This way of thinking entails Retailers to focus on some costumers rather than others, trying to bring more benefits to loyal customers and focus less on occasional costumers. This method is the opposite of collection point method who treats all customers equally as regards special promotions.
For these reason is important to create initiatives which will generate real advantages, continuous innovation in order to keep customers coming back.
In order to identify the weaknesses and strengths that will help achieve a higher loyalty level, it is very important to focus on customers shopping experience and listen to the feedback.
As far as concerns rewarding, according to a study conducted by Affinion and Oxford Brookes University, women are most likely to be Brand loyal, especially those under 35; while the lowest level of brand loyalty was notice on customers over 65.
With 3 points over the average, Italy was third on the international brand loyalty classification; United States and Brazil were rated #1 while Denmark, Norway, Sweden and Finland were among the lowest-ranking.
As has already been shown, the costumers between the ages of 25 and 34 years are most likely to be loyal compared to those who use only one channel to communicate with the company.
However, the key element in choosing a brand /company is a good business reputation: from here arise the need to build a strong customer relationship by rewarding them.
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