Saturday, 24 December 2011

You and Yours (3 key loyalty trends for 2012)

Ipadface small

At this time of year, thoughts tend to be about you and yours. This however may be a continuing theme going into 2012 as I think loyalty marketing is going to become a lot more interested in "you".

This is more than just mass personalisation or segmented communications. I believe 2012 will be about individual engagement and empowerment as consumers provide more and more data, expecting increased control over it and better experiences being delivered because it.

You (and your data)

Back in 2006, Time Magazine named the Person of the Year as "You". Pointing out the cultural shift that social media had begun to bring, they recognised that it was democratising communications, with people sharing with each other and big institutions and governments beginning to lose control. They described it as:-

"[The] founding and framing [of] the new digital democracy. It's [..] about community and collaboration on a scale never seen before [..] about the many wresting power from the few."

It's unbelievable to think that this was 5 years ago now and Facebook was just starting out and MySpace was king. Whilst the tools we use may have changed, the pace itself hasn't. Social media has indeed wrestled power from the few leading to Time Magazine nominating the Person of the Year in 2011 as "The Protester". Highlighting the role of social media in showing injustice and gathering support they said:-

"One of the unequivocal generational virtues of these movements has been their use of the Internet and social media."

It's not just in politics that we're seeing this democratisation however. Consumers are also gaining more and more power with the UK government for example recently announcing that they plan to give consumers more control over their data by releasing it back to them. In describing this they say:-

"[It] will give consumers increasing access to their personal data in a portable, electronic format. [..] Individuals will then be able to use this data to gain insights into their own behaviour, make more informed choices about products and services, and manage their lives more efficiently."

Outside of government, some of the biggest collectors of personal data are loyalty programmes and so I'd fully expect them to begin taking part in these kinds of initiatives, allowing members to use their data to better understand their buying habits, but also to unlock more relevant offers and promotions on their terms. Indeed, many of the companies signing up to the UK midata initiative are companies with their own loyalty programmes. Generically termed VRM (Vendor Relationship Management) or PIDM (Personal Identity Management), I think 2012 will be the year when we start to see this trend gaining ground.

Your Behaviours

Increasingly, as you carry out an activity you leave a trail of bread-crumbs which others can use to follow you. Whether its location information that your smart-phone tracks, items you view but don't purchase or the TV programmes you watch (and then discuss on Twitter), all of this information is out there waiting to be collected and used.

This data is providing insight into previously hidden behaviours. Bricks and mortar retailers will start to get the same visibility as that enjoyed by online retailers, seeing those customers who have visited, but not bought or which items they viewed before purchasing. TV advertisers will have more visibility of which adverts were seen by which individual customers, allowing them to create a true ROI from awareness to purchase.

This is all being made possible by a combination of smart-phone/tablet penetration, innovative new apps and an established social graph. Using tools like twitter and Facebook as identity management, companies can collect together and refine this raw information from apparently disparate sources.

People are already using twitter for example to comment in real-time on TV programmes and this experience is being enhanced through new applications like Zeebox in the UK and IntoNow from Yahoo in the US. Zeebox co-founder Ernesto Schmitt says:-

The emergence of net-connected TVs; the mass proliferation of companion devices like smartphones, laptops and tablets; and people's expectations that entertainment will be socially connected felt like a perfect storm. The time was right to revolutionise TV

Increasingly using "fingerprinting" technology, these applications can automatically detect what TV programmes you're watching and any associated advertising. Linking this to your loyalty purchase transactions is simply the obvious next step and something i'd expect to see appearing in loyalty programmes in 2012.

Your Experiences

Apple changed the face of electronics retail. By combining great looking products with a great in-store experience they managed to make the electrical stores more of a destination than a retail outlet. Others have quickly followed, most notably Dixons in the UK with their pilot store Dixons Black in Birmingham. As offline retail increasingly struggles against online, especially where the products are more commodatised like in electrical, then the focus is shifting to the in-store experience. Using a combination of knowledgeable staff and well presented products, retailers are fighting back.

As retail expert Clare Rayner of Retail Acumen says:-

When you don’t offer anything special then the only thing you can do is compete on price… and that’s a downward spiral where the retailer with the deepest pockets to “buy their customers” is going to be the winner.

Retailers like Apple, Dixons, Game and Disney are starting to offer something special to turn the shopping experience from a physical one to an experiential one.

Apple do more however. They have turned the purchase process into a relationship. Making the stores also a centre for servicing and support through the "Genius Bar" as well as running seminars and training, they actually want customers to return. Whilst this isn't a loyalty programme in the traditional sense, i think it indicates how retail loyalty is changing. It can't simply be something stuck onto the side of the retail process and instead needs to be deeply embedded into the experience.

Expect to see more retailers upping the experience in-store and needing their loyalty programmes to help both support and drive this.

Conclusion

As these 3 key trends converge we're going to see a blurring of the lines between online and offline retail, with consumers having a more tailored and personalised in-store experience and with retailers gaining a better understanding of (and ability to influence) the end to end purchase process for each individual customer. Loyalty programmes play a key and central role in all of this as a means of proactively gathering consumer data in an opted-in manner and allowing appropriate reward and recognition to be given back.

This will result in "you and yours" - your data, your behaviours, your friends, your experiences - being a central theme for 2012.

I probably say this every year, but 2012 is going to be an exciting time in loyalty marketing!

Image credit:♫muxu's photostream

9 comments:

Chuyển Hàng Về Việt Nam said...

Bạn muốn bán hàng Thái Lan, Hàn Quốc, …Trung Quốc mà chưa tìm được công ty chuyên vận chuyển, chuyển hàng từ thái về vn , chuyên cung cấp dịch vụ chuyển phát nhanh và vận chuyển hàng hoá 2 chiều Việt Nam Trung Quốc chuyển hàng trung quốc về việt nam với nhiều năm kinh nghiệm, các đối tác lớn trong nước và quốc tế.
hiện tại mình cho con bú vậy không biết là cho con bú có nên nhuộm tóc mong các bạn tư vấn giúp. tôi đang có thai được khoảng 3 tuần, vậy bao nhiêu tuần biết trai hay gái chính xác nhất vậy các bạn đang cho con bú có nên dùng kem dưỡng da và sử dụng loại nào là tốt nhất vậy ạ. Dùng thuốc tránh thai hàng ngày như thế nào? là hiệu quả và tốt nhất vậy các mẹ. thương hiệu
Mattino là một thương hiệu giày dép việt nam xuất khẩu giá rẻ nhất thị trường. Dịch vụ Dịch vụ vận chuyển hàng hóa về Đà Nẵng chất lượng uy tín nhất thị trường Việt Nam. hiện nay mình đang cung cấp chuyen hang ra ha noigiá thành phải chăng. mình đang rất cần chỗ cung cấp dịch vụ vận chuyển hàng hóa đi campuchia

Ri O said...

Bạn có muốn được tham gi vào khóa hoc nau an không ? tuy nhiên tôi nghĩ bạn cũng nên hoc nghe bep nữa đấy

Chenzhen 20160303chenzhen said...

canada goose coats
burberry sale
louis vuitton outlet online
ralph lauren outlet
michael kors outlet
instyler
louis vuitton purses
coach factorty outlet online
michael kors outlet
christian louboutin outlet
michael kors outlet online
hollister clothing store
true religion sale
michael kors outlet
ugg outlet
tory burch sandals
coach factory outlet online
kevin durant shoes
ray bans
louis vuitton outlet
louis vuitton handbags
giuseppe zanotti outlet
cheap oakley sunglasses
coach factory outlet
oakley outlet
oakley outlet
coach outlet
jordan retro 4
designer handbags
coach factory outlet
coach outlet
louis vuitton handbags
louis vuitton outlet
nike huarache white
jordan shoes
ralph lauren
oakkey sunglasses
coach outlet
louis vuitton handbags
michael kors handbags
20160316chenzhen

Tung Tran said...

Về các giải pháp, vị chuyên gia này cho rằng đầu tiên phải tập trung nguồn lực phát triển hệ thống ban thang may gia dinh thay vì tập trung xây thêm đường dịch vụ vận chuyển là chủ yếu như hiện nay. Vì thực tế ở nhiều nước đã chứng minh việc xây thêm nhiều cầu, đường hoặc cầu vượt sẽ có xu hướng người dân sắm thêm phương tiện cá nhân van chuyen hang hoa ra Sai Gon và ùn tắc chỉ giải quyết được trong giai đoạn đầu khi đường mới làm xong, sau đó lại tiếp tục tắc nghẽn vận chuyển hàng hoá ra Hà Nội.

Do vậy trọng tâm trong những năm tới là phát triển vận chuyển hàng đi Phú Quốc công cộng chứ không phải xây thêm đường vận chuyển hàng đi Đà Nẵng.

Dẫn ví dụ việc xây dựng tuyến metro số 1, ông Du nói: "Lẽ ra khi xây tuyến van chuyen hang ra Hai Phong thì không nên mở rộng xa lộ Hà Nội, vì khi mở rộng đường, đi xe cá nhân sẽ tiện hơn thì không ai chọn metro. Nếu không mở đường cứ để kẹt xe thì tất yếu người dân sẽ chuyển sang dùng phương tiện công cộng”, ông Du góp ý bao gia thang may tai khach.

Zhenhong Bao said...

timberland boots
air jordan shoes for sale
rolex watches
ralph lauren shirts
polo ralph lauren
soccer jerseys
camisetas futbol baratas
ferragamo shoes sale
michael kors uk
oakley sunglasses
michael kors handbags outlet
true religion jeans
cheap oakley sunglasses
louis vuitton outlet stores
calvin klein outlet
cartier sunglasses for men
oakley sunglasses
longchamp handbags
nike air force 1
hermes bags
beats headphones
louis vuitton outlet
adidas trainers
michael kors outlet
michael kors outlet online
michael kors outlet
ferragamo shoes
coach outlet store
lebron shoes
tiffany outlet
ferragamo outlet
kobe bryants shoes
ralph lauren,polo ralph lauren,ralph lauren outlet,ralph lauren italia,ralph lauren sito ufficiale
oakley sunglasses
hollister shirts
20160514zhenhong

柯云 said...

2016-05-30keyun
louis vuitton handbags
coach factory outlet
louis vuitton outlet
ray bans
coach outlet
michael kors purses
coach outlet online
coach factory outlet online
cheap air jordans
longchamp handbags
ray bans
tiffany and co jewelry
vans sneakers
louis vuitton bags
nike outlet store
nike blazers uk
michael kors bags
true religion jeans
oakley vault
louis vuitton outlet
toms wedges
red bottom shoes
air jordan shoes
coach outlet store online
oakley sunglasses wholesale
oakley outlet
lebron 13
coach outlet
ladies cartier watches
hollister clothing store
cheap oakley sunglasses
ralph lauren
jordan concords
ray ban sunglasses outlet
ray ban eyeglasses
nike roshe run
louis vuitton purses
toms outlet
louis vuitton outlet stores

xumeiqing said...

20160701meiqing
oakley sunglasses
adidas shoes uk
valentino shoes on sale
nike cortez
toms shoes
cheap jordans
skechers shoes
fitflops
louis vuitton handbags
cheap jordan shoes
coach purses
polo outlet
nfl jerseys wholesale
ray ban outlet
birkenstock sandals
toms
abercrombie and fitch
christian louboutin shoes
timberlands
lacoste outlet
reebok
michael kors outlet
coach factory outlet
ghd flat iron
cheap ferragamo shoes
holliste sale
hollister clothing
kate spade
adidas supercolor
yeezy boost 350
michael kors purses
coach outlet
air force 1
michael kors watches
basketball shoes

Gege Dai said...

coach outlet online
giuseppe zanotti shoes
true religion jeans
ray-ban sunglasses
ferragamo shoes sale
michael kors outlet
lululemon outlet
ugg uk,ugg outlet,ugg boots outlet
tiffany outlet
rolex watches
coach outlet
ferragamo shoes
oakley sunglasses wholesale
lebron shoes
polo ralph lauren
louis vuitton outlet
fitflops sale clearance
toms shoes
swarovski crystal
tory burch outlet
michael kors outlet
fitflops clearance
ferragamo shoes
ray ban sunglasses
michael kors outlet online
beats headphones
michael kors outlet
kobe 9 elite
michael kors outlet store
longchamp handbags
michael kors uk
michael kors canada
cheap uggs
longchamp outlet
0727JIANXIANG

dong dong23 said...

louis vuitton outlet
christian louboutin chaussures
coach factory outlet
tods outlet
giuseppe zanotti
louis vuitton outlet
louis vuitton handbags
jordan retro 3
timberland boots
michael kors outlet
coach outlet
jordan 3 infrared
louboutin pas cher
cheap jordans
ed hardy clothing
michael kors outlet clearance
kobe bryant shoes
toms
adidas originals shoes
michael kors outlet
louis vuitton
air jordan pas cher
jordan shoes
coach factory outlet
louis vuitton
louis vuitton outlet stores
replica rolex watches
coach outlet
toms shoes outlet
longchamp handbags
true religion jeans
fitflops sale clearance
louis vuitton outlet stores
gucci handbags
ray ban sunglasses
rolex watches
louis vuitton handbags
vans shoes
michael kors outlet clearance
louis vuitton handbags
20168.9wengdongdong