The Walking Deal Zombies - The May 20 Customer Engagement Recap

By Brandon Carter | Updated on May 20, 2016 12:00:00 PM

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The news and Opinions affecting consumer engagement 

That You Need to Know

 

In this week's customer engagement recap:

Farm Bureau Member Benefits

    • Bargain-Hunting Frenzy Threatens Traditional Department Stores (New York Times)

Your initial thought may be something about Amazon. The online retailer plays a big role in this, but there's larger issues at play. Namely, an increasingly economically-pinched consumer base just isn't going to pay full price for (almost) anything. Not when they have options and retailers are willing to offer ongoing discounts. 

Let's go "inside baseball" for a moment. Our (Access) primary product is discount programs. Most commonly these are used as member benefits, employee perks, premium incentives, and so on. They generate everyday interactions and help people save money.

But, getting merchants on these programs is hard. Getting national brands and luxury brands to give you custom offers (not affiliate offers) is doubly difficult. UNLESS you can offer them the chance to customize their offer down to the individual. 

Serialization. One bar code or promo code per offer, per person. No posting to public deals sites, and quick integration into the merchant's POS system. Redbox, Gymboree, Men's Wearhouse and whole bunch of brands we can't mention publicly already joined our program since we added the feature.

So there, you just learned a bit about the discount program world and we saved you a click.

    • White House unveils overtime rules, raises cutoff to $47,476 (HR Dive)

Simple way around this: don't ask your employees to put in more than 40 hours a week. The further past that mark they go, the less productive they probably are. Plus, they'll appreciate seeing the daylight, their families, maybe a sporting event or a movie on occasion.

Sure, that's a gross oversimplification, but it's a start.

Let your customers be heard, whether that's through email, online chat, phone calls. The how isn't important. The why is. And the why here is more trust, engagement, satisfaction and a bunch of other really great stuff. Send "noreply" to the curb and see what happens.

  • Nordstrom’s Goal: Add Five Million Customers to Its Loyalty Program in Next 12 Months (Loyalty 360)

This will be a good case study for loyalty marketers to watch. What will a powerful brand like Nordstrom do to double their membership? Not many of us will have Nordstrom's budget, but we bet there's going to be some good learnings to be pulled from their efforts.

Their first move? Opening up the program to anyone, not just Nordstrom credit card holders. But, is spending $2,000 to get $20 in return valuable enough to actually drive spending among the casual shopper?

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Topics: Customer Engagement, consumer trends

Written by: Brandon Carter

Brandon is a writer and marketer for Access Development. He's a frequent blogger on customer and employee engagement & loyalty, consumer trends, and branding.

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