As online and offline retail intertwine, the ability to connect the two channels is becoming increasingly critical. 50% of customers we recently surveyed stated that they plan on interacting with brands both online and offline this holiday season, and as the holiday sales season is now underway, the retailers that succeed are going to be the ones that can bridge that gap effectively. Fortunately for retailers, customers are providing them a golden opportunity to do this through a preferred affinity for rewards and points.
Extole research also found that over one third of customers buy from a brand based on loyalty, despite seeing better prices or engaging with advertisements elsewhere. Brands that provide customers with a reason to re-engage, such as rewards earned in-store that can be easily redeemed online, generate loyal customers that spend more, purchase more often, and are more likely to refer their friends to the brand.
Extole research also found that over 1/3 of customers buy from a brand based on loyalty...
Convert from Anywhere
Loyalty and advocacy programs therefore offer retailers the opportunity to connect the digital and physical experience, allowing customer engagement and conversion opportunities to extend to the location of the customer’s choosing. This is extremely important since today’s customers shop on their own terms. Providing a great experience in one location just isn’t enough.
Give the Gift of Freedom
Bridging online and offline is incredibly important during the holiday season for two main reasons. The first is that a seamless, cross-channel experience makes shopping much more convenient, which is a major benefit for customers rushing to pick up gifts while preparing for the slew of upcoming holiday parties and family visits. The second is that people often aren’t buying for themselves, but rather for their friends and family. With so many items to buy that are going to be enjoyed by other people, customers are going to immediately go to the retailer that they know provides the best experience; the retailer that they’re the most loyal to. As many of us have learned the hard way - gift giving is often not the time to “get experimental.”
Creating a omnichannel experience shows customers they can engage with a brand wherever they choose, and that freedom is greatly appreciated. A cohesive brand experience delivers increased loyalty, more opportunities for customer engagement, and a better picture of customer spending habits through additional inflows of metrics. There’s literally no downside.