Many companies have gold in their customer database, but they are often not aware of it. What if new technologies allow its extraction?
As early as 2017, a global study by data expert Vanson Bourne revealed a sad truth. While French brands claimed to have collected nine types of data that their customers can use, nearly half did not. Main reasons cited: first the difficulty in integrating the applications that collect the data, followed by the lack of internal expertise. If today customer data collection solutions (such as CRM) are increasingly widespread and used by most brands, there are still many brands that do not use their own customer database.
Inactive customers, hidden gold to be exploited urgently
In fact, many companies don’t realize the treasure they hold. However, inactive customers, i.e. those who have not responded to various marketing requests for a long time but whose data is recorded, represent approximately between 40% and 60% of a company’s database. While this may be somewhat daunting at first glance, you should know that the likelihood of selling to a buyer who is already a customer of the brand is around 65%. An opportunity to be seized without delay, especially since loyalty, or keeping customers active after the first purchase, is less expensive than converting new consumers. According to a Dawkins & Reichheld study, acquiring customers would cost 5 times more than keeping the ones a company already has. So how to retain and reactivate your customers?
The most classic techniques …
Loyalty, and more particularly reactivation, are therefore issues not to be overlooked. Sending the right solicitation at the right time: this is the secret recipe for successful customer reactivation. Various strategies are possible, such as the classic email reminders offering discounts on one of the products already purchased, or even sending a questionnaire asking the reasons for inactivity. Does the brand orientation no longer match customer expectations? Or is the purchased product / service not as expected? Sometimes this gathered information can be valuable. Targeted advertising on social networks and the distribution of relevant content can also be very useful in reactivating inactive customers. Find a message that speaks to them and deliver it with good timing.
… To the most innovative
The digital loyalty card can, in this context, prove to be the real asset. If omnichannel has become the norm in the marketing and commercial strategy of brands, the dematerialization of the loyalty program and the associated card is one of the tools to be exploited at all costs to reactivate customers effectively. The wallet, in fact, a digital wallet present on all smartphones and where it is possible to store digital loyalty cards of many brands, allows you to send push notifications to customers in the database. According to an OpinionWay study, The French and mobile commerce, conducted in February 2021, 48% of consumers in France buy from their mobile phone. Push notification on mobile is therefore one of the most reliable solutions to get a quick response from your customer. In any case, this is the solution Conforama has bet on. The brand regularly informs its customers who hold the Confo + card via push notification about commercial offers, the various loyalty vouchers and promotions available to them, as well as about events organized for loyal customers and other occasional transactions.
The sports brand Courir also succumbed to the opportunities offered by the portfolio. On the Captain Wallet website, Graziella Kaeuffer-Royer, CRM Director of the brand, explains her choice: “Today our customers expect a simple and premium interaction that goes beyond the search for equipment or outfits: they want to be at the forefront of new collections and the best offers. This is what we offer them with the wallet. “The results confirmed the director’s vision: the brand claims to have increased the frequency of purchases by loyal customers using the wallet application by 30% and to have doubled the value of the basket. of this customer base.
For the Best Western France hotel chain, the pandemic has transformed the use of the wallet. While the brand considered this solution as a “simple relay for promotional operations” before Covid-19, the wallet proved to be the central tool of their communication with their customers after very complicated months. The brand has bet on sending promotions to its customers’ digital loyalty cards and has renewed contacts, in particular thanks to push notifications programmed with the wallet. “Our idea was to reach our goals to get out of the first confinement”, specifies Mélanie Le Livec, marketing and communication director of Best Western France. Their strategy reorientation rewarded them as 14% of their churn and inactive customers re-booked following a portfolio campaign.
The digital program, one of the new levers of loyalty
Solutions such as the wallet represent, for sure, the future of loyalty. Derived from the traditional model, the wallet application meets the new expectations of customers by digitizing the communication between the brand and its buyers, even after the purchase. It’s a simple and effective way for the company to keep their customer’s interest and reignite the flame regularly.
All the interest of this device lies in the services made possible beyond the simple loyalty program, by digital. The program is changing and now fully includes the buyer. Access to their loyalty points and the offers they have thanks to their loyalty is now easily accessible from their smartphone. There is no need to go to the store to find out and take advantage of it. The e-wallet also plays an important role in a brand’s omnichannel strategy as it acts as an intermediary between the physical point of sale and the online purchase by storing, for example, the click vouchers and collect in the digital wallet.
Ultimately, it is the intermediary’s mission that facilitates the relationship between the brand and the consumer that makes the portfolio an essential part of any customer loyalty strategy. This fully personalized customer knowledge-based experience offered by the solution responds in all respects to this challenge that affects all brands: maintaining contact with the customer after purchase and maintaining this proximity by ensuring that customers stay active. All this in an ultra-competitive environment where innovation is probably the only way to stand out.