Christian Retailing

NEWSLETTERS Current Issue Report: New customer loyalty programs build competitive advantage
Report: New customer loyalty programs build competitive advantage PDF Print E-mail
Written by Christine D. Johnson   
Wednesday, 02 April 2014 02:22 PM EDT

Aimia-webLoyalty management leader Aimia recently released Rewarding Interactions: Are You Ready for Customer Intimacy?. The global report highlights the importance of connecting with customers beyond the transactional level—and planning for interactions before and after the purchase activity.

“Real loyalty isn't created at the close of the sale,” said Rick Ferguson, vice president, knowledge development for Aimia. “It's created when the brand and the customer become intimate through multiple interactions before, during and after the purchase. Companies that strategically use those interactions to learn more about their customers will build greater loyalty, create new revenue streams and develop lifelong customers.”

Loyalty programs that reward customers for behaviors and attitude build deep customer advocacy—and a sustainable competitive advantage.

The report also showed that when customer interactions are executed effectively, the intimacy and trust built through those interactions are catalysts for customers to become brand ambassadors, promoting the brand to their networks, including social media. Companies that value interactions develop ways to reward and recognize loyal customers beyond points, cash and discounts. For example, social currency—online recognition and status—is a way for customers to gain social standing among peers and social groups.

The report cites four reasons to collect interaction as well as transaction data: to create new revenue streams; to drive incremental revenue from the loyalty base; to leverage and validate investments in new communication channels—where, when and how the consumer wants to be reached, including social media and mobile; and to lower the cost to serve, while increasing value. 

Click here to view the entire report.

 

In this current issue:

ECPA to honor IVP's Bob Fryling

News image

The Evangelical Christian Publishers Association will honor Bob Fryling with...

READ MORE

Vote for the best products of 2015

News image

Christian Retailing invites Christian retailers, publishers and all who work...

READ MORE

NRF: Significant spending boost expected this Easter

News image

Americans anticipate spending more than ever on Easter this year....

READ MORE

B&H Kids' Bibleman gets reboot

News image

B&H Kids is promoting the fall release of Bibleman: The...

READ MORE

Harvest House Publishers celebrates coloring book success

News image

Harvest House Publishers announced Friday that its new coloring book...

READ MORE

‘Living Forward’ hits best-seller lists

News image

Living Forward by Michael Hyatt and Daniel Harkavy has achieved wide...

READ MORE

‘Outreach’ honors IVP titles

News image

Outreach magazine honored six IVP titles as part of the...

READ MORE

Study: Digital payments see 20 percent boost globally

News image

A new study from Juniper Research has found the annual...

READ MORE

‘Miracles From Heaven’ debuts in box office top 3

News image

Miracles From Heaven debuted in theaters to strong reviews and...

READ MORE

Oasis, Tyndale partner on ‘Africa Study Bible’

News image

Major Christian organizations, led by Oasis International, are joining together...

READ MORE

Worthy, Genesis Marketing Group partner

News image

Worthy Publishing announced Tuesday that it has partnered with Genesis...

READ MORE

Bookmasters, Paraclete Press sign fulfillment agreement

News image

Bookmasters has signed an agreement with Paraclete Press to provide...

READ MORE
100%
-
+
0
Show options

Most Popular Articles


a