In this guest post on Oracle’s Modern Marketing Blog, Dyspatch CEO Matt Harris discusses the importance of integrating loyalty program data with other data points to optimize personalization.
Recent research found that 91% of consumers are more likely to shop with brands who recognize and remember them well enough to provide relevant offers and recommendations. If your business has a loyalty program, you have the data that will allow you to provide exactly that, to the nth degree.
Read the full post to learn more about:
Connecting loyalty data and purchase history:
Connected data will allow you to tailor loyalty offers to each individual customer’s purchase patterns — no matter how loyal a customer might be, there’s simply no point in offering them a deal on something they’ll never buy.
When you customize your loyalty offers based on purchase history, your customers are far more likely to both appreciate and take advantage of them.
Surfacing loyalty status online and in-app:
If you connect your loyalty program to your app (if you have one) and/or your website, and encourage your customers to sign in before browsing, you will be able to present loyalty offers while the customer is shopping.
Connecting your loyalty program with your website/app experience will also allow you to surface program benefits available to a user while they’re actively making a purchase decision.
Tying it all together in emails:
Tie your integrated data together to personalize loyalty emails, marketing emails, and transactional emails.
Your transactional emails are the perfect place to encourage sign-ups for your loyalty program.
Once your loyalty program data is sufficiently integrated, you’ll also be able to go a step further to personalize the content and offers presented in digital receipts and shipping confirmations based on both the customer’s purchase history and their loyalty status.
You might be thinking you already do all this. But loyalty emails are almost never personalized based on purchase history, just as transactional and marketing emails are rarely personalized based on loyalty status.
Personalizing both types of emails, based on all sources of data, can put you that much closer to true, one-to-one personalization.
Read the full post to learn how, including examples.
