Your customers needs are different, so why give them all the same marketing message?
Our loyalty marketing platform gives you the tools to segment and communicate directly with all your customers individually with minimum effort, using automatic rules.
Simply create customer journeys for each customer segment.
The Approach
The first step is allocating your members to groups that you can clearly identify based on their needs, interests or behaviour. Each segment deserves a tailored communication strategy.
The second step is managing this communication strategy, and to simplify this, we’ve created automatic activation rules that communicate what you want, when you want.
This allows you to focus your time on analysing the impact of your strategy and consider adjustments.
1. Customer Segmentation
Main Segments
The customer life cycle is a simple and effective segmentation model. Adapt it to your business by adjusting the segmentation parameters within each main segment.
The Acquisition Phase
This covers the days immediately following their registration date + x number of days, typically 30 days. We strongly recommend you build a good communication program post registration to ensure that new members become active and engaged users.
The “Engage and Grow” Phase
These people are members that visit your store or at least open your app on a regular basis. We recommend carefully refining this segment in order to increase their activity.
Your best customers will be found in this group. And those with the potential to become your best customers. What determines who are your best customers? How can you connect with your customers so they become more valuable?
For product-oriented programmes, some ways to define customer value are their frequency and/or the number of purchased products from your hero categories, or loyalty card and prepaid card redemptions.
For customer programmes that reward based on the whole basket spend, rules such as aggregate spending, spending on high margin products, points or number of store visits can be used to define your best customers.
The “retain” Phase
It’s critical to stay connected with members and pay close attention to any changes in behaviour.
For example, you can identify members who’ve lapsed from purchases or engaging with you, for example if there has been no activity in the last 60-200 days.
These members can be identified, contacted and incentivised to return.
We also recommend continually adding more data and analysis to your segmentation strategy.
2. Automatic Activation
Let our platform execute your strategy, so you can spend time on analyzing and optimizing your approach.
An extensive range of customer journeys can easily be managed, simply by setting up the automatic rules once in our dashboard.
We believe this approach is the best way for you to cater for your customers because it requires minimal effort and frees you up to spend your time building your business.
Our intelligent rules engine targets each of your specific customer segments and sub-segments, including rules for automatic couponing and communication to relevant users.
For example, you can automatically issue rewards only to regular stamp card users. Or you can issue coupons on day 5, 10 and 15 after registration if, and only if, the app user has not been in-store to redeem a coupon yet.
You can even drive engagement by sending a push notification and link to a game to any user that has not opened the app during the last 14 days.
For more inspiration, download our segment by segment communication plan.
