Loyalty programs can seem like the ultimate win-win situation for marketers and customers. While marketers obtain more customer data to enhance offers and targeting, customers redeem rewards for being faithful patrons. Adding social and content to loyalty programs can up the ante by driving advocacy, engagement, and reach.
Fundamentally, people prefer to be treated personally. We like to be called by name at our favorite restaurant. A resort hotel’s excellence often is defined by the way it recalls the preferences of its repeat guests. How much better is it to return to that Starbucks barista who remembers how we take our coffee? But when businesses take that personal approach online, consumers often feel uneasy because they don’t understand the ways in which their data is being collected and used.
Matt Nitzberg will discuss the ultimate digital personalization strategy using case studies from across the digital spectrum including online advertising, social media and email. Join Matt for his session, "It's Digital, But Is It Personal?" on April 9th.
Thanks to social media, organizations can gather volumes of information about consumers. Social media listening has, by many measures, replaced focus groups and phone surveys. But those old-school approaches still have a role to play, according to marketers and industry observers.
When Tesco Plc last year launched its “Easy Home Bake” line of ready-to-bake cookies and cakes, the U.K.-based retailer wasn’t sure its customers would understand the concept of buying a pack of refrigerated dough that the consumer just has to cut and bake. “While it’s a familiar concept in the United States, there wasn’t anything else like it in the U.K.,” says Paul Duszynski, the retailer’s dairy customer manager.