The News, Views, Insights, and Opinions affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- How Loyalty Programs Will Shape Mobile Payments
- The Awesome, Lesser-Known Benefits of Offering Discounts
- Why a Loyalty Program Is Your Most Valuable Marketing Investment
- Will Whole Foods Market's New Loyalty Program Make a Difference?
- The 5 Whys: Getting to the Root of the Matter
How Loyalty Programs Will Shape Mobile Payments (American Banker)
Maybe we should start a weekly feature. Let's call it "Articles in which mobile payment gurus talk about how useful it would be if mobile wallets included something other than just payments." Eventually, someone will actually integrate some meaningful digital engagement options into the mobile payment environment.
In the meantime, we can all keep talking about it.
The Awesome, Lesser-Known Benefits of Offering Discounts (The Access Loyalty Blog)
(Speaking of things that would be useful to integrate into mobile payments!) Coupons and discounting take a lot of flack from retail pundits, and for good reason - many coupon marketing campaigns are created with no real end goal or true target audience in mind. But, stir a little strategy into the mix and discounting can do so, so much for a business. Like the stuff we outline in this article.
Why a Loyalty Program Is Your Most Valuable Marketing Investment (Maritz)
(Hey, loyalty programs are another thing that would be useful in a mobile wallet environment! AND they're often undervalued by retail pundits! SYNERGY.) The always-reliable Barry Kirk outlines the benefits of loyalty programs, but adds what so many overlook: you gotta build a good program that drives some sort of usage and engagement. Otherwise, you're probably wasting your time.
Will Whole Foods Market's New Loyalty Program Make a Difference? (The Motley Fool)
We covered Whole Foods' loyalty foray waaay back in 2014, when it was just being tested in a few stores. Like Chipotle, Walgreens, and others, it'll be fun to observe how a major, established brand builds and (maybe) differentiates its loyalty efforts. One thing's for certain, with the planned 365 stores, a mobile app overhaul, and this planned loyalty rollout, no one can accuse Whole Foods of sitting idly while Trader Joes and others raid the pantry.
The 5 Whys: Getting to the Root of the Matter (CX Journey)
This is an important aspect missing from a lot of customer engagement efforts - why? Drilling down into motivations is how you create real value and drive innovation around your business.
Why do customers do business with you? So they can ______.
Why do they need to ________? Because they _______.
And so on. Eventually, you get down to a root motivation or problem to be solved. From there, you can build wonderful new things and have deep engagement that isn't possible by simply staying on the surface and selling more stuff to people.