Best loyalty card APP: discover eCommerceVolution

Learn how eCommerceVolution® can help your business create an engaging digital and advanced customer loyalty program for your customers. But it won't be the best loyalty card APP that will single-handedly and automatically solve your problems, assuming it has any. Engaging customers is the best activity to focus on and invest in to grow your company's value over time, recurring sales and maximize your portfolio of products sold. But to do this, you need to put in place a complex ecosystem that allows you to make your relationship with your customers special and interactive.

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MANAGE YOUR DIGITAL PRESENCE WITH US

Best loyalty card APP: A few words about what a loyalty card is and what it is used for

From Wikipedia: The loyalty card is a key tool for implementing relationship marketing projects. They are the symbol of recognition and identification for consumers participating in a loyalty program.

For a loyalty program to take shape, there is robust software behind each loyalty card that aims to collect data on customers’ purchases, maintain it and extract it when needed.

Are you still convinced that the best loyalty card APP alone is enough?

Much more simply, a retailer issues loyalty cards to, precisely, make its customers loyal through a program that, in the generality of cases, provides a gift at the end of the promotional period based on a previously validated catalog of rewards.

Normally these promotional periods last for one year but sometimes some distributors allow collection over 2 years or pouring points over partners etc.

All mechanisms to try to “wake up from slumber” a tool that is now obsolete and that the only real added value at present is in tracking and storing customer purchases, which, moreover, is almost never used by many.

Best loyalty card APP: Loyalty card an outdated tool

Periodically, Nielsen, one of the world’s largest players in consumer data collection, produces a scenario it calls the “Global Survey,” within which it goes on to describe consumer behavior from many perspectives.

Miglior-APP-per-carte-fedelta-nielsen-global-survey-1

Taking the one related to loyalty cards, we see how 74 percent of consumers join loyalty programs (loyalty schemes) while the average for the EU and the rest of the world is 66 percent.

Within this 74%, however, we find a whopping 44% participating in anywhere from 2 to 5 loyalty programs, and in 17% of cases even in more than 6 loyalty programs simultaneously.

Another important finding is that 62 percent of consumers say that all things being equal, they prefer to shop where there is an activated loyalty program.

You can read the entire article that appeared in Repubblica here.

QUANTO-SI-PARTECIPA-AI-PROGRAMMI-DI-FIDELIZZAZIONE2

Best loyalty card APP: Fidelity cards in off-line commerce

Without wishing to go into analyzing so much other data that, in some cases, might even become too much, let us dwell on the 2 macro elements (themselves composed of 2 elements each) that should give us pause:

POSITIVE CONDITIONING FACTORS

  1. For every 100 consumers, 74 have loyalty cards from multiple insignia
  2. For every 100 consumers, 62 direct their purchases to those establishments that have loyalty programs in place

NEGATIVE CONDITIONING FACTORS

  1. For every 100 consumers 44 participate in multiple loyalty programs simultaneously (2 to 5)
  2. For every 100 consumers, 17 participate in more than 6 different loyalty programs

The conclusion is that while 74 out of 100 consumers use loyalty cards, 61 of them participate in multiple programs simultaneously.

Infidelity fidelity is served.

La-dei-consumatori-che-a-parita-di-condizioni-preferisce-acquistare-dove-attivo-un-programma-di-fidelizzazione-3

Yes, because we have been striving for years to make it clear that in order to build customer loyalty, a card and “X” amount of free points for “Y” amount of spending cannot be enough–because that is what virtually everyone does.

Wait! I just counted the fidelity cards in my electronic wallet (the wonderful STOCARD) and do you want to know how many programs I am active in?

Thirty-four-yes you heard right: 34; thirty-four.

We keep asking the same question over and over again: is this model of loyalty still needed, or is it better to overtake it to get to something more interesting?

Best loyalty card APP: 3 examples

In our poston current loyalty programs and what doesn’t work, we gave some fairly significant examples to make it clear that the problem is not the loyalty card but the program associated with it.

In the post we describe 2 parallel activities on two very large supermarket chains and in particular:

In this case we took as an example:

COOP ALLIANCE 3.0

From Feb. 1 to Dec. 31, 2019 (although now past), in all its supermarkets and hypermarkets in Veneto, Lombardy, Friuli, Marche and Abruzzo, it offered its consumers, simply by doing their shopping, points that accrued every time a particular consumer made purchases: each time “X” consumer made a purchase, either in one of the COOP stores, or ONLINE through EasyCoop, or in other member cooperatives, one point accrued for every euro of spending made.

With partners also, additional points could be accumulated to more easily achieve the desired prize.

There was also the possibility of transferring points from one membership card to another, and with each payment with a membership card, you could get an extra point for every 2 accumulated for that single expense.

ESSELUNGA

Registering for the loyalty program to get 2 points for every euro of spending over the 5 euro threshold, with immediate issuance of the FIDATY point, personal, free etc etc … At this point let’s say … what are the real advantages that should lead me to choose one over the other competitor to go shopping?

carta fedelta v3part2 4

Q8 and ENI

But we want to take another example in another sector, and for that we go for fuel stations: and here we find 2 of the biggest, Q8 and Eni (the old Agip).

The former performing classic collecting on both its network and partner networks while the latter, again every “X” amount of spending dispenses gifts, coupons, chances to win, etc.

Also in these two cases we talk about passive programs; what does that mean?

  1. They are the same for everyone
  2. It is the user who chooses when to refuel and where but by making both different but similar propositions (every “X” I give you “Y”), they put the user in a position to “simply” make an account of which one they perceive to be more convenient and orient their purchase (in this case mainly refueling)

This is not the way to make a customer loyal but rather the opposite.

Best loyalty card APP: How to make a perfect loyalty program

Let us return for a moment to the numbers we discussed earlier and the contradictions that suggest the way forward.

74 out of 100 consumers use fidelity cards but 61 of these participate in multiple programs.

I even go as high as 34 (although in multiple areas).

It means that each of those 61 out of 100 choose where it is most convenient for them to shop (or at least where they perceive it to be convenient), and then use the loyalty card at the time of payment.

While assuming that purchase data are valuable to everyone (even if partial), no one to date has thought of an innovative solution.

But before we get there, let’s dwell on customer engagement.

Why should I shop only from a particular chain if I then find better deals, on the same products even if at different times, from others?

Above all, why should I prefer this or that sign if it doesn’t involve me, doesn’t make me feel important, doesn’t need to know what I think, doesn’t make me part of the changes, doesn’t propose PERSONALIZED OFFERINGS JUST FOR ME.

Best loyalty card APP: How to implement a loyalty program with eCommerceVolution®.

That’s why since back in 2015 our team has been working hard, and now we have arrived at the launch of our products!

Every business has mainly 3 goals to set with its customers:

  1. Always give them value-added services
  2. Inform them and make them feel involved and important
  3. Customizing proposals for them

Sales will be a consequence, always!

How eCommerceVolution® can help you work on these 3 goals

Allow your customers to buy easily, they can also easily make decisions up to the last second, as if they were physically in your store.

Exchange info with them even during purchase, advising them, making them change products, in short, making them feel “pampered” and not feel the difference from coming to the store.

Allow them to give you appreciation or not on the services you give, so that they can make you improve what they think is not suitable (preparations, products, deliveries, hygiene…)

Always inform them promptly and daily of your news, of offers you can make available to them, of deals you can get them.

Put them in a position to know at all times that their purchase is being prepared, ready, or shipped.

Allow them to come to your store or one of your stores to pick up the products they ordered.

Give them extremely efficient after-sales service that will solve any problems they may generate or the assistance they need.

Enhance your news with video, audio and images to give it value and explain to the fullest extent all the benefits they can gain from this or another product.

Keep them informed of the events you prepare and perhaps invite them personally.

Ask them for in-depth information on various topics in order to improve the proposals you are going to make to each of them.

PERSONALIZE discount proposals, making each customer feel like the center of your attention.

This is the perfect loyalty program.

But you must not do so feeling a burden, but rather with the joy of giving them value and asserting your entrepreneurial skills by demonstrating that, in your niche market, you are a true authority!

Now that you should understand how to judge the best loyalty card app, learn about all the features eCommerceVolution® provides you with

MANAGE YOUR DIGITAL PRESENCE WITH US

eCommerceVolution® APP - Why to use it

By watching these short videos, you will discover how you can modernize your business with our integrated solution!

1) A digital sales system...

2) It could guarantee your future...

3) It could make you eliminate waste...

4) It could build customer loyalty...

5) And if your symptoms are these...

6) Then here is the solution...

Big Data Innovation Group: who we are

Introducing eCommerceVolution: eVolve with your customers

Big Data Innovation Group: that we do

Reading Pathways: all you need to know

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