To take customer engagement to the next level, reward customers for their time and effort by rewarding actions beyond the transaction.
Reward customer engagement beyond the purchase :
Just like people, engagement levels are not created equal. Thus, some actions require more effort from the customer than others, such as sharing your program on his or her social media account, interacting with loyalty programs' news and emails, or even actively looking for information about your loyalty program. Think of these actions as hierarchical, some are more complex than others, but those who are willing to complete the more effort demanding behaviors, are more likely to continue with the less "complex" actions such as point redemption.
For example, rewarding first-time visitors for simply sharing your loyalty programs' link on Facebook is probably not the best hierarchical approach to building long-term engagement. In fact, many consumers have found a way around this by deleting and resharing the content to collect points. The chances are, they're going to share it but delete it a few seconds later because they're not doing it for the right reasons. That isn't to say that it's of no use, but allow them a taste of your loyalty program's benefits before asking them to do more.
Rewarding customer behavior beyond purchase can go a long way for your brand. Recognizing your customers by different levels of engagement will make customers feel valued and appreciated for the extra effort. Furthermore, loyalty programs should encourage customers to engage in more demanding actions. For example, by creating incentives and rewards to encourage consumers to adapt their purchasing habits, or by producing relevant content regarding your loyalty program that would entice customers to look for and share it.
It will also give you a definitive customer profile and allow your marketing team to develop customer-specific campaigns that resonate with their needs by viewing engagement with LPs as multi-dimensional.
Customers who demonstrate loyalty to a brand and share their experiences online should be acknowledged. Reward them by incentivizing users and customers based on the value they provide for your eCommerce business such as mentions of your product or service in social media posts, reviews, comments, etc. This will motivate other potential clients to purchase and help your eCommerce business to grow.
Transform cold customer data into warm customer-brand relationship
According to a study by HBR, 41 % of executives say an understanding of customer needs and wants via customer data and feedback has been important to their organization’s customer experience strategy during the pandemic. Customer data is a powerful tool to allow personalization that drives engagement. However, for most, the experience ends as soon as a customer logs out of the website or closes his/her mobile app. Unless you have customer data that allows you to connect with the customer on their preferred channel at the right time, you're not engaging with them. For customer-driven eCommerce brands, customer data should be the foundation for personalization and serve as a valuable asset to turn customer data into customer relationships.
Customer relationship management (CRM), customer loyalty, and email marketing are usually the first tools that come to mind when customer engagement is mentioned. However, customer data can be transformed into valuable customer relationships by using other marketing channels like Social media and online forums.
Customers are willing to provide you with information about themselves when asked to do so in a customer-centric way and when the benefit to them is clear. By rewarding sign-ups for example, you'll have the ability to market to them later in a meaningful way, rather than letting a potential customer go without leaving a trace.
Reach out to your clients and provide them with relevant content
According to Segment, 49 % of shoppers made impulse buys after receiving a personalized recommendation. Many loyalty programs fail because they adopt a One-size fits all approach or they're not being marketed the right way to the right customers. Connecting with your customers through a well-defined customer profile will allow you to customize your engagement strategy by using the information on customer behavior and preferences. Loyalty programs should encourage customers to adapt their purchasing habits by providing customer-specific offers or relevant content. Using the power of data, creating audiences, segments and cohorts will also help you identify customer personas and tailor offers to them so that your offerings do not fall on deaf ears.
In addition, using automation based on time or behavior is crucial for scalability. You can automate your engagement strategy by sending relevant messages at the right time to qualified customers and potential buyers that are most likely to be interested in what you have to offer, all while ensuring a quality experience for both parties.
Also, don't forget to promote your loyalty program at every touchpoint. Make sure to educate employees and incorporate the loyalty program into all touch-points from webinars and support chats to payment. Make it clear to customers why they should join your loyalty program and how this will benefit them.