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Future of Retail — In-Store Technology
issue 06
“When people think of customer loyalty, their minds instantly jump to points-based reward programmes - but loyalty is so much more than that.”
in profit). That’s primarily what we do for our clients - help them to build a brand, through the delivery of a great customer experience, that people value and advocate.
WHAT ARE YOUR FUTURE PLANS IN LIGHT OF SOME OF THE BIG CHANGES IN THE RETAIL WORLD? The “Internet of Things” is a term that’s been floating around for a while now. But with voice assistants like Alexa starting to gain traction - alongside wearables, connected homes, smarter cars, all of these connected “things” - I really think it’s going to start impacting consumers on a much wider scale. And that will inevitably change their expectations of how they do business with all kinds of companies, including retailers. Already with the Amazon Echo, you can
order pizza, your usual Starbucks order, and of course, all kinds of Amazon products using just your voice. Retailers need to start thinking about how they use this channel effectively (but not invasively) to connect with customers. We’ve started playing around with Alexa integrations for loyalty programmemes, looking at how we can bring a real-time, personalised feel to the recommendations we push out.
WHAT ADVICE WOULD YOU GIVE TO RETAILERS WANTING TO IMPROVE THEIR CUSTOMER LOYALTY/CUSTOMER JOURNEY? When people think of customer loyalty, their minds instantly jump to points-based reward programmes - but loyalty is so much more than that. That’s not to say there isn’t a place for programmes, but when you’re thinking about your business’ loyalty strategy, you have to go much further. Loyalty is all about
the experience of doing business with your company. That’s why omnichannel is such a big focus
for us - every time a customer interacts with your brand, whether they’re buying something or not, they need to feel recognised, valued and cared for. The emotional experiences, more than price or product features or convenience, are what cause loyalty to develop and grow.
ABOUT HTK Since 1996, HTK has been helping businesses connect with their customers in a smarter and more personalised way, to grow profits and increase customer retention. It aims to help retailers break free from run-
of-the-mill loyalty programmemes, to build better customer relationships. Its Horizon Loyalty Hub is designed to increase retention, advocacy and sales, by delivering exceptional customer experiences at every touchpoint. With deep customer insight, advanced
personalisation and incredible flexibility, Horizon helps marketers understand, nurture and reward their best customers to grow profitable, emotional loyalty.
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