The approach to building customer loyalty should be pretty simple. Many local merchants build loyalty with customers without fancy loyalty card, points programs or CRM systems. However, most large retailers spend so much time and money on loyalty schemes to attract and retain shoppers, and the programs aren’t wildly successful. In a recent post on Retail Customer Experience here, the author talks about how customer loyalty needs to start with the retailer demonstrating loyalty to the customer first before expecting the same from the customer. This is quite accurate. Think about all the times you’ve been in a retailer and can’t find a knowledgeable sales person, or you have difficulty returning merchandise. These are simple things from a customer perspective, but difficult aspects of retailing to get right. If all retailers abandoned loyalty programs and plowed the money and time into staff training and customer service, they’d have more customer loyalty than they could imagine.
Archive for December 2013
I’ve been very interested in the different types of devices consumers use to shop, browse, and engage with retailers. Ironically, some data shows mobile apps are preferred by consumers for better user experience that only an app can provide. However, other data show that users prefer mobile websites. I’m confused at the comparison. One comparison is on volume of visits/usage. The other is quality of user experience. The volume is on the mobile web it seems, but the user experience is better on apps. Why do consumers purchase more on mobile websites than on retailer mobile apps if the experience on apps is so much better? I’m not sure, but it doesn’t seem there is an explanation. Check out part of the debate that Mediapost covered.