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Blog
The grocer’s philosophy when it comes to building loyalty is to encourage one more shopping trip or one more product purchase. Retailers and grocers use loyalty programmes to collect data from previous purchases, which is used to personalise offers for relevant products and drive footfall back to store. Whilst this technique has its successes, it’s difficult relying on the past to predict the future. It’s important to evolve beyond predicting, and actually engage with consumers, offering something truly compelling to change shopper behaviour. The best way to encourage engagement is through the smartphone. Thanks to increasingly sophisticated search engines, we can easily search for any product and instantly receive directions to the nearest store. However, once inside the store entrance, all mobile enablement ends and the consumer must either hunt for their product themselves or ask a customer advisor for help. Continue reading Tim’s article in The Grocer here, where he anticipates future scenarios of voice technology and smartphone enablement entering the food and beverage markets, allowing retailers to engage with customer’s movements, rather than simply predict them.
In this webinar, Jonathan Reeve, General Manager at Eagle Eye and Adam Schaffer, Co-Founder and Managing Partner at Ellipsis will share insights on how loyalty programs can capitalise on the retail media opportunity to generate new revenues, and optimise Return on Loyalty.
Tune in to hear hosts Vanessa Horwell and Tim Mason, author of Omnichannel Retail, How to Build Winning Stores in a Digital World and CEO of Eagle Eye, discuss how digital has disrupted retailers’ traditional marketing and promotion models, some of the challenges they face and what investments are needed to win the digital marketing race.
The latest episode of The Omnichallenge explores the relevancy of traditional loyalty programs — are they still effective after 25 years, and what are the drivers of emotional vs. transactional loyalty?