplierscanbuy Increasingly,campaignsare
Accordingtothestudy,the spacetoimprovethevisibilityof preparedinamodularfashion
mostimportantbenefitareas theirproductsandservices,of andsenttocustomerswhenthe
arestronglylinkedto courseaccordingtothe needarises.
demand-sideaspects:retail positioningstandardssetbythe Asinanysalessituation,
positioning,format retailformat. timingiscritical,andloyalty
development,customer Forsomeretailers,direct programsprovideatoolfor
communicationandcategory revenuefromthismediacanbe bettertargeting.
management.Personalised significant. Thebestretailersmay
communicationwasseldom Smallerandsmaller conductuptohundredsoreven
carriedoutincollaborationwith micro-segmentscanbereached thousandsofconcurrent
manufacturers,howeveritwasa effectivelywiththehelpof promotionsrelatedtochanges
highpriorityforretailers.Most shopperdata.Thisisahigh inshoppers’lifesituations.
playershavechallengesin priorityatretailcompanies Withactiveusageofshopper
personalisationduetothelack runningloyaltyprogramssince data,customersshouldbeable
oftools,processesand itprovidesanopportunityto tobenefitfromrelevant
competences. standoutfromthecompetition. communications.
Yet,shopperdatacanbe Somesmallmicro-segments Also,theshoppercanbe
usedinmanydecision-making thathavebeeninefficient involvedintheretailoffering
situationsbothinternallyand targetsthroughthemassmedia developmentand
togetherwithpartners.Oneof oratstorelevelmaynow personalisation,as,forexample,
thebiggestbenefitsofloyalty becomeappealingandmaybe Amazonhasdoneforsome
22 May2009 www.dmi-news.com
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