What drives consumers’ loyalty? December 2th, 2019
As a retailer, getting your customers to be loyal to your brand is the holy grail. However, in an increasingly mobile centric world that has fundamentally changed the way consumers shop, does the traditional points scheme still tick the boxes or is loyalty dead?
Consumers have a great desire and a need to move away from traditionalscheme structures, which offer rebates to customers after they have purchased goods or services.Successful future schemes need to focus more on how to add value for the customer at the front end. The key is to make shopping rewarding and not to reward the consumer for shopping. To make this possible, the majority of people, especially millennials and generation Z, seem quite willing to provide their data as long as they see something in return.
The Deloitte research states that the three biggest drivers of loyalty are value for money, trust, and quality but it also highlights that customer service, convenience, and shopping experience are all regarded as more important than the brand’s loyalty scheme.
If adding value and customer experience is one of the biggest drivers of loyalty, then there are many ways that data capture technology can play a role.
By arming store associates with handheld mobile computers or tablet devices, they can have instant access to product and pricing information, empowering them to provide that enhanced level of service to the customer which will likely result in repeat visits and increased transaction value.
There is also an increased demand from retailers for mobile payment solutions that will allow customers to purchase products at any location in store, via the same devices used for operations tasks such as price markdowns. Mobile computers can be paired with a mobile receipt printer, or an e-receipt can be sent to a customer’s nominated email address instantly via the device’s onboard WiFi, enhancing the shopper experience. Advancements are also being made to improve processes at the more traditional checkout, which of course now includes the self-service kiosks that are a prominent feature in the nation’s supermarkets.
So, is loyalty dead? The evidence is stacking up that securing customer loyalty needs to go beyond having a points-based scheme. The future schemes need to have the customer front and centre. The key takeaway for retailers is that the data collected via existing programmes is still undeniably valuable and provides a treasure trove of information that brands can and should leverage to add value to the consumer experience. The most important thing to keep in mind, is not just how this data is collected but what brands do with this data that holds the key to preserving the future of loyalty.
Technology, including Datalogic’s own point of sale barcode scanners and mobile computers are a vital enabler to not only capturing customer data but also providing enhanced levels of service and diverse experiences that will encourage customers to come back time and time again.
Samantha is BlueStar's Digital Media Specialist, and the primary contributing writer for VartechNation.
Previously, she has worked as a Public Relations Associate and a Social Media Manager.