Loyalty Marketing

By Graeme Grant, president & COO, CQuotient

Technology and the proliferation of communications channels have significantly altered the way brands and retailers approach customer engagement. What was a “nice-to-have” strategy of coordinating messages across shopping channels only three years ago is now a “sink-or-swim” requirement for merchants. Consumers engage across every touch-point and demand that retailers have an omnichannel communication approach to complement their always-connected behaviors.

Walmart and the Walmart Foundation give away so much money it is hard to keep track of it all and this was certainly evident during the holiday season.

On Thursday, the company announced another round of grants totaling $200,000 to 10 nonprofits groups as part of its “12 Days of Giving” Facebook campaign. Those grants mark the culmination of an innovating corporate giving campaign that integrated social media and resulted in a total of $1.5 million being awarded to 145 organizations in all 50 states, Washington, D.C. and Puerto Rico.

Milford, Conn. -- Subway announced that it will launch NFC-based mobile payments nationwide on Oct. 1 with Softcard, the mobile commerce joint venture created by AT&T Mobility, T-Mobile USA, Inc. and Verizon Wireless. It is one of the largest deployments of mobile payment capability in the country, Subway said.

Hoffman Estates, Ill. -- Sears has added returns and exchanges to its In-Vehicle Pickup service. The new integrated retail service, powered by the chain’s Shop Your Way loyalty program mobile app, lets members pick up, return or exchange their purchases for free – guaranteed in five minutes or less – without ever leaving their vehicle.

New York – Department stores are increasingly using an omnichannel approach to meet the needs of consumers. According to the Digital IQ Index from digital intelligence provider L2, half of department stores offer shoppers a “click and collect” option, 68% allow in-store returns of online purchases, and 25% provide real-time store inventory.

Other notable findings include:

• Seventy-seven percent of department store brands offer a mobile app;

Cincinnati -- Macy’s Inc. is launching a large number of omnichannel strategies and technologies encompassing stores, online and mobile. In addition to supporting the new Apple Pay mobile payment system, the department store retailer’s new moves include piloting same-day delivery, testing new POS technology and customer service enhancements, and expanding its use of RFID to fashion categories.

Columbus, Ohio – DSW Inc. plans to open four new stores on Sept. 18. The new stores will be located at the Pinnacle Promenade in Rogers, Arkansas, Ingram Festival in Ingram, Texas, Waugh Chapel Town Center in Crofton, Maryland, and Evansville Pavilion in Evansville, Indiana.

Stores offer the DSW Rewards loyalty program, and customers can also participate in the Shoe Lovers program on Facebook, Twitter and Instagram.

Macy’s and Bloomingdale’s will be among the first retailers to support the new Apple Pay mobile payment system, which will be available beginning this fall on new iPhone 6 and iPhone 6 Plus mobile devices, as well as on the newly unveiled Apple Watch. It’s just part of the company’s expanding omnichannel strategy.