Splio Lookbook 2019

12 New Loyalty tactics.

94 % of the Smartphone users over 18 years old in China have participated in at least one Loyalty Program, but only 60 % of them are active*. That’s why marketers need to rethink their Loyalty strategies and go further than just transactional and promotional offers.

Now that consumers are facing hyper choice, ultra-digitalization and mobile-first & only, Loyalty became fickle and Loyalty models are outdated. The question to be asked now is how to seduce consumers today?

Make room for customer relationships and engagement! Customers don’t want to receive mass communications anymore, everyone wants to be part of a personalized relationship-based program. Loyalty programs are now engagement-based schemes. These types of programs offer the best conditions for a loyal, profitable, long-term relationship and this, despite the huge amount of offers available in our market.

* source: iResearch 2017 Loyalty survey

The time has come for brands to opt for a C2B approach, Customer to Business. In other words, put yourself in the shoes of today’s consumers in order to better meet their needs:

Customer experience and emotion: new consumers now prefer the user experience instead of just owning the product. The brand needs to highlight its values and its products by creating strongly emotional and creative experiences to be visible and adopted by consumers.

Customer knowledge and relationships: customer knowledge became funda-mental for the creation of a bilateral, personalized, transparent and close customer relationships.

Efficiency and innovation : geo-localization and dematerialization are two innovations reachable by every retailer today. They answer to new customers’ immediacy and speed requirements.

Loyalty techniques must be reinvented, audacious, clever, creative and based on innovation to meet new consumer standards to achieve objectives in terms of traffic, conversion, retention and profitability.

How to make the new generations of consumers loyal at a time where mobile, digital and customer relationship are king? Here are twelve New Loyalty tactics to help brands that want to be in harmony with today’s consumers.

Hyper-satisfaction.

Hyper-satisfaction

Superking Customer.

In an extremely competitive context, brands approach customers by offering them a variety of free services.

Carrefour provides free delivery for pregnant women.

L’Occitane and Fresh Cosmetics offer free massages in store while Bio c’Bon takes care of its customers’ plants during summer.

In the United States, the French brand Ba&sh lends clothes from previous collections to its customers during the weekend! A nice way to build brand awareness and retain customers thanks to the product.

Partnerships Services Customer satisfaction

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Hyper-satisfaction

Speed Immediacy Service

Fast Retail.

Statistically, we have never had so much time in our societies but paradoxically we all have the feeling of missing time in our lives. Being a time saver for your customers can be a way of retaining them.

Apparel brand Moda Polso set up a store in Shanghai with virtual fitting room. Customers are able to see themselves wearing the brand’s clothes without the hassle of trying them on. Users create a virtual avatar by providing a couple of key measurements that shows how the garment looks on the person’s body.

While saving time for the consumer, the technology is also estimated to produce at least double its product assortment on a per square meter basis.

Today, New Loyalty goes through immediacy. And it’s not the 100 million subscribers of Amazon Prime program – with 90% renewal rate – who will say otherwise!

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Hyper-satisfaction

Real-time Loyalty.

Efficiency, speed, customer recognition, retailers should look at the best practices in the fast food sector.

Department stores Joy City offer a chain-wide mobile wallet and WeChat Mini Program which allows their customers to have any purchase registered with their loyalty program. Regardless of the brand or shop, purchases made through Joy Pay are automatically and instantly credited to the customers’ points balance, without having to show their identification or a physical card. Points can be then used for a variety of benefits, including taking a Didi ride from and to the mall, making the buying journey real-time and fully seamless.

What’s the result? Loyalty delivered in real-time!

Easy for the customers: they have to identify themselves only once. They receive personalized messages in real-time.

Easy for the retail teams: ultra-quick and simplified access to the coupons, automated application of the offers, automated management rules, etc.

Simplicity Real Time WeChat

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Loyalty.

Loyalty

WeChat Loyalty.

We are over 5.1 billion to own a smartphone today around the world. How to easily reach consumers on their mobile?

Alpecin, a very innovative Hair Care product brand, decided to offer a digital Loyalty Program to its customers in China via the creation of a dedicated WeChat Mini Program. Alpecin’s objectives were to digitalize the loyalty card, provide seamless onboarding, real-time crediting points and achieve customer intelligence as a result.

Alpecin’s loyal customers enjoy having real-time access to their loyalty information!

Mobile Dematerialization Proximity

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Geotagged Loyalty.

Drive-to-Store is a priority for Darjeeling which wants its clients to benefit from in-store staff’s advice and to create a strong brand-customer relationship.

That’s why a new communication channel has been implemented: by adding the Darjeeling pass in their Mobile Wallet, customers receive push notifications with personalized offers when they are nearby a store.

Wallet push notifications are also an alternative communication channel during peak sales periods, like Black Friday, when email inboxes are often saturated.

Mobile Geo-localization Drive to Store

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Loyalty

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Make customers, not sales.

The transformation of Loyalty also goes through the attribution of Loyalty points not only scored on transaction but on any interaction.

Feimayi, a leading second-hand exchange platform in China, rewards customers with points for tracking and walking over a certain number of daily steps, referring friends, or following its WeChat Official Account. This token of appreciation allows Feimayi to reengage with its members on a very regular basis and expand their user base.

Loyalty Generosity Customer relationships

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Loyalty

Engagement.

Shop assistant-ambassadors.

What if your in-store staff were your new influencers ?

Aware that its in-store staff represents a major advantage regarding online competition, the brand Saks Fifth Avenue uses its mobile app and predictive analysis to increase the influence of its sales staff among loyal customers and to generate sales.

170 sellers are now also Style Advisors. They give style advice and help customers in their product research by suggesting articles they would appreciate among the new collection.

The user answers a quick quiz in the app to specify his favorite brands, his style (trendy, minimal, bohemian) and the product categories he buys often. He creates his account and specifies if he wants to receive recommendations from his advisor via sms or email. A Style Advisor is then designed by Saks according to his location. Predictive analysis facilitates the research by providing sellers with articles adapted to each customer. This one-to-one discussion is an innovative link between the brand and the customer, a more personal relationship.

At Glossier, sellers, dressed in pink suits, are friends and around the same age as their customers. This particular relationship is the cornerstone of the brand: it completely works via social networks, Instagram first, where every member of the staff (from marketing to editorial and customer service) answer as soon as possible every comment or private message.

Engagement

Ambassadors Omnichannel Engagement

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Engagement

Premium offer.

Making your customers feel special and rewarding their loyalty became essential.

Sephora rewards its most loyal customers with the Red VIB, a phone line specially created for privileged customers who need beauty advice. A great way to reward the active members of a Loyalty program.

Alibaba’s 88VIP Members are granted with an array of benefits, such as premium membership on Alibaba’s lifestyle apps (video, delivery, music streaming), and recognition of their status with a direct equivalent in the member programs of an increasing number of third-party brands, such as Marriott Hotels.

Rewards Loyalty Engagement

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Ultra-personnalization.

On the online book platform MintReading, customers can evaluate their English level with a quick test. Based on the results, the shop offers its customers personalized recommendations of English books they can read based on their command of the language, and the adequate learning books to improve their English level!

Here we are: the hyper-personalization of Loyalty programs era, where creativity is endless and the limits of what is possible are continually redefined and adapted to customers’ needs of recognition and individualization is one of the best achievements. Beyond the product, it’s the entire experience which needs to be personalized: say goodbye to standardized Loyalty programs, the objective is now to serve everyone taking into account their personality, their lifestyle and their aspirations. Thanks to technologies and with relational or transactional advantages given in predictive and dynamic ways, the opportunities to create relationships are now infinite.

Personalization Loyalty Customer relationships

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Engagement

New Retail.

Make it Easy.

With Etam’s new service “Try at home”, customers have seven days to try up to ten articles of their choice directly sent to their home. They pay only for the products they want to keep and send back the other articles for free.

Returns and try at home make it easy.

A nice way to retain customers who don’t necessarily have the time (or the desire) to stop by your store.

An initiative also developed by Amazon with its Prime Wardrobe service which provides the opportunity for customers to try up to 15 articles at home without paying.

Customer experience Loyalty Trust

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New Retail

Fun Retail.

Today for an equal product or service, consumers choose a brand that is in sync with their lifestyle. Millennials in China primarily seek to share WeChat moments and experiences and they actively search for shops and venues that are aesthetically pleasing (颜值). In response, Indie Brands, these young brands mostly created on the Internet, are imposing a new standard among companies: give a cool user experience. And this, no matter the sector.

Yves Saint Laurent offered its customers to experience its next season’s product line in its Beauty Hotel popup stores. They are equipped with a “Magic mirror”, an augmented reality screen using facial recognition to virtually try on the different makeup products. The resulting pictures can be then directly shared over social media, especially WeChat.

Retail WeChat Customer experience

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New Retail

New Retail

Nomad Retail.

Nomad retail is the retail that comes to you! A lot of businesses are joining the brand wagon with services at home in response to customer demand.

Gucci innovated last year with a 90 minute delivery in 10 capitals around the world thanks to a partnership with the website Farfetch.

Grocery stores Hema have created a whole connected ecosystem in China, promising 30 minutes fresh food delivery within a 3 km radius. The network of stores acts as a platform accommodating a wide range of shopping habits and needs. Depending on the occasion, you can shop for either grocery delivery, made-for-you cooked meals to be eaten in the store restaurant or delivered, or complete meal kits to prepare a dinner for your family and guests.

Retail Customer experience Service

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The time has come for WeChat Loyalty in China!

Why don’t you give some Loyalty points to customers who spent a little bit of time every day on your WeChat e-commerce? Or people who follow and like you WeChat and Weibo? Or even customers who read your posts, answer your customer satisfaction survey or recommend your WeChat account?

New Loyalty considers all the new consumer modes and modernizes Loyalty tactics by integrating WeChat, digital, dematerialization and geo-localization.

Splio allows marketers to combine relational and transactional Loyalty programs from web, CRM, social and transactional interactions. These new touchpoints are also Loyalty interactions that brands can score for their customers. Interactions are driving Loyalty for a brand and answer customers’ needs to engage daily on every channel, to enrich customer knowledge, to ultra-personalize communication and to modernize customer relationships on WeChat.

splio.com

Splio is an omnichannel marketing platform that combines Marketing Automation, Loyalty Marketing and WeChat Marketing. The platform enables marketers to unify their customer knowledge, orchestrate marketing campaigns and new loyalty programs, both online and offline, and engage customers on WeChat. Splio helps brands adapt to New Loyalty, with both points-based and relationship-based programs, to acquire, reactivate and engage their customers while boosting their revenue.

More than 500 brands around Europe and China use Splio every day, including Sephora, Caudalie, Longchamp, and L’Oréal.

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