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Using Data to Pump Up Your Loyalty Program

October 7, 2015
By Phil Davis

Customer-Loyalty-Program-DataAs B2C businesses double down to prepare bigger and better promotions and campaigns for the upcoming holiday season, it’s important to spread the love to loyalty programs, too. After all, loyalty programs have been shown to have an astounding 335% return on investment. And there’s no better time to amp up your loyalty than during the biggest shopping season of the year.

But what’s the key to a pumped-up loyalty program? It all starts with having a comprehensive data strategy to understand what motivates your customers most. In other words, it’s not just about collecting the right data, but leveraging the right data in the right ways.

Consumer Data and Personalized Offers

Consumers are inundated with offers nearly every minute of every day — especially during the holiday season. With so many communications hitting their inbox, how can you stand out? As a marketer, the only way to overcome this obstacle is to find out what interests your consumers, and offer it to them.

This is where browser behavior and purchase behavior come into play. By tracking the actions of your consumers, you can gain a wealth of insight that will allow you to target and personalize your offers. For example, you may ask yourself:

  • Does a particular loyalty program segment use coupons more than others?
  • Which types of coupons get better results?
  • When is the best time to send the coupon?

On the other hand, for members who don’t use coupons, what else can you offer to drive repeat purchases? Ultimately, your data will give you the answer.

Improving Loyalty Beyond Structured Programs

Strategies to encourage repeat holiday purchases don’t have to be confined to structured loyalty programs. Consumer data can shape remarketing and multi-channel campaigns as well.

For example, cart abandonment is common during the busy holiday season, and presents the perfect opportunity for optimization. Use your data to update and test cadence (for instance, how soon and how frequently you send out email reminders) as well as content (additional product recommendations, specialized offers, etc.) Even small improvements can add up.With multi-channel campaigns, consumer data can help get you in front of your consumers everywhere they are online. Use data to develop personalized ads on social media and other websites your holiday shoppers frequent, in conjunction with the personalized offers you include in your loyalty program emails. The idea is to keep your brand top of mind and your offers within easy reach at all times.

At the end of the day, the secret to pumping up consumer loyalty during the crazy holiday season lies with your ability to get creative with your data, without losing sight of what makes your brand special. Let your consistent brand voice shine through across every channel you leverage and every personalized offer you send, and your loyalty program will continue to succeed.

Interested in using your subscriber data to drive customer loyalty? Try Email Intelligence for free and get all the information you need to create powerful, personalized messages.

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