Loyalty Marketing

The device that allows Amazon shoppers to re-order their favorite items with a single click of their finger has a virtual alter-ego.   The Dash Button is now an icon available on Amazon’s homepage and the retailer’s app homescreen, according to ReCode.  

In its latest move to stay afloat, Sears is scrapping its associate discount program in favor of a new concept.    Sears’ employee discount program, which gave employees money off purchases at checkout, is transitioning to a service that will reward asso-ciates with points through the chain’s Shop Your Way loyalty program. The change, which will impact all active Sears Holdings associates, spouses and eligible dependents, is set to launch on Sunday, Jan. 29.  

Nordstrom is giving shoppers a new way to earn loyalty points.   As of Friday, Jan. 20, Nordstrom Rewards members will earn points toward Nordstrom Notes when they use their Nordstrom credit and debit cards at the chain’s Trunk Club division, a personalized styling service for men and women, offering both virtual and in-person shopping options.   Additionally, Trunk Club will waive its $25 home try-on fee when shoppers order curated trunks of clothing using their Nordstrom card. 

Retailers’ mobile engagement initiatives are headed in the right direction, but shoppers are still dissatisfied.   According to DMI’s second annual “Mobile In-Store Experience Rankings” report, which assessed mobile experiences among 120 retailers, in-store mobility influences where 74% of the general population and 88% of “mobile reliants” shop.   

While the path-to-purchase often starts online, a majority of interactions with a brand's website do not end in conversion.   In fact, 92% of consumers’ initial visit to a brand's website doesn’t lead to a sale, according to “Reimaging Commerce,” a study from Episerver. The study tapped more than 1,100 consumers to learn the importance of relevant and engaging content throughout the purchase journey.  

Personalization is at the core of Buckle’s success.    However, engaging customers differently requires a deep understanding of each shopper, and leveraging specific details to foster long-term relationships. Buckle is improving its personalization efforts through a new cloud-based solution designed to create the high-touch, individualized shopping experiences the chain has built its brand on.  

In their e-commerce operations, retailers have long had access to limitless data about customers and transactions. They’ve become adept at using this information to deliver personalized communications and targeted campaigns to customers as they shop online.    Unfortunately, the same could not be said for in-store shopping. Retailers have had no way of knowing what customers were doing in their stores from the time they entered the front door until they checked out at the POS system.  

When did washing dishes become more attractive than shopping?   In-store shopping has lost its allure for many shoppers, who are increasingly frustrated with brick-and-mortar stores that lack the convenience of online players, according to a new global report from Capgemini’s Digital Transformation Institute.