The relevance of the omnichannel concept in customer loyalty
Effective customer loyalty strengthens the business. A key strategy for this is the omnichannel concept. In contrast to conventional customer loyalty programmes, omnichannel customer loyalty programmes enable a uniform and seamless customer experience across a wide range of channels and thus meet the customer's desire for the same criteria in the purchasing process across all channels (Think with Google).
What does omnichannel mean in customer loyalty?
The omnichannel concept aims to create a consistent and coherent customer experience across all available channels. This includes physical stores, online shops, social media, mobile apps and other digital platforms. The aim is for customers to be able to access and benefit from their loyalty programme regardless of their chosen channel.
The relevance of the omnichannel concept in customer loyalty
1. Set the right incentives
Without a targeted approach, it is difficult to influence customer behaviour. By collecting and analysing data across different channels, retailers can better understand individual preferences and behavioural patterns. They can then offer customised offers and services based on this. This leads to higher customer satisfaction and loyalty.
2. increase customer loyalty
Almost 90% of consumers say that the customer experience a company offers is just as important as its products and services (Salesforce). Customers who have a seamless experience across multiple channels are more likely to remain loyal to a company. By utilising omnichannel strategies, retailers can ensure that customers can access information and make purchases anytime, anywhere, increasing loyalty and the likelihood of repeat purchases.
3. promote sales success
A seamless transition between different channels promotes customer engagement and therefore has a positive effect on purchasing behaviour. This is particularly important as ‘Millennials and Gen Z use an average of 3.6 and 3.3 channels respectively in their customer journey’ (Think with Google). The inclusion of third-party apps and digital wallets in the marketing mix further encourages this engagement: Customers can access their favourite tools to make purchases and earn rewards.
The role of third-party apps and digital wallets
Third-party apps
Third-party apps, such as special shopping or loyalty card apps (e.g. Bring! and mobile-pocket), offer additional points of contact with customers. These apps are often deeply integrated into users' everyday lives, making them valuable channels for the customer loyalty programme. By integrating their own loyalty programme into these apps, retailers can increase their reach and pick up customers where they are anyway.
Digital wallets
Digital wallets such as Apple Pay, Google Wallet and bank wallets are playing an increasingly important role in modern payment transactions. They not only offer consumers a convenient payment option, but can also embed customer loyalty programmes. By linking the payment process with the collection of points and the redemption of vouchers, the shopping process is made even more seamless and attractive for the customer. This not only promotes consumer satisfaction, but also the use of the customer loyalty programme.
Conclusion: Omnichannel first
In today's retail landscape, the omnichannel concept is essential for effective customer loyalty. Those responsible for customer loyalty programmes should therefore think and act omnichannel first in order to ensure long-term customer loyalty and remain relevant.
With the mobile-pocket platform, you can easily integrate your customer loyalty programme into third-party apps and wallets and take an important step towards omnichannel customer loyalty. Find out more about how the XXXLutz Group is improving its omnichannel experience with mobile-pocket. Or see for yourself and make an appointment for a demo.