Loyalty Marketing

Apple wants to give its shoppers more reasons to visit its stores than to make a purchase or visit the Genius Bar.  

Regardless of how volatile the retail landscape is, brands must remain focused on driving customer engagement — especially if they want to survive.   This point was driven home during Manhattan Associates’ Momentum conference, held in Las Vegas, May 8-11. During the event, industry observers discussed how the future of retail will center around the customer — and delivering a seamless, personal experience moving forward.   

Consumers are excited by the prospect of retailers taking their loyalty programs digital — if they can keep programs simple.   In fact, a majority of shoppers would prefer if retailers would create digital rewards programs. Not only do 71% of shoppers want the option of managing their loyalty programs on mobile phones, 70% said they would use a mobile version of their loyalty cards if they didn’t have to sign into a website or download an app.  

Two specialty retailers are hoping to get more customers on board with e-gifting.    Lily Pulitzer and Vera Bradley have joined Loop Commerce’s e-gifting service and platform, GiftNow.   

American Express cardholders are now only a voice-command away from browsing their account or paying their bill.   The credit card company is expanding its partnership with Amazon by launching its new Amex skill for Amazon Alexa. The skill brings select experiences of AmericanExpress.com and AmEx’s mobile app to Amazon’s voice service Alexa, within devices like Amazon Echo and Echo Dot.  

More than any generation before it, Gen Z has high expectations related to customer service and engagement across emerging channels.   That’s according to a new report by American Express, “Raising the Bar: How Gen Z Expectations Are Reshaping Brand Experiences.” The study, conducted by Forrester Research, surveyed 1,027 North American Gen Y (ages 23 to 37) and Gen Z consumers (ages 16 to 22).   

Nordstrom beat the Street on earnings in its first quarter amid strong sales in its off-price division.     Nordstrom said it earned $63 million in the first quarter, compared with $46 million, in the year-ago period. The company earned an adjusted $0.43 a share, beating the $0.27 that analysts were expecting.   Total company net sales increased 2.7% to $3.3 billion. Same-store sales fell 0.8%, worse than expected.  Online sales accounted for 24% of total net sales.  

Vitamin Shoppe missed profit expectations for its first quarter, amid challenges with its Nutri-Force contact manufacturing division.    Vitamin Shoppe posted net income of $8.0 million for the quarter ended April 1, compared to $14.8 million in the same period last year.  Reported fully diluted earnings per share were $0.35 in first quarter 2017, compared to $0.59 in first quarter 2016.