The unexpected hit of COVID-19 has jolted the retail world into a need for transformation. In March, when stores were suddenly shuttered, retailers had to quickly pivot their omnichannel approach, from evaluating brick and mortar to creating contactless customer experiences.
While the pandemic has accentuated the pain points of the entire retail industry, it has also accelerated conversations about how and when retailers will evolve. According to Epsilon's recent survey, Consumer Sentiment during COVID-19, 1 in 7 consumers across generations aren’t sure what will reassure them to return to retail storefronts.
As we look to emerge from the shutdown, retailers must move forward into a new era of creating a relationship with their customers across channels and experiences. There are three key themes emerging that we believe will help retailers succeed in building brand loyalty in an increasingly contactless world:
- Optimization of the customer experience
- Treating loyalty as an outcome, not just a program
- Ability to quickly adapt and pivot
Optimization of the customer experience
CX expectations and delivery
- Data: 360° view of your customer to reveal the person behind the ID. Behaviors, preferences, motivators, etc. Data needs to be democratized and mobilized across the organization – it’s not just for use in CRM or Loyalty marketing communications.
- Technology: not point solutions but rather technology that enables activation of data and scales business results such as greater personalization and better experiences.
Elements of digital transformation that were in discussion, but plodding along in pilots and tests, are now gaining more attention and resources as we emerge from COVID-19 shutdowns. Most of these fall under the umbrella of creating a contactless experience. And consumers report they are more than ready for this change, with a recent survey from Shekel reporting that 87% of shoppers say they would now prefer to shop in stores with touchless options.
Kroger is one retailer who is combining checkout, payment, and loyalty in one succinct app-based product. Announced just last month, “Kroger Pay” came to market as a contact-free checkout option billed as part of Kroger’s ongoing efforts to protect and support store associates and customers from COVID-19. The app lets customers to scan a pin-protected QR code at checkout, and it can securely integrate with your Shopper’s Card, digital coupons, and preferred credit or debit card. Importantly, the app connects with the Kroger REWARDS programs, incentivizing use with 2% cash back on private label brands while awarding bonus fuel points.
Dick’s Sporting Goods amped up their contactless curbside pickup service with a video showcasing PPE-wearing staff safely opening the trunk, placing in items and then the customer is good to go. Their healthy, stay-in-vehicle messaging reinforces deeper trend towards touch free efficiency and cleanliness. In addition, Dick's promotes high-need products with call-outs that inventory is re-stocking daily.
Treating loyalty as an outcome, not just a program
Making an emotional connection
The opportunity for every retailer to leverage your unique brand voice has never been better, and recasting customer loyalty strategy to ensure these brand promises are effectively communicated can be the best path to success. Consumers are looking for a value proposition that reflects the holistic nature of each brand with elements such as brand authenticity, transparency and a connection to global and environmental causes that resonate with them.
Truly progressive brands have evolved to look at ALL of their customers through a loyalty lens; not only those who are enrolled in their loyalty program. These innovators practice Big "L” loyalty, using their loyalty strategies and tactics to create exceptional customer experiences, inspire passion and trust and engender long-term relationships. These emotional connections then serve as the steppingstone to matriculate customers into a permission-based loyalty program. From there the brand can glean the data and insights to deepen the relationship and deliver more personalized experiences. And the customer can feel confident that their privacy and preferences are being respected.
Patagonia took a unique tact as they prepared for the rebound with a .com reopening announcement. This email linked to a COVID-19 update where, they restated values that align with pandemic social conscious, which synced with their overarching brand mission: buy local, repair over new and avoid consumerism.
Ability to quickly adapt and pivot
Now more than ever, if retail brands don’t adapt to new customer expectations in this digital world, they’ll fall behind. According to Profitero/Kantar’s The 2020 eCommerce Organizational Benchmark Report, just 17% of brand leaders believe their companies are ahead of the curve when it comes to organizing for eCommerce. The vast majority (71%) report they are merely keeping pace or catching up.
Loyalty is becoming more integrated into operations, which translates into stellar customer experience. It’s all about reflecting the brand and highlighting key messages and this provides a tremendous opportunity for loyalty strategies to evolve.
By giving thought to the ideas shared here and integrating them into our customer loyalty strategies, we have the potential to find breakthrough success and leapfrog to a new reality.
Learn more about Epsilon PeopleCloud Loyalty.
**This post originally appeared in the Wise Marketer.