The News, Views, Insights, and Opinions affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- US: Walmart buys Jet.com
- How This Leftover Sandwich Can Improve Your Customer Retention
- With Customer Engagement Slowing Down, Where Does Mobile Pay Go From Here?
- Why a Loyalty Program With Billions in Cash Isn’t As Cool As it Sounds
- How Consumers Actually Use Loyalty Programs
US: Walmart buys Jet.com (The Wise Marketer)
It makes sense that Walmart would make a stronger push into ecommerce. But $3 billion for largely unproven Jet? Everyone's playing catch-up to Amazon, but if there's anyone that can assemble enough attention spans to mount a respectable attack, it's Walmart. So credit to them for making a play. But on the other hand, how many of their shoppers are among the 54 million Prime members?
How This Leftover Sandwich Can Improve Your Customer Retention (The Access Loyalty Blog)
Did we really write an article about a gooey leftover sandwich? You bet your bacon we did. And here's why: at some point your customers or members are going to find themselves faced with a rhetorical "leftover sandwich," and you can give them the chance to have an optimal experience...or you can let them have a soggy heap of bread and meat.
Plus, that article outlines the best way to reheat a leftover sandwich. Value!
With Customer Engagement Slowing Down, Where Does Mobile Pay Go From Here? (Loyalty360)
Beating a dead horse is a horrific metaphor when you think about it, but it's probably accurate when discussing mobile wallets. We first posted about it six years ago, saying people need more than just another way to pay. Loyalty programs, mobile coupons, personalized experiences are all needed if the Average Joe is ever going to start using his phone to pay on a regular basis.
And yet here we are, exhausted from working over the poor dead horse.
Why a Loyalty Program With Billions in Cash Isn’t As Cool As it Sounds (Extole)
As this article from Extole posits, a loyalty program's value shouldn't be in unredeemed points and miles. As we've said a few times, programs that don't entice frequent interaction and engagement aren't really loyalty programs. Breakage is bad, y'all.
How Consumers Actually Use Loyalty Programs (Thanx)
See the keyword there? USE. Loyalty programs aren't going to do anything if people don't use it. It doesn't have to be perfect or set a new industry-standard. It just needs to drive engagement and provide people some value. The good news is it's a fairly low bar - people sign up for ridiculous amounts of programs, but very few of those actually drive interaction.