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:

NFL quarterback RGIII’s move draws attention to NOTW tee

News image

Washington Redskins’ quarterback Robert Griffin III (RGIII) followed National Football...

READ MORE

Bookstore sales drop in July

News image

July bookstore sales were down to $707 million from July...

READ MORE

1Eighty Apparel launches Christ-in-Christmas campaign to help needy

News image

Atlanta-based Pipeline Social Media Solutions has formed a partnership with...

READ MORE

GMA to honor Hillsong with Lifetime Achievement Award

News image

The Gospel Music Association (GMA) annually presents special awards to...

READ MORE

Logos changes company name to Faithlife

News image

Logos Bible Software, the maker of the world’s leading Bible...

READ MORE

‘New York Times’ adds two faith-focused best-seller lists

News image

The New York Times Book Review recently announced changes to...

READ MORE

IVP to publish ‘one of the most important Christian artists of our day’

News image

InterVarsity Press (IVP) has announced the acquisition of three books...

READ MORE

WaterBrook Press to publish upcoming Rifqa Bary memoir

News image

Muslim-turned-Christian Rifqa Bary takes readers beyond the headlines of her...

READ MORE

U.S. retail sales pick up slightly in August

News image

Commerce Department figures announced Friday showed a 0.6% increase for...

READ MORE

‘Harbinger’ follow-up hits ‘New York Times’ list

News image

Jonathan Cahn’s The Mystery of the Shemitah (FrontLine) has charted simultaneously...

READ MORE

HCSB translation joins Blue Letter Bible site

News image

The full text of the Holman Christian Standard Bible (HCSB)...

READ MORE

Southern gospel event aims for record attendance

News image

Preparations are under way for the National Quartet Convention to...

READ MORE
100%
-
+
0
Show options

a