Alison Chick is an expert when it comes to loyalty programs for retailers, and she sees many opportunities to use the data collected to improve both the in-store and online experience for customers.
“Many retailers think of digital loyalty as different from the in-store program and experience,” she says. “But there’s really just one consumer who wants to interact with your brand across whatever channel. It’s about using analytics to transform the customer experience across all channels.”
She should know. As the Vice President of Loyalty & Customer Intelligence for Indigo, she’s responsible for overseeing the company’s two loyalty programs, irewards and plum.
This insight into what makes digital loyalty programs so important is why she’ll be speaking at Dx3 on March 11th. Her session, How Digital Loyalty Programs Can Increase Revenue, will discuss the benefits of implementing a digital loyalty plan, and doing so consistently.
“Many retailers think of digital loyalty as different from the in-store program and experience. But there’s really just one consumer who wants to interact with your brand across whatever channel.”
“How do you take loyalty and embed it everywhere? How do you take digital from being a function within a retailer to everything a company breathes?”
Considering that plum rewards is Canada’s second-largest loyalty program, with six million members, that advice comes with a lot of proof. Chick says that integrating digital and analytics has been a key focus at Indigo.
“For us, the loyalty program has a ton of analytics. It gives us a deeper understanding of our customers and gives us higher engagement. We can give you extra offers, we can give you extra advice and tips about new series you and your children will love.”
Also important, Chick notes, is using digital loyalty to improve the end-to-end shopping experience.
“It’s about taking all of these assets and making it integrated for the customer wherever they shop… so we can do it excellently 100% of the time for the customer,” she says. In addition, she notes that “our customers are exceptionally loyal, which we appreciate. We’re focusing on making the program better for the customers we already have and value.”
“For us, the loyalty program has a ton of analytics. It gives us a deeper understanding of our customers and gives us higher engagement.”
The company has stepped up its game in its retail locations, using analytics to customize its local and regional offerings and investing in its mobile shopping experience. Mobile is another space in which retailers can improve the experience for customers, Chick says.
“There is research on the market saying Canadians are not engaged on mobile … But the future of digital loyalty is about being relevant to your customers at the right time and mobile is central to that. Mobile for mobile’s sake never works. Mobile that is thoughtful about the end-to-end customer experience and delivers real utility, personalization, value and convenience will be key to unlocking the full potential of digital loyalty.”