Loyalty Marketing

With many traditional brick-and-mortar retailers struggling in the new era of retail, online-first retailers such as Warby Parker and even Amazon have become increasingly invested in getting into the physical store game.  

Dunkin’ Brands is giving mobile customers another way to fulfill their caffeine fix.    In a bid to add more convenience to their “Order on the Go” service, the quick service giant is adding curbside delivery to its menu of order fulfillment options. Once customers place their order via their mobile app, they can pick up their order in-store, at drive-thru, or pull into a dedicated parking spot where an associate will deliver it to their car.  

Parents may be using mobile to look for deals this back-to-school season, but most purchases are happening in-store.   Sixty-eight percent (68%) of shoppers will make their back-to-school purchases in-store vs. 32% who would prefer to shop only online, according to the “2017 Back-to-School Sales Report,” from ChargeItSpot.  

Chipotle Mexican Grill is making a move to retain existing customers and attract new ones.    The fast-casual chain is partnering with Deloitte Digital to transform its mobile customer experience. The creative digital consultancy within Deloitte Consulting LLP, will redesign Chipotle's iOS and Android ordering apps, a move that will improve digital ordering and enhance the customer experience. The new apps will launch in the fall, with additional channels following by the end of the year.  

Alibaba Group’s e-commerce business’ profit increase contributed to a blockbuster quarter for China’s top online player.   For the period ended June 30, China’s largest online retailer reported total revenue of 50.1 billion RMB ($7.1 billion U.S.), an increase of 56% year-over-year. This beat analysts' estimates of 47.7 billion RMB, according to Thomson Reuters. Net income was 14 billion RMB $2 billion U.S.).  

A social media giant and an online retail giant are the most loved brands in the world.    Facebook took the top spot, followed by Amazon, in NetBase's third annual "Top 100 Global Brand Love List." Rounding out the top five were eBay, Apple, and Snap.   

The retail landscape today looks different than it did just a few years ago. Brick-and-mortar retail is becoming more diverse. Brands are embracing different operational models and integrating more closely with online and mobile channels. Retailers like Bonobos, Warby Parker and Restoration Hardware are using physical locations purely as showrooms, a new trend that appears to be gaining significant traction.  

When it comes to being loyal to a retailer or brand, the majority of U.S. consumers are swayed by their pocketbooks.    Nine out of 10 (92%) loyal customers rank price and value as the top factor in driving loyalty to specific retailers, followed by product/quality (79%) and variety/selection (71%), according to the International Council of Shopping Centers’ survey on brand loyalty.