Customer experiences drive brand loyalty and increase retention, customer satisfaction and ultimately sales. Omnichannel loyalty programs allow marketers to provide customers with more relevant experiences due to access to more customer data and to be successful these programs should focus on three key components: personalization, access across all channels, and customer recognition. A Walker study notes that by 2020 customer experience will be the leading brand differentiator for consumers.
Forrester research reveals that 59% of consumers’ shopping decisions are influenced by personalization. Consumers are willing to pay more and recommend a brand that provides a personalized service or experience. Consumers respond positively to techniques, such as targeted emails and messages based on their purchase history.
Ninety percent of customers expect consistent brand interactions across channels. Consumers want a brand to be where they are, recognize them, and know their purchase history and preferred means of engagement with the brand. Similarly, loyal customers expect to be recognized for every action taken with a brand no matter what, how, or where. Loyalty programs that make obtaining and redeeming points effortless and that reward customers for all types of interaction with the brand are what consumers are looking for. It is important to reach the customer with the right message and at the right time.
Experiential and one-of-a-kind rewards are an effective strategy for reinforcing a brand’s relationship with their customers and improving sales. Special recognition can even lead to new customer acquisitions. Games, sweepstakes and content experiences are also valued by consumers.