¿En qué se diferencian los programas de fidelización entre industrias y mercados?

The challenges relate to ill designed strategies and badly configured eco systems. Customer experience, tech stack and reward program construct must align perfectly to offer a seamless personalized real time experience. Loyalty programs need to transcend from spend stimulation approach to behavioral influencing covering the full customer lifecycle. Each brand must assess its readiness for customer experience hyper personalization and allow a potential program tailoring to some degree by the customer to ensure continuous adoption and engagement. Another miss by the brands is measuring the consumer propensity to consume product or service when assessing loyalty program contribution towards business growth leasing to unrealistic expectations

For a relevant acquisition of new members in retail loyalty programs in my opinion they must have 4 basic elements: - Easy subscription to it. No need to fill in a lot of data in a first impact. - Minimum benefit in that first contact. Discount on first purchase, gift per purchase, option to participate in an attractive sweepstakes at that very moment. - In-store (not e-commerce): a clear message from the staff that captures the customer's attention in a single sentence. - E-commerce: offer a clear benefit at the moment the user adds a product to the cart. It can also be previously to incentivize the purchase if it is a benefit such as an attractive discount or is related to savings in shipping costs.

Loyalty programs are crucial in retail, driving repeat purchases and enhancing customer lifetime value. Retailers utilize both paid and unpaid programs, offering rewards like discounts and exclusive access to incentivize loyalty. These programs also provide valuable consumer data for personalized marketing and improved inventory management. Notable examples include Amazon Prime, Walmart Plus, and Sephora's Beauty Insider among others.

Good piece for evaluating pros/cons to hosting loyalty programs. I'd add industries not keen to develop such a program - and perhaps shouldn't - are "sin tax" products like tobacco and alcohol, where the shopper will by their preferred brand regardless; telephone (specifically mobile phone providers) where demand is always and offerings the same. Industries where loyalty works are ones you are likely a member: Quick Service Restaurants (QSRs) like Panera, Starbucks, McDonald’s, Pret a Manger. Others in industries like beauty products (Sephora, Ultra) and pharmacies/retail (CVS, Walgreens, Amazon, Lidl, Walmart) are an obvious “win” and require high frequency, frictionless shopping, and personalization to keep customers long-term.

Regardless of the industry there’s a cost associated with any loyalty program. Frictionless onboarding and redemption (at POS) helps with better engagement and customer satisfaction, resulting in achieving end goal - repeat purchases. If the program needs employees to explain it or filling out too many additional details enrollment is impacted. Simplicity of both the reward/offer and execution is essential for the success of any loyalty programs.

A expansão rápida do varejo on-line demanda a criação de soluções que complementem o ecossistema das plataformas de comércio eletrônico e, com certeza, plataformas de fidelização são um ótimo exemplo. Estratégias de fidelização on-line podem devem gerar uma experiência fluida de navegação para o usuários, que não traga fricção e estimule os gatilhos corretos. Por aqui, olhamos para 3 pilares com muita frequência: 1- Estratégia - Precisa ser assertiva e revisada constantemente; 2- Comunicação - Precisa ser inteligente, falar a linguagem do consumidor final e estar em diversos canais; 3- Curva de aceleração - O programa de fidelização precisa passar por alguns estágios de maturação e cada um deles demanda uma atenção diferente

Everyone should have an on-line loyalty program which you can engage with and be rewards by immediately via your mobile phone. The hottest real estate in the world is someones mobile phone screen so ensure a smooth customer journey with instant reward redemption