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volume 9 • fall 2016
We identify the middle ground between transaction and full-blown loyalty (i.e., Starbucks) for our cus- tomers and their consumers. I like to call that middle ground “transactional loyalty.” Retailers should focus on driving multiple visits that result in a meaningful reward and increase those visits with smart o ers that are delivered strategically. Many retailers and manufacturers want to drive incremental behavior over time, but it may not be realistic for customers to engage with a complex portal or receive three emails a day. For example, I know our average customer buys every 45 days, so we pitch them
at 30 days with a compelling o er. Smart, high- value rewards combined with urgency can in uence ongoing behavior in a more relevant and meaning- ful way. We accomplish this by o ering our clients
a mix of the right solutions: trackable rebates, redemption o ers, loyalty platforms and rewards.
—David White,
vice president, sales, consumer, utility and channel, Blackhawk Engagement Solutions
nesses also are more equipped to respond and most have gobs of data and insights on key customer seg- ments and on each individual buyer. The brands that know what to do with all that information will most certainly win.
Traditional loyalty programs were good at incentiviz- ing purchase, but not at impacting long-term behavior. That’s where Arroweye gets involved. To actually drive loyalty, we help our partners make their programs both timely and personal by delivering individual o ers that respond to real-time shopping and purchase behavior, and we can put them in consumers’ hands in a matter of days.
—Render Dahiya
CEO, Arroweye Solutions Inc.
Render Dahiya
Through personal- ization. Gartner predicts that, by 2018, organizations that excel in person- alization will outsell companies that don’t by 20 percent. Con- sumers interact with brands di erently than they did even
a few years ago— including how they research, interact with, and purchase products and ser- vices. Everything is both personal and public. Busi-
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