More than rewarding loyalty – a powerful integrated marketing platform
The challenges of acquiring and keeping loyal customers
- In today’s competitive environment you better have a value proposition to attract and retain customers, or somebody else will
- Loyalty programmes are growing worldwide as a means to reward customer loyalty in a tangible manner
- Acquiring and keeping loyal customers is the cornerstone of building a profitable, thriving business
- Loyalty is a symbiotic relationship between store and loyal customer, where both gain from it
- Choosing or staying with an existing store is an easy and enjoyable mental shortcut
- Loyalty is a strong emotion – purchase decision-making is 70% emotional and 30% rational
- Loyalty programmes either have a points-earned or instant gratification in the form of CashBack
- Retailers assume a loyalty programme will ‘cost’ them money while providing very uncertain returns
- Program status data must be accurate and easily accessible to establish and build consumer trust
The solution
- Arch Loyalty benefits to Customer:
- Price discounts, special deals and participation in competitions
- No card/membership joining fee
- Instant gratification (CashBack at POS) – on basket size, combo or product(s)
- CashBack earned can be tendered at POS
- Rands awarded and balance are displayed on till slips
- Bank-your-change – have your coins added to balance on card
- Gift cards – can be loaded on loyalty card or dedicated card
- Balance enquiry in-store (self-service kiosk) or on-line
- Arch Loyalty benefits to Retailer:
- Combats competitors’ offers
- Customer rewards are respent in the store
- Obtains customer data for target marketing (product preferences and buying behaviours)
- Direct marketing channel, via sms – 90% of sms’ read within 3 minutes
- Increased basket sizes – loyalty members spend on average more than double
- Allows for growth in turnover, without sacrificing profitability
- Facilitates effective campaigns, with measurable returns
- Presents an integrated competition platform – internal or supplier backed
- Different rewards percentages can be applied to different products
- Differentiated rewards percentages to members (e.g. pensioners)
- Involve suppliers in campaigns (carrying part of costs and offering product level rewards)
- An array of powerful management reports to measure system performance
