How much is too much?
The mobile internet is often thought of in marketing as the enabler for next generation loyalty. That is probably the right idea but how much of a good thing is too much?
Mobile Commerce has some thoughts on that question:
retailers-misplace-emphasis-on-loyalty
Here is a snippet from the article:
Retailers that heavily invest in loyalty and neglect to create compelling mobile and online shopping features are missing the mark meeting in-store shoppers’ needs, according to a new report from Acquity Group.
Here is the study referenced in that article:
In Store Loyalty
Here is a short part of that write-up:
“The rise of omnichannel commerce has driven retailers to invest in strategies that engage consumers across channels,” added Knicker. “Our study demonstrates the importance of appealing to consumers’ specific preferences when targeting them across platforms. It also confirms that consumers’ preferences change both with age and as technology and design capabilities advance. Loyalty programs, once regarded as important to gaining and retaining customers, have been shown to be the least important when up against the time-honored factors of price, convenience, product availability and customer service, all of which can be delivered through a seamless omnichannel experience. It is clear brands that don’t align their experiences with evolving consumer expectations will miss out on revenue opportunities.”
Happy reading,
J.W. Gant
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