"Real loyalty isn’t created at the close of the sale. It’s created when the brand & the customer become intimate through multiple interactions before, during & after the purchase." Read more in Aimia's report, 'Rewarding Interactions; Are You Ready for Customer Intimacy'
The Connected Consumer Journey: Navigating The MeleeAleesha Tully
Pre-digital advertisers just didn’t have to deal with the myriad of channels and touch points that we have today. And if you’re responsible for marketing a brand – this can be pretty overwhelming. This presentation takes a look at how simple, human, thinking can add clarity to consumer journey planning.
Why true digital transformation must take place across the entire banking ent...Epsilon Marketing
In the global omnichannel world we live in today, financial institutions are hindered by their disparate and siloed systems.
The rise of online banking has produced a massive shift in the way people engage with their money, bill paying, and most importantly, their banks. Today’s consumer is connected more or less 7x24x365 via mobile devices and WiFi in their cars. Banking and insurance companies are struggling to shape their online and digital engagement to match the expectations and desires of the consumers. They need to transform so that they can better understand their consumers.
With this focus on digital transformation, the financial institutions must focus on producing an enterprise-wide solution that enables the business to find, engage, convert, cultivate and expand their relationships efficiently.
Join us as we explain how organizations are successfully transitioning to enterprise-wide digital transformation.
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...Epsilon Marketing
Epsilon and Transamerica recently co-presented The successful analytics organization at the LIMRA Big Data Analytics Conference. The session was well attended and thought-provoking.
"Real loyalty isn’t created at the close of the sale. It’s created when the brand & the customer become intimate through multiple interactions before, during & after the purchase." Read more in Aimia's report, 'Rewarding Interactions; Are You Ready for Customer Intimacy'
The Connected Consumer Journey: Navigating The MeleeAleesha Tully
Pre-digital advertisers just didn’t have to deal with the myriad of channels and touch points that we have today. And if you’re responsible for marketing a brand – this can be pretty overwhelming. This presentation takes a look at how simple, human, thinking can add clarity to consumer journey planning.
Why true digital transformation must take place across the entire banking ent...Epsilon Marketing
In the global omnichannel world we live in today, financial institutions are hindered by their disparate and siloed systems.
The rise of online banking has produced a massive shift in the way people engage with their money, bill paying, and most importantly, their banks. Today’s consumer is connected more or less 7x24x365 via mobile devices and WiFi in their cars. Banking and insurance companies are struggling to shape their online and digital engagement to match the expectations and desires of the consumers. They need to transform so that they can better understand their consumers.
With this focus on digital transformation, the financial institutions must focus on producing an enterprise-wide solution that enables the business to find, engage, convert, cultivate and expand their relationships efficiently.
Join us as we explain how organizations are successfully transitioning to enterprise-wide digital transformation.
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...Epsilon Marketing
Epsilon and Transamerica recently co-presented The successful analytics organization at the LIMRA Big Data Analytics Conference. The session was well attended and thought-provoking.
Social CRM: what it is and how you can use it to grow customer valueOgilvy Consulting
Social is increasingly powerful in your customer’s lives, but rarely well integrated with or used as a CRM programme. This presentation covers the key four pillars of Social CRM, examples of it being successfully used in practice and what you can do to drive purchasing, loyalty and advocacy using Social CRM.
10 Reasons Why You Need a Digital Customer Loyalty ProgramPassKit
Get started at https://loopyloyalty.com/.
Loopy Loyalty allows you to design your digital loyalty card, manage your campaign with custom tools, and even includes an app to stamp your customers' digital cards.
Get the app here: https://itunes.apple.com/us/app/loopy-hd/id945301614
The term “inflection point” has multiple definitions. In differential calculus, an inflection point is a point on a curve at which the concavity changes from positive curvature to
negative curvature, or vice versa. In political science, an inflection point is a moment in history that dramatically alters a geopolitical situation, for better or worse. In business, Intel co-founder Andy Grove has described a strategic inflection point as “an event that changes the way we think and act.” Each of these definitions describes a moment at which our fortunes change — and in many cases, we can’t recognize the moment until
after it’s passed.
Retail Guide: 10 Commandments of Customer-Centric RetailingRaymark
As our physical and online environments continue to come together, consumer behavior
keeps changing and retailers need to react. Today’s consumers are extremely connected and live a digital lifestyle. They are educated, expect speed and have become extremely demanding. With an overload of mass marketing, some customers have lost trust in retailers and have become less loyal.
In this guide, we will take you through the 10 commandments that every customer-centric retailer needs to follow in order to increase loyalty, new customer acquisition, visit conversion, transaction value and to optimize marketing and customer engagement costs.
Gary Vaynerchuk's advice can be found here: http://www.youtube.com/watch?v=TLZDzFKKwZw
BBC's Monitor Me can be found here: http://www.youtube.com/watch?v=aJlMwBaGcsk
Third Eye Project can be found here: http://www.youtube.com/watch?v=gbTQb1Hdp6U
Do you think your customers want the productVantageITes
When you go out to buy something with your hard-earned money, would you prefer purchasing from a brand that you care about and one that you trust or one that is trying to trick you into buying free-but-not-so-free stuff? Establishing authenticity and trust is a big deal. Trust is foundational when it comes to making your target audience feel connected. Regardless of how deep their pockets are, businesses can build customer loyalty brick by brick with the help of authentic connections.
Going Card-Less - An Innovation for Customer Delightscmsnoida5
Amidst the tough competition, the companies
are striving hard to attract and retain the target
audience. With a view to sustain the company
and hang on with same customers for a longer
term, they look for ways to increase their customer
satisfaction way beyond their expectations. To
provide customer delight and in accordance with
the problems faced by customers who underwent
online shopping on a frequent basis, new service
of mobile wallet was introduced. This paper has
examined the concept of customers going cardless
by using the mobile wallet services and the
growth of these services at a fast pace.
eTail east 2014 Philadelphia - Cross Channel Loyalty Program KruidvatLars Crama
Lars Crama, Director at 2organize, together with Selligent, omnichannel audience engagement solution, explain the multichannel approach and other key success factors of the loyalty program launched by A.S.Watson, the world's largest health, beauty & lifestyle retailer, for its brand Kruidvat in the Benelux.
While more than ever marketers are eager to engage their customers, few Loyalty cards survive. So how has A.S.Watson been able to activate this card active in more than 25% of all households in the Netherlands? Showing great conversions and results?
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
Deck on the Impact on Customer Loyalty of the challenging economic, regulatory and technology environments 2009 – 2010. Publically available data were reviewed and extrapolations were made where necessary.
Social CRM: what it is and how you can use it to grow customer valueOgilvy Consulting
Social is increasingly powerful in your customer’s lives, but rarely well integrated with or used as a CRM programme. This presentation covers the key four pillars of Social CRM, examples of it being successfully used in practice and what you can do to drive purchasing, loyalty and advocacy using Social CRM.
10 Reasons Why You Need a Digital Customer Loyalty ProgramPassKit
Get started at https://loopyloyalty.com/.
Loopy Loyalty allows you to design your digital loyalty card, manage your campaign with custom tools, and even includes an app to stamp your customers' digital cards.
Get the app here: https://itunes.apple.com/us/app/loopy-hd/id945301614
The term “inflection point” has multiple definitions. In differential calculus, an inflection point is a point on a curve at which the concavity changes from positive curvature to
negative curvature, or vice versa. In political science, an inflection point is a moment in history that dramatically alters a geopolitical situation, for better or worse. In business, Intel co-founder Andy Grove has described a strategic inflection point as “an event that changes the way we think and act.” Each of these definitions describes a moment at which our fortunes change — and in many cases, we can’t recognize the moment until
after it’s passed.
Retail Guide: 10 Commandments of Customer-Centric RetailingRaymark
As our physical and online environments continue to come together, consumer behavior
keeps changing and retailers need to react. Today’s consumers are extremely connected and live a digital lifestyle. They are educated, expect speed and have become extremely demanding. With an overload of mass marketing, some customers have lost trust in retailers and have become less loyal.
In this guide, we will take you through the 10 commandments that every customer-centric retailer needs to follow in order to increase loyalty, new customer acquisition, visit conversion, transaction value and to optimize marketing and customer engagement costs.
Gary Vaynerchuk's advice can be found here: http://www.youtube.com/watch?v=TLZDzFKKwZw
BBC's Monitor Me can be found here: http://www.youtube.com/watch?v=aJlMwBaGcsk
Third Eye Project can be found here: http://www.youtube.com/watch?v=gbTQb1Hdp6U
Do you think your customers want the productVantageITes
When you go out to buy something with your hard-earned money, would you prefer purchasing from a brand that you care about and one that you trust or one that is trying to trick you into buying free-but-not-so-free stuff? Establishing authenticity and trust is a big deal. Trust is foundational when it comes to making your target audience feel connected. Regardless of how deep their pockets are, businesses can build customer loyalty brick by brick with the help of authentic connections.
Going Card-Less - An Innovation for Customer Delightscmsnoida5
Amidst the tough competition, the companies
are striving hard to attract and retain the target
audience. With a view to sustain the company
and hang on with same customers for a longer
term, they look for ways to increase their customer
satisfaction way beyond their expectations. To
provide customer delight and in accordance with
the problems faced by customers who underwent
online shopping on a frequent basis, new service
of mobile wallet was introduced. This paper has
examined the concept of customers going cardless
by using the mobile wallet services and the
growth of these services at a fast pace.
eTail east 2014 Philadelphia - Cross Channel Loyalty Program KruidvatLars Crama
Lars Crama, Director at 2organize, together with Selligent, omnichannel audience engagement solution, explain the multichannel approach and other key success factors of the loyalty program launched by A.S.Watson, the world's largest health, beauty & lifestyle retailer, for its brand Kruidvat in the Benelux.
While more than ever marketers are eager to engage their customers, few Loyalty cards survive. So how has A.S.Watson been able to activate this card active in more than 25% of all households in the Netherlands? Showing great conversions and results?
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
Deck on the Impact on Customer Loyalty of the challenging economic, regulatory and technology environments 2009 – 2010. Publically available data were reviewed and extrapolations were made where necessary.
5 ways to boost customer loyalty using data analyticsgroupfio1
Great customer experiences lead to higher retention rates, increased brand loyalty, and bigger customer lifetime value (CLV). Improving customer experiences can seem like a straightforward task, but unless you base new tactics and strategies on tools like zero-party data, you might be putting in effort and resources in the wrong places.
So, what are some RIGHT ways to use data analytics to improve customer loyalty? Here’s 5 ideas to help you get started building that data-driven competitive edge.
https://www.groupfio.com/5-ways-to-boostcustomer-loyalty-using-data-analytics/
Future of loyalty An initial perspective by Christopher Evans of the Collins...Future Agenda
An initial perspective on the future of loyalty by Christopher Evans of the Collinson Group. This is the starting point for the global future agenda discussions taking place through 2015 as part of the the futureagenda2.0 programme. www.futureagenda.org
Currently marketing is going through a revolution. We are seeing a fundamental shift from brands pushing marketing messages in one direction to organizations now getting involved in a two way engagement with their customers.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.
Customer engagement portal an up to-date guideCRMJetty
Learn about the customer engagement portal and the tips to choose the right one. Go through the feature list and implement all the strategies for business success.
How to reach a customer in the right wayTable of Contents .docxpooleavelina
How to reach a customer in the right way
Table of Contents
Which is the right channel to reach a customer?
Single-channel, multi- channels and omni- channels
The example of retail banking
Guiding the customers
The right incentives, and the “carrot” & “stick” theory
Creating a buzz
Which is the right content?
Content marketing and types of content marketing
Indented Study Contribution
When is the right time?
Ethical Consideration
Methodology and the example of Laura’s survey
How to reach a customer in the right way
Encourage people to join your email list
Start a blog or a website
Host a photo contest
Encourage reviews
Ask for referrals
Write a survey, questionnaires, poll etc..
Which is the right channel to reach a customer?
For a long time buying goods has taken place via the two main channels: the website of the retailer and/or the traditional retail sales point. It all used to be so simple as separate channel managers, separate channel-targeted segments, channel-aligned products, customers asked to deal with specific channels etc.
Nevertheless things have changed to date. New interactive features are provided on Websites to reach consumers, for example the possibility to try the product virtually and to achieve customised recommendations while mobile channels form the new mainstream of universal shopping, always and anywhere, via the mobile device. There is a rapid increase in the number of channels that enable users to freely access and compare, choose and buy products. Past studies indicate that customers participate more transactions in the new multichannel scenario as opposed to single-channel buyers (Dholakia et al., 2005, Seck and Philippe, 2013).
Omni-distribution channel is defined as using everything manufacturer/retailer have to gain, provide seamless, integrated and unified experience to retain customers.
Omni-distribution channel is about developing customer relations, but it has various challenges. Studies by Ogden-Barnes & Lowther (2012) on Australian retailing decision-making show that customers are lost due to inconsistent communication across various distribution channels during the first engagement phase of Omni-channel. The Kana Company research on Omni channel in 2013 sums up few Omni-channel drawbacks: the retailers face a fuzz in understanding the definition, mission and location of Omni channel in their organisation.
The omni-distribution channel is still in its infant stages, and its evangelization needs to be accelerated as it has enormous benefits that do not stand up to its dares.
The example of retail banking
Retail banking provides financial services for individuals and family
The three most important functions are:
Credit
Deposit
Money management
First of all retail banks offer consumers credit to buy homes, cars, and furniture.
Include mortgages, auto loans, and credit cards.
Yet multichannel marketing is more complicated than it might seem. Industries often multiply their channels ...
Why Intent Matters - Shift to the Consumer Journey to Gain a Competitive EdgeJornaya
When a consumer visits your website, visits a competitor's website, calls a call center, fills out a lead form, searches on multiple device types, she is leaving behind a digital trail that enables you to see that consumer's journey toward purchase. When you can see any of these individual events, you gain some insight into the consumer's intent in that moment.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
WoolWorths & ITC Infotech experts' take on the role of loyalty programsITC Infotech
Businesses must craft unique propositions around aggregate customer experience and not just around the product's functional attributes. Discover ways to use loyalty programs to create a contextual brand experience with experts from ITC Infotech and Woolworths
Similar to Driving customer loyalty without the loyalty card by Onur Ibrahim (20)
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Driving customer loyalty without the loyalty card by Onur Ibrahim
1. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
Special
Report
on
using
Loyalty
to
grow
consideration
at
The
Zero
Moment
of
Truth
26/01/2013
Onur
Ibrahim
Content
Collective
LTD
Onur@OnurIbrahim.com
07730550347
2. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
Loyalty
without
the
loyalty
card
The
points
mean
prizes
model
of
loyalty
programmes
will
always
have
its
place
but,
this
era
is
now
coming
of
age.
Customers
now
want
a
more
engaging
relationship
with
brands,
there
will
still
be
space
for
rewards
and
points
are
one
way
of
delivering
these.
However
the
battleground
is
no
longer
for
share
of
wallet
but
for
ownership
of
the
digital
endpoint.
Customers
no
longer
care
how
they
get
the
product
as
long
as
they
feel
like
they
have
some
level
of
control
in
and
get
the
best
value
from
the
purchase.
Brands
are
moving
away
from
a
purely
transactional
relationship
with
customers
and
travelling
together
into
a
more
emotion
led
purchase
journey.
Google’s
ZMOT
study
illustrates
this
fact
really
well
in
terms
of
flight
paths:
I
would
like
to
expand
this
even
further
for
you.
Each
of
these
locations
contains
further
data
and
information
about
the
customer.
They
are
interacting
with
each
of
these
“data
points”
multiple
times
throughout
the
journey
and
through
agile
analytics
structures
we
can
harness
insights
and
decisions
that
they
are
making
along
each
part
of
the
journey.
This
enables
us
to
build
a
deeper
understanding
of
the
customer
and
also
serve
them
with
demonstrations
of
value
relevant
to
them
and
their
purchases
at
each
point.
The
true
value
of
this
additional
data
is
that
we
can
personalise
the
journey
to
an
individual
and
make
them
feel
special.
Every
shopper
is
unique
and
expects
to
be
treated
as
such,
shoppers
want
to
feel
like
they
are
buying
from
a
brand
they
relate
to
and
that
is
relevant
to
them
at
that
time.
There
is
a
level
of
computation
that
has
to
be
undertaken
around
capturing
and
translating
this
data
and
then
assigning
the
correct
response
to
each
individual.
This
can
be
simplified
through
clustering
and
profiling.
If
we
start
to
categorise
similar
journeys
and
personalities
using
techniques
learned
from
behavioural
targeting
and
information
retrieval
we
are
able
to
condense
many
millions
of
individual
journeys
to
a
smaller
group
of
persona
types
and
provide
relevancy
through
clusters
of
interest.
“We
have
to
tackle
the
issue
of
data
capture,
but
consumers
are
much
more
aware
of
the
value
of
their
data
and
the
numerous
things
that
organisations
can
do
with
it,
that
it’s
not
just
enough
to
ask
for
it,
but
data
capture
must
be
part
of
a
value
exchange,
one
where
the
consumer
is
treated
respectfully
and
honestly
(they
know
you
want
their
data
to
sell
them
more
stuff,
don’t
lie
or
deceive
them)”
3. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
So
how
do
we
talk
with
our
customers?
Each
customer
will
also
have
a
personal
communications
preference.
This
will
include
things
like
frequency
of
communication,
topic,
and
most
importantly
channel.
Bearing
this
in
mind
we
should
note
that
it
is
very
important
to
provide
as
many
communication
paths
as
possible
for
the
customer
to
choose
from.
They
may
want
to
interact
via
SMS
or
email
or
direct
mail
or
via
a
mobile
website.
And
the
purchase
journey
will
be
over
multiple
channels
and
multiple
devices
often
simultaneously
whilst
dual
or
triple
screening.
As
a
modern
brand
you
should
have
a
foothold
in
each
of
these
areas
and
maintain
some
level
of
communication
preference
for
users
in
each.
We
should
now
be
able
to
imagine
our
customer
flight
paths
with
an
additional
layer
of
‘craft
type’
added
to
them
representing
the
communication
channel
used
to
carry
them
to
the
next
stop.
After
the
initial
purchase
we
should
now
start
thinking
about
what
earned
content
we
can
get
the
customer
to
create
for
us.
The
modern
customer
is
more
than
happy
to
contribute
product
opinions
and
reviews,
often
just
asking
them
for
these
post
purchase
will
yield
very
valuable
feedback
and
future
testimonials.
Another
by-‐product
of
this
is
that
the
modern
customer
wants
to
feel
empowered
and
that
they
have
some
control
over
future
products
created
for
them.
By
asking
for
feedback
and
showing
that
you
are
implementing
‘consumer
created
change’
will
make
that
customer
feel
closer
and
more
affiliated
with
the
brand.
Bonds
created
in
this
way
are
stronger
and
more
long
lasting
as
the
customer
is
now
not
only
a
user
of
the
product
but
a
brand
contributor
and
as
such
feels
part
of
a
larger
whole.
These
customers
will
advocate
your
brand
and
products
without
question
as
their
co-‐contribution
has
made
them
part
of
your
brand.
This
might
sound
difficult
in
practice
but
with
a
few
tips
and
pointers
this
can
be
put
into
practice
in
a
straightforward
manner.
The
following
7
tips
are
a
good
starting
point.
Seven
ways
to
generate
engagement
that
drives
towards
loyalty
1. Always
provide
a
clear
call
to
action
and
never
rely
in
user
to
interact
of
their
own
accord.
Relying
on
users
to
interact
without
expressly
asking
them
to
is
like
‘fishing
without
bait’
and
will
be
unpredictable
at
best.
You
should
try
to
influence
the
potential
outcomes
for
every
interaction
you
offer
or
at
least
measure
the
effects
at
each
stage.
2. Run
multiple
engagement
programmes
across
all
of
your
channels
simultaneously.
Provide
users
with
multiple
ways
to
engage
for
each
campaign
and
category.
Then
give
them
ample
reward
for
participation.
This
will
increase
the
time
they
spend
with
you
and
get
them
coming
back
for
more
rewards
and
getting
their
friends
to
also
participate.
Some
examples
of
these
rewards
could
be:
• Giving
them
something
relevant
to
their
purchase
or
interest
that
is
regularly
updated.
This
could
be
some
digital
content,
a
review
or
‘money
off’
voucher.
• Allow
them
to;
ask
you
a
question,
create
and
update
their
profile,
or
subscribe
for
more
information
• Deliver
company
information
highlighting
your
company
values
and
positive
practices
that
they
may
align
with
• Link
to
your
social
media
hubs
where
they
can
interact
with
you
and
find
out
more
about
the
products
and
interact
with
others
who
are
either
at
a
similar
point
in
the
cycle
or
4. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
who
have
completed
the
cycle
and
are
leaving
positive
feedback.
(Pinterest
pages
are
a
great
and
unobtrusive
way
to
do
this.)
3. Extend
your
communities
cross
channel
and
cross
category.
Don’t
forget
to
cross
promote
and
also
to
keep
trying
to
engage
your
customers
at
different
‘landing
points’.
By
bringing
customers
into
your
eco-‐system
at
different
points
and
also
cross
promoting
product
categories
you
can
maintain
interest
and
test
new
ways
of
communicating
with
them.
A
sportswear
brand
may
find
that
they
get
higher
referrals
to
their
ecommerce
site
by
recruiting
participants
via
SMS
and
then
asking
them
if
they
would
prefer
email
communications.
This
shows
that
you
care
and
are
giving
them
a
choice,
it
might
not
seem
like
much
but
the
freedom
of
choosing
is
more
powerful
than
one
way
forced
communications.
4. Try
to
stay
real-‐time.
There
are
many
real
world
and
timely
influencing
factors
that
should
be
considered
when
designing
these
journeys.
One
of
the
most
powerful
is
trend
hopping;
a
recent
example
was
the
2012
London
Olympic
Games.
With
the
heavy
sports
coverage
and
national
pride
at
stake
TV
sales
increased
due
to
people
wanting
to
have
the
best
possible
experience
of
the
games.
Granted
that
Olympics
licencing
rules
do
not
allow
use
of
the
logo,
name
or
other
assets
without
permission.
Nevertheless
this
was
a
massively
influential
factor
that
created
huge
purchase
intent.
5. Mix
up
campaign
types
and
create
new
offers
based
on
season
and
topic.
Some
marketing
campaigns
naturally
inspire
customers
to
participate
and
to
share
their
interactions
and
experiences.
Recent
research
by
social
app
creation
company
Wildfire
has
shown
that
campaigns
that
have
heavy
user
entries
do
not
perform
in
the
same
way
as
campaigns
which
are
heavily
shared.
It
is
better
to
promote
to
a
smaller
base
of
advocates
and
give
them
the
tools
to
participate
and
share
their
activity
rather
than
running
competitions
where
customers
might
be
hesitant
to
broadcast
the
fact
that
they
just
entered.
In
short
highly
shared
campaigns
will
generate
more
earned
media
per
participant.
So
you
should
have
a
healthy
mix
of
both
types
in
order
to
keep
a
steady
stream
of
new
entries
to
build
the
value
of
your
owned
media,
and
get
those
new
entries
to
start
sharing
and
participating
to
grow
your
earned
media.
The
infographic
below
highlights
this
quite
nicely:
5. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
6. Use
image,
video
and
testimonials
as
much
as
possible.
Users
want
to
see,
feel
and
experience
the
product
before
deciding
to
make
a
purchase
leveraging
their
passions
and
taking
them
across
the
journey
of
Dream,
Locate,
Explore
means
you
can
influence
how
they
purchase
and
the
factors
that
contribute
to
them
coming
back
for
more.
7. Stay
relevant.
It
is
ok
to
cross
promote
products
and
even
to
put
promotions
or
‘wildcard’
topics
in
your
communications
but
keep
to
the
point
with
your
main
message.
If
you
have
categorised
a
person
as
an
influential
decision
maker
and
they
are
interested
in
buying
a
new
TV
then
make
sure
that
they
can
do
the
majority
of
their
research
with
you.
Provide
a
decision
journey
that
takes
them
to
your
affiliates
giving
them
your
voucher.
You
have
to
be
in
as
many
places
as
possible
and
remain
relevant
to
that
persona
in
each
location.