Progressive Grocer speaks to retailers with hands-on experience in running and developing loyalty programs to find out about the ways of making them into a powerful platform for meaningful engagement with customers and winning their trust in the brand.
Shibani P Shourie, Retail Consultant: Customer engagement is the key to running a successful loyalty program. Of all the loyalty programs that I have run or been a part of, the most important thing I have focused on is to develop a better understanding of the consumer. It is important to understand the customer’s shopping behavior and what they expect from the brand. Th e way to do it is through the various formal and informal insights and detailed analyses, which a retailer gets from the data available. Based on the analyses and data, a retailer can craft well thought out strategies and tactical plans. As there are different segments of customers, each one has to be engaged differently. Loyalty programs are designed to convert shoppers into advocates of the brand. A successful loyalty program is one that builds customers’ faith and belief in the brand, and retailers should aim to create such loyalty programs.
This story is from the July 2017 edition of Progressive Grocer.
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This story is from the July 2017 edition of Progressive Grocer.
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