Drive multichannel loyalty programs with an impact

The onset of 4G networks, buzz around Internet Of Things (IOT) and penetration of digital media and application has come as a godsend for multichannel marketers. Reaching out to their target audience is now rapid and measurable. Smartphones & tablets have simplified shopping, making it a matter of a single click and responsive websites are the new norm.

Loyalty programs designed to aid brand recall and increase stickiness of the consumer are not as impactful as they should be. Exposure to multiple loyalty programs, coupled with short attention span, need for instant information & service and fatigue from competition doing the same things, have rendered loyalty programs less effective.

It is very crucial for a brand to create a first impression, a veritable ‘moment of truth’ that will lead to the consumer experiencing more of such ‘moments of truth’.

Foremost, association towards a brand comes from its quality of products and its service offerings. Then comes in the loyalty programs that would enhance your partner’s association with your brands. For loyalty programs to ensure brand re-call, multi-channel loyalty programs should follow:

  • Common & integrated message across all channels

A common message creates consistency, brand saliency and ensures clear communication to consumers. Different messages across different channels lead to confusion and drop in sales in the long run. In today’s instant environment, the long run can be a short one too.

  • Universal validity

Customer should be able to use their loyalty cards, store cards and gift vouchers through all channels. Redeeming points should not be an ‘impossible-to-achieve’ mission.

Besides, for each rupee spent, they should be able to apply for reward points through all your channels, be it a mobile application, call centre, web, email or SMS.

  • Consistent offers and pricing

Range of price should be consistent across all channels. A product sold at Rs. 100 in your store should not be sold at 60 Rs. next day on your website, unless your end goal is to drive your consumers to purchase online in the long run.

The consumer should be able to redeem points for a host of rewards, brand merchandise and product offers. Rewards should include an exhaustive range of products that are unique and contemporary.

  • Open line of communication

Provide updates pertaining to special orders, be it earning double points on a certain purchase or an opportunity to buy a premium product at an economy price.

  • Return & exchange policies

Support in exchanging or returning merchandise products purchased online or from stores through reward points should be a default. An effort to reach out to a consumer complaint in a responsive manner will enhance their belief and trust towards the brand and link them more closely to your brand’s value.

Multichannel loyalty programs with aforementioned attributes can improve your brand preference score to a new crest.

Write to anuj.wadhwa@mci-group.com for more info on creating and driving multichannel loyalty programs.

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Author: MCI India Live

MCI India is part of the MCI Group, the world’s leading provider of strategic engagement and activation solutions and a key driver of innovation in the international meetings, events, association and congress industries. With offices in Delhi, Mumbai, Hyderabad and Bengaluru, MCI India activates brands, enhances organizational performance, builds communities and drives business results through creative live experiences, digitization, content and communication services and strategic planning. Combining local knowledge with expertise from MCI’s 1,650 experts in 60 cities and 31 countries, MCI India helps local, regional and global companies and associations to unlock their potential and deliver real change. Find out more at www.mci-group.com.

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