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If the retailer knows that the customer just bought fish, why not tell them the wine that goes perfectly with it?
Jon Cano–Lopez, Managing Director of Data Intelligence at Communisis
“Retailers now recognise the need to
reward customers for choosing them, and customers themselves are more aware of their value to retailers. Loyalty programmes demonstrate retailers’ appreciation to customers, and a loyalty programme offered over multiple channels shows that retailers place customer choice at the heart of their offering.” says Lindsey Ulanowsky, general manager at retail loyalty specialist Ikano. Ikano were recently asked to update
Monsoon’s loyalty scheme. Monsoon wanted a scheme that was current and innovative but also one that didn’t alienate their thousands of loyal customers. The system was to be a reward scheme with customers receiving reward points every time they shop. These points could then be spent on future purchases, either in store or online. Ikano’s solution to this problem was a smart phone app that customers could join free of charge and earn points as they spend. Through this app the customer can view their recent transactions, have instant access to their points balance and even find their nearest store. Exclusive offers and rewards are available through the app giving Monsoon the perfect
platform to direct their promotions and offers to their loyal customer base. It also gives Monsoon the chance to make these loyal customers feel appreciated as they can communicate directly with exclusive offers and news via the app.
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customer to purchase more items while in store, retailers have a whole host of new technologies to get to grips with. Jon Cano–Lopez talks about smart
phone loyalty systems “There is the possibility to upsell based on what the
Retailers have the opportunity to send consumers a message when they are near a store.
The scheme was first trialled in 11 stores
in one selected region, before being rolled out nationwide to all Monsoon stores in the UK and Eire. As well as retaining Monsoon’s valued customers the new scheme also increased customer engagement with the brand. Monsoon saw customers within the scheme’s transactions increase and they were able to better understand customer behaviour. Monsoon also saw the number of new customers joining the scheme increase. Jon Cano–Lopez, Managing director of
Data Intelligence at Communisis believes that the future of loyalty schemes is smart phones. With the opportunity to speak directly to consumers and even tempt the
customer has just bought, advertising to them via their smart phone or an instore fixture. For example, if the retailer knows that the customer just bought fish, why not tell them the wine that goes perfectly with it? That technology is already available for supermarkets to take advantage of, so this is likely to be the future direction of loyalty schemes.” Due to the GPS technology within smart
phones retailers even have the opportunity to send consumers a message when they are near a store. However they must be careful that this does not end up alienating customers by being too invasive. The down side of these new developments is the hurdle of getting
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