As a child, I learned the concept of sharing through a Barney song.
One of the choruses in the song went, “It’s not so tough to share your stuff, with a friend.” Companies today are also learning about the importance of sharing – but in terms of their loyalty programs.
The growth of social media and the emergence of the sharing economy mean marketers need to collaborate with customers. The Mad Men days of rolling out clever advertising campaigns and watching sales grow are gone. The brands that win today do not simply broadcast to customers—they engage with them.
In today's new consumer landscape, companies need to rethink brand loyalty and its ownership.
Here are three reasons why loyalty isn't just a "marketing" thing...
When a good idea comes along in retail and digital there are soon many, many start-ups getting in on the action.
Take loyalty apps for example. Loyalty is a big beast. Many types of company may consider it part of their remit, from digital payment solutions, to social-style check-ins, to group buying sites, or indeed a retailer’s own app.
I’ve previously looked at the state of apps in retail and found that using loyalty schemes is pretty much the major rationale for customers using a retail app.
Whether customers will ...
Customer communications tops the list of app roles among executives
Mobile apps have proven to be a new tool that businesses can use to engage with customers in a variety of ways: providing information, as a customer relations management tool and to build a brand—to name just a few. An October 2013 survey of executives at companies with annual revenues of at least $250,000 conducted by Forbes Insights and Adobe found that they were using customer-facing apps for all of these reasons.