Drive Success With a Customer Experience First Mindset
Many probably see customer clubs as a significant cost both in establishment and operation. In addition, there is another channel where you are forced to give additional discounts and good offers to customers.
Here it is important to look at it in a longer perspective, as well as look at what you can use the customer club for. With a customer club, you can offer unique benefits that make it attractive for customers to register in the online store. Once they have registered, you are sitting on key data that is essential to being able to offer a personalized shopping experience.
Did you know… that it cost 5-10 times as much to acquire a new customer, than to keep an existing customer? (Inc.com)
And that… 84% of customers are willing to give away data for benefits? (Accenture)
Personalized shopping experience
With data about the customers, the marketing can be personalized and target each individual much better.
In a fashion store, for example, you can ask for personal information such as name, gender and date of birth. This can be combined with other data such as purchase history (in physical store and online store) and behavior (click/view history) in the online store.
The result is that the members who visit the fashion store receive content, specific offers and product recommendations based on this data.
The cost of establishing a customer club, giving an introductory discount and maintaining the customer base must be seen as an investment to be able to offer a personalized shopping experience that results in increased conversion!
Concept for customer club
What does it take to offer an interesting and attractive customer club to existing and new online stores? Frontkom has developed a concept for a customer club based on analyzes and customer contact. The concept enables us to tailor the perfect solution to each individual store.
What you must decide on, if you want a customer club:
- Type of customer club.
- What type of customer club is the best fit for your business?
- Benefits – incentive for registration and use.
- What will you offer members?
- A simple and good registration process.
- Members must register/login to use the customer club and to get a personalized shopping experience. Which form should you use and how much information should the customers fill in?
- “My page” – a personal page for members with an overview of the membership. What features should the page contain? A minimum should be standard functions such as personal data, consents and order overview.
- The customer club must be made visible. How should it be displayed in the online store? How will it be marketed?
- A link between physical store and online store. If you have a physical store, checkout must also be part of this concept.
The information that customers leave in the online store should create a personal, relevant and seamless buying experience that will enable you to differentiate yourself from your competitors. The total customer experience is important!
The concept must be assessed as a whole where all points are seen in context. The technical solutions can be adapted to each individual store based on wishes and needs. It is therefore important that you find out which solution is best for your online store. We are flexible and adapt the concept accordingly. The customer club must be tailored to reflect the uniqueness of your online store.
Is customer loyalty in your organizations DNA?
In today’s modern commerce world of fierce competition and consumer volatility, customer loyalty can’t be treated as a project or initiative; it has to be part of your business DNA and a key driver of all business decisions.
How to make customer loyalty a company-wide priority:
- Set an overall strategy and get buy-in from all members of the C-suite
- Set loyalty related goals and KPIs for each function
- Implement technology solutions that truly supports the strategy (but remember, a tool alone will not do the trick)
- Gather data from all customer interactions and touchpoints in order to make smarter decisions and adapt tactics to stay relevant in the eyes of the customer
Some of our clients
Curious about how to build customer loyalty? Let’s talk!
Thomas Kulvik
Senior Advisor E-commerce