With Adidas, Personalization is Key

 

Recent News:

Adidas shuns TV ads; launches new app focused on personalization

Adidas has reinforced its decision to dump TV advertising in favor of digital with the launch of a new personalized app. The app, unveiled at Dreamforce and live in the US, offers a complete online store, personalized news feed and a chatbot.

It will show up customized product recommendations and tailored content such as articles, videos and blog posts based on products each user is interested in. For example, those that have said they are interested in running will be shown relevant products and content, while those who buy Adidas lifestyle products will receive updates tailored to that.

“The app gets to know the consumer’s sport and style preferences and learns from his or her behavior and interaction with Adidas across all our digital touch points,” Head of digital brand commerce at Adidas, Joseph Godsey said.

“The most relevant news stories, articles, blog posts, videos and events announcements are surfaced to engage with the consumer on what they are passionate about. It will take into account preferred sizes and colors and shows availability based on the consumer’s country location.”

Source: https://www.marketingweek.com/2017/11/09/international-round-up-adidas-pg

Inte Q Insights:

Expert opinion provided by Chris Duncan, CMO, Inte Q

Personalization is now one of the biggest digital trends brands are chasing. Today’s consumer wants to purchase more than just a product. They’re looking for an individualized experience.

Adidas has done a phenomenal job using data to drive their marketing decisions. They shifted away from TV advertising in favor of developing a more personal experience through a mobile app.  This allows them to create a direct connection with the customer and control the entire customer experience.

Providing a customer experience that is well-aligned with the consumer’s preferences and specific needs will take a brand far. Brands at the forefront of this trend are aspiring to create websites that offer content customized for each individual – leading to greater customer engagement and increased customer love for the brand.

Your ability to personalize heavily depends on the data available to you and how well you know your customer.

 

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How to: An Omnichannel Approach to Beating Amazon This Holiday Season

The article below, written by Andrew Fegley was originally posted by MarketingProfs.

We’re prepping for one of the biggest seasons in retail, and a few new data points might be dropping an unpleasant piece of coal in retailers’ stockings for the 2017 holiday shopping season.

Here are a few points that jumped out at me. NetElixer predicts a 10% increase in e-commerce sales this season, but that’s down compared with the 11% increase in 2016. The biggest reason: an increase in spending with Amazon, which is expected to jump from 30% in 2016 to 34% in 2017. And 55% of shoppers are already in research mode before October (meaning, they’re buying as you read), according to NRF’s 2017 Retail Playbook.

So, how can your business react to consumer behaviors—and try to beat the retail giant that is Amazon?

Here are five innovative ways to keep driving revenue this holiday retail season through next-generation remarketing.

1. Uncover surprising trends via on-site data

We’re so frequently focused on data points like add-to-cart and time-on-site. But the challenge around data is that it’s only as smart as the questions you ask of it. If you have the right technology in place, you’ll be able to ask bigger questions about the entire prospect and customer journey.

Answering those questions now—instead of in the midst of the holiday season—will help you determine your best prospects to home in on so you can drive more conversions.

2. Don’t wait to start using holiday-focused messaging

One of my favorite insights from NRF: While many retailers use words like “Holiday” in their email campaigns during November and December, few test that language during prime research and shopping months of September and October. If you missed the boat this year, it isn’t too early to start incorporating this idea into your 2018 marketing strategy.

For marketers fast enough to pivot, that offers a ripe chance to respond ahead of the competition—and a chance to snag the sale before Amazon does.

3. Drive ROI by responding to your best new prospects

Your website traffic is probably soaring during the holidays, thanks to your paid search efforts. But the big question: Are you making the most of it?

New technologies can help your company turn anonymous website visitors into prospects through identity-resolution—allowing you to reach out with personalized marketing that responds to the specific product and category those visitors were interested in.

With targeted information about your prospects, you can deliver personalized communications that reflect the product category that the prospect was perusing. The result: those prospects are more likely to convert.

This is a prime season to test technology at scale—and see what types of new revenue you can drive.

4. Focus on customer loyalty, now

One way to maximize performance is to target your existing loyal customers with personalized messaging and offers that encourage them to act now. After all, they’ve already expressed interest in your products and brand by making a purchase.

Hold a Loyal Customers Only holiday flash sale via direct mail or email now to get ahead of the holiday rush, with a personalized code that makes those customers feel like insiders. A one-day-only pre-holiday sale for your most loyal customers can keep your brand top of mind—and give you an early boost on holiday sales.

Amazon might be able to deliver faster, but you have the ability to personalize and time your messages in a way that gets the sale first.

5. Send your direct mail now—and make sure it’s driving to the right place

Direct mail requires smart online data—and the ability to reach out to your best prospects and customers quickly and easily with personalized messaging. During the holidays, that’s no different, but there’s an opportunity here to test where you send your prospects through your direct mail efforts.

Rather than landing them on the homepage, why not send a piece of direct mail that responds to the category they’ve already been browsing on your website? Thanks to advances in data and identity resolution, that intelligence is at your fingertips. This way, your customers and prospects won’t feel like they’re being sent just another piece of marketing collateral—but rather a personal offer from your organization.

* * *

Every holiday season comes with its own challenges and opportunities—and this year is no different. As a marketer, your job is to work ahead of your competitors, especially Amazon, and establish a relationship with prospects to drive them to buy.

We realize in retail, it’s all about holiday and you have most likely been planning for this season all year. Pay special attention to your performance this year, and as you plan for 2018 keep these five key opportunities to stand out from the crowd in mind.

With advanced marketing strategies and the right technology, you can set your organization up for success – and make sure Amazon isn’t eating too much of your profits.

 

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The Best Loyalty Programs Go Beyond Rewards

The article below was originally written by Shep Hyken  and was published by Forbes on March 25, 2017.

Most people think of loyalty programs as an airline that gives miles to frequent fliers, a hotel that gives points toward a stay or a restaurant that offers a punch card incentive. While these may be called loyalty programs, I’ll argue that they are actually marketing programs disguised as loyalty programs. And while I don’t have a problem with this concept, we need to have a clear understanding of the differences between loyalty and marketing.

Some customers choose to be loyal to the airline, hotel, restaurant, etc., because of points more than anything else. Human nature kicks in and the “member” of the loyalty program becomes fixated on earning points. That’s why passengers will fly an airline with which they have the most points, even if it means paying more for a ticket. The bottom line is that these customer loyalty programs do work to drive sales and create repeat customers.

Howard Schneider is the senior consultant for Kobie Marketing and a career veteran in what he calls “the loyalty marketing space.” Notice that Schneider positions those two words, loyalty and marketing, right next to each other.

Schneider says, “Savvy and strategic companies are now looking beyond these rewards programs to delight, create and retain loyal customers. They are looking to solve customers’ problems and soothe pain points.”

Loyalty-programs-quoteHe shared some thoughts on how smart companies are taking their loyalty to the next level. It’s more than just points, even more than marketing. It’s creating a convenient experience for the customer, one that customers want to use. In many cases today, companies are doing this by providing an app for customers’ smartphones.

For example, members of the reward program can download a mobile app to their phones and then use it to check the status of their hotel room, check in when the room is ready and even use the phone as a key to get into the room. All of this without ever having to visit the front desk. Once you learn how to use it, which is a simple process, you find it more convenient to do business with Hilton. And, the company that is most convenient and easy to business with wins.

Then there are what Schneider refers to as lifestyle apps, such as those offered by Starbucks and Walgreens.

The Starbucks app is the perfect example of this. In addition to a rewards program, the customer can use the app to place an order, pay for the order and even access streamed music. As members earn stars toward rewards in the My Starbucks Rewards program, they can redeem the rewards in real time. The app reinforces the Starbucks brand as a lifestyle enhancement.

Walgreens has an app that allows customers to refill prescriptions, monitor their orders, pay using their phone, and earn and redeem awards in the Balance Rewards program. Like the Starbucks app, it is a lifestyle app that keeps Walgreens top of mind with its customers.

And, you can’t talk about loyalty programs without mentioning Amazon Prime. When the program began, the membership fee paid to Amazon provided Prime members with free shipping. Today there is much more. For $99 a year, the program offers not only free shipping, but also other benefits such as live streaming music, movies and TV shows, storage for digital photos and more. Amazon Prime is integrated into the customer’s life. For the person who takes full advantage of the Amazon Prime membership, the benefits can far exceed the annual fee. And as a result of paying for a membership, the customer will buy more often from Amazon. Amazon also offers apps for its website, music, TV and movies and more.

Customers will remember their experience with a brand long after they’ve forgotten a discount. Companies cultivate true customer loyalty by making customers’ lives easier and making sure each engagement – whether in-person or in-app – is valuable for them,” says Schneider.

When a rewards program can be moved from a punch card to an app, opportunities to interact and build customer loyalty grow exponentially. Points, miles and punch cards are just the start – an app can include features that are limited only by imagination. And the convenience of using an app is a powerful driver of loyalty. It’s human nature to stay with a company that is easy to do business with. Once customers know how the company operates and how to use the website or mobile app, they can rely on a consistent experience, and customers like consistency. It creates confidence. That’s what drives loyalty.

 

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Is Your Retail Loyalty Program Losing Relevancy?

“Today’s empowered consumers want more than points and discounts in exchange for their loyalty to brands,”  states Forrester in the Customer Loyalty Solutions, Q3 2017 Wave Report.

Do you have a strategy for how to take your traditional points-based loyalty program to the next level? 

If you don’t have a plan, get a copy of the The Forrester Wave™: Customer Loyalty Solutions, Q3 2017 and see what Forrester says about Inte Q and how we can help your loyalty program become a relevant revenue-generating machine!

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Amazon Prime: The Ultimate Paid Membership Success Story

Image Cred: Los Angeles Times (Mark Lennihan / Associated Press)

Amazon Prime is an outrageously successful membership program with the stats to prove it:

  • 80 million members
  • $1,300 average member annual spend vs. $700 non-member
  • 60% of Amazon customers are Prime Members

Have you considered how a branded membership program could engage your customers? Want to chat about the options? Contact us, we can talk about the options on how to get started.

Read the full article >

 

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Customer Loyalty: Engage. Differentiate. Generate Massive Returns.

 

Recent research shows that premium loyalty programs, those which customers pay to join, are welcomed by customers. Consumers in the survey feel that pay-to-play rewards programs are better than free loyalty programs – they gain instant access to valuable rewards.

And the best part…”with the right premium loyalty program infrastructure, whether that be supported by an outside agency or built internally, businesses could see massive returns on their investments”. Read more…

 

 

 

Customer Loyalty Program: How to Design a Program that Will Excel

There are many reasons driving retailers to implement a formal loyalty program, but not all of these mean yours will automatically be successful. You have to ask yourself how to go about designing a program that will accomplish your goals and meet the three crucial criteria.

Inte Q has found loyalty programs must be:

  • Appealing to your audience
  • Affordable to the brand
  • Measurable

Building a loyalty fortress around the customer base begins with designing a program that is appealing to customers and supportive of brand success. This is determined through measurement of program performance. Are you reaching your defined program objectives and overall ROI?

Not currently satisfied with your loyalty program? Contact Inte Q and gain a whole new perspective on ROI.

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