Optimizing Rewards Strategy For Omnichannel

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According to an ecommerce study  among 3000 customers, Omnichannel retail is defining all stages of the buyer journey. The key findings of the study indicate:

Consumers are loyal to a brand that offers them a preferred way of fulfillment. Building your rewards strategy with offers for different shipping and fulfillment options can help brands retain and acquire customers. Walgreens has designed offers such as free in-store pick up within an hour to boost loyalty. One in Ten consumers also expect to pick up their purchases within an hour. Rewarding customers for different shipping and fulfillment options can bring newer customers. If your brand delivers or ships direct to customers, you can offer freebies such as Annual shipping waiver above a certain order size.

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Consumers also look forward to flexible payment options, in addition to in-store pick up.Building a rewards strategy that gives customers options to pay on flexible terms as well as in-store pick up will help build a loyal customer base. Customizing your rewards for Order ahead and pay later or Reserve and Pick Up in-store will help retailers capture the interest of consumers who like to shop with the reassurance of easy repayments and in-store pick up.
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Though as high as 33 percent consumers buy from retailers that offer in-store pick up, they like to buy online and have goods shipped to their address, making it important for retailers to build in shipping costs in the order value. Aeropastle offers coupons for free shipping on an Order Value of more than USD 100.

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As most consumers research online, prior to any purchase, promoting rewards for options such as mobile app, can boost online discovery. Create offers that audiences are likely to respond to such as accelerated reward points on sign-up or purchases made for a limited time.

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Existing rewards programs can be customized for promoting a certain shopping behavior for Omnichannel retail. Amazon offers Free 30 Day trial for Amazon Prime members with 2 day Free shipping on over 20 Million Items and access to Prime Video.

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Little Caesar’s Launches #LCNation Sweepstakes

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LCCLittle Caesar’s launched a sweepstakes Fan Photo Contest offering Free Hot-N-Ready Pizza for a year as a winning prize for the contest #LCNation. The contest has been launched on Facebook, Twitter and Instagram with posts that invite audiences to  follow the social media account for the brand on Twitter and Instagram and share their best Little Caesar’s pizza pics with #LCNation and #Sweepstakes, with a chance to win Free Hot-N-Ready Pizza for a year. The social networks preferred by US Teens according to Piper Jaffray survey, place Instagram as the most important network based on a survey of 9400 teens above the age of 16 years.

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Little Caesar’s has earlier launched a Nationwide sale, celebrating its best pizza ever, Detroit-Style DEEP!DEEP! Dish pizza, starting November 2 through November 15, 2015,  for  USD 6 in place of regular price of USD 8. Little Caesars Pizza, known for its HOT-N-READY pizza and famed Crazy Bread, is the largest carryout-only pizza chain in the world with locations in all 50 states and 18 countries and territories worldwide. Little Caesar’s is known for  quality ingredients, such as fresh, never frozen, mozzarella and Muenster cheese, dough made fresh daily in every store and sauce made from farm fresh crushed tomatoes. Little Caesar’s Hot-N-Ready large pizzas are now available for USD 5.

 

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User Generated Content For Gamification and Loyalty

Gamification is the new Loyalty game changer for brands with engagement rates higher than usual for brands that offer rewards for customers. Little Caesar’s has effectively used UGC for Gamification with a prize making audiences more loyal to the brand.

McDonald’s has earlier launched McDonald’s Game Time Gold Sweepstakes giving out,a grand prize for USD 500,000 every week, with winners announced on social media channels, based on codes, with no purchase necessary. Starbucks for Life gave five winning entries Free Starbucks For Life for contest that run from December 8, 2015, through January 11, 2016, with codes that they received on Starbucks purchases. For audiences who do not make it to the free Starbucks for Life win,  25 people won one year’s worth of free Starbucks, 125 won a month’s worth of joe, and 500 won a week’s worth.

Taco Bell launched Explore that rewards consumers for their behavior which is automatically detected with the app rewarding audiences for behavior such as mobile ordering or social media engagement.“As a brand, we wanted to create a unique experience that truly rewarded our fans for living their life and sharing online,” Taco Bell spokesperson representative Matt Prince told Loyalty360. “Rather than requiring consumers to just purchase menu items or interact with the brand to gain rewards, we’re connecting in a more personal way and tapping into an existing social habit to elevate what it means to ‘Live Mas.’”

A similar rewards program offered by Pepsi Pass rewards audiences  allowing consumers to earn points  by simply hanging out with their friends who also have the app, for a chance at hourly ticket prize-wins, or access a universe of prizes ranging from trips to  top music festivals and concerts and dining credit with a range of Pepsi partner restaurants.

Little Caesar’s use of photo contest banks on existing consumer behavior of sharing photos, linked to a prize.

User Generated Content For Content Discovery 

UGCUGC is known to inspire trust in brands and trust in Reviews and recommendations varies for different categories, with 69 percent Trusting reviews and recommendations in restaurant category  . For brands that link User Generated Content with Rewards are likely to inspire trust and loyalty from the audience.

Creating different iterations of UGC Contest linked to sweepstakes can engage different audience segments for your brand. Using UGC as a tactic for your Contests can strengthen the emotional bond for your brand with your audiences. A contest design preferred by audience segment helps audiences discover your brand content.

 

 

User Generated Content For Conversion

UGC increases CTR for your campaign by 5X when visual UGC is leveraged in ads, and increases conversions by 10 percent, according to statistics shared by OfferPop.

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Visual UGC Increases Engagement

OfferPop found that there is a 50 percent lift in engagement with Visual UGC in social campaigns. Additionally, people tend to spend 90 percent more time on a website when a UGC Gallery is included. Effectively regramming UGC photo posts and including the photo posts in your brand content can increase conversion and CTR.  According to SproutSocial, AEO uses Visual UGC for retention and influencer activation, “American Eagle Outfitters does a good job of this by encouraging customers to use the hashtags #AEOstyle and #AerieReal on Instagram and Twitter, letting them know that the best images will be featured on the brand’s website.”

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Visual UGC for Referrals

UGC can be linked to referral marketing programs, such as tag five of your friends for increased chances for the draw.

UGC For Activation

Visual UGC can be linked to activation programs that require audiences to perform a certain action such as site visit, app download, subscription service sign up or sign up for a rewards program for increased chances to sweepstakes.

 

 

Domino’s Launches Piece of The Pie Rewards

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Domino’s has launched a Rewards Program that allows consumers to accumulate points for online orders, toward a Free Pizza. For every order more than USD 10, consumers can get Rewards Points that can be accumulated for a free Medium Topping Pizza.

The TV Commercial for rewards program highlights the ease of earning a free pizza. The commercial communicates the key idea that getting a free pizza is now easy with “Piece Of The Pie Rewards”, at the same time reminding audiences about the occasions they could order pizzas for.

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The Piece of the Pie rewards is geared to transform the consumer behavior by offering reward points on online ordering. Rewards program members will earn 10 points for  online orders of USD 10 or more in a day. When members reach 60 points they can redeem their points for a free medium two-topping pizza. Domino’s offers a number of Online Ordering options.

“We want to reward our customers in a meaningful way and we are delighted to offer a program that is simple to understand and easy to use,” Domino’s USA President Russell Weiner said. “We know that the best reward is free pizza and we’re excited to give our customers yet another reason to love Domino’s.”

Membership perks include exclusive members-only discounts and bonus offers. Piece of the Pie Rewards members may track their past purchases, earned points and redeemed points online via their Pizza Profile, the release stated.

Five Tactics For Engaging Mobile Audiences With Loyalty Programs

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starbucks1Designing a Loyalty program for Mobile empowered consumers has given a visible boost to brands that are prioritizing Digital rewards and actively promoting rewards program with tools and channels that enhance the consumer journey.

Starbucks Loyalty Program membership rose 28 percent since the same period last year. That translates to 10.4 million active My Starbucks Rewards members, including 6.2 million Gold members (up 32 percent in the past year).

“MSR continues to be our most important business driver as new members contribute not only short-term increases in revenue and profit, but also to long-term loyalty for years to come,” Schultz said, according to Seeking Alpha. “The significant increase in Gold level membership means that an increased number of our MSR customers are transacting in our stores more frequently than before with MSR members now accounting for approximately 30% of total tender in North America. And our mobile commerce platform is literally stronger than ever. We have reached the milestone where mobile payments now represent 20% of all in-store transactions in our U.S. stores, more than double the figure from only two years ago, and we are now processing nearly nine million mobile transactions each week.”

Loyalty Programs that have enhanced the consumer journey have often leapfrogged the engagement and conversions while generating greater sales from the audiences that are “Mobile Only”.
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