Post by account_disabled on Dec 28, 2023 8:55:15 GMT 5
Loyalty, one of the most coveted goals for all types of brands and businesses, has changed a lot in recent years. Added to the new perspectives in the way of understanding brand-consumer relationships is growing competition and a change in the commercial scenario caused by the pandemic , which has caused constant migratory movements of consumers through the wide range of offers. These and other ideas appear in a recent study prepared by Corporate Education of ESIC together with Inloyalty and with the collaboration of Kantar , dedicated to the analysis of the main loyalty strategies, uses and solutions in the current panorama. Data and innovation, the keys According to the study, 8 out of 10 managers who are experts in loyalty consider that this strategy, currently, is based on generating “lovers” of the brand .
Among the causes of this change are technological evolution, apps and the diversification of communication channels. In this last aspect, it is worth highlighting the growing Phone Number List importance of social networks , which already constitute the main element to achieve loyalty for 89% of those surveyed. On the other hand, the study states that for 85%, companies that have greater data analysis capacity will have a greater chance of building loyalty. This reflects the importance of technology and Big Data tools to get closer to the target. Specifically, for 81%, Big Data is essential “because it allows segmenting, personalizing and anticipating customer needs; while facilitating technologies such as geolocation, mobile payment or instant messages make it possible to simplify processes with brands.
A reluctant 50% of experts continue to point out traditional marketing actions (especially promotions and discounts) as the most used, lagging behind in the implementation of new strategies such as the creation of communities or social actions. What actions are on the minds of experts? When choosing tools to facilitate loyalty, 47% opt for personalization of actions. 42% point out the prediction of consumer needs and 38%, the agility and ease of purchasing mechanisms . Other strategies that are gaining ground are omnichannel, neuroscience or segmentation, although they are still at the bottom of the list. Also worth highlighting is the inclusion of innovation formulas and premium advantages or services in products and services to enhance the relationship with the customer. At the other extreme, branded content or real-time response are mentioned .
Among the causes of this change are technological evolution, apps and the diversification of communication channels. In this last aspect, it is worth highlighting the growing Phone Number List importance of social networks , which already constitute the main element to achieve loyalty for 89% of those surveyed. On the other hand, the study states that for 85%, companies that have greater data analysis capacity will have a greater chance of building loyalty. This reflects the importance of technology and Big Data tools to get closer to the target. Specifically, for 81%, Big Data is essential “because it allows segmenting, personalizing and anticipating customer needs; while facilitating technologies such as geolocation, mobile payment or instant messages make it possible to simplify processes with brands.
A reluctant 50% of experts continue to point out traditional marketing actions (especially promotions and discounts) as the most used, lagging behind in the implementation of new strategies such as the creation of communities or social actions. What actions are on the minds of experts? When choosing tools to facilitate loyalty, 47% opt for personalization of actions. 42% point out the prediction of consumer needs and 38%, the agility and ease of purchasing mechanisms . Other strategies that are gaining ground are omnichannel, neuroscience or segmentation, although they are still at the bottom of the list. Also worth highlighting is the inclusion of innovation formulas and premium advantages or services in products and services to enhance the relationship with the customer. At the other extreme, branded content or real-time response are mentioned .