Few things are more symbiotic than loyalty programs and e-commerce. Where loyalty was once a way to encourage repeat business from a mostly anonymous customer, today it engages customers in personalized, holistic ways that consider one’s lifestyle and behavior. Loyalty’s marriage with e-commerce creates a storefront that uses ever-increasing amounts of information to segment and target loyal shoppers. E-commerce also brings customer service to the equation. Offers can be discovered, profiles can be updated, and points can be adjusted as a lever for customer satisfaction.
The Marriage Ceremony
Loyalty Lab Reward is now part of the Demandware Commerce LINK partner program, offering a shell that facilitates quick and easy deployment of the two. Program signup can be placed within a brand’s e-commerce experience, incentives can be created for referrals of friends, and transparency of loyalty levels, points, and history can be easily delivered.
Retailers realize that transactional relationships aren’t enough, and that the factors that drive loyalty exist in every interaction with the brand. Uniting loyalty and e-commerce allows each and every step of the customer engagement process to be personalized by the remarkably rich amounts of data that a customer is willing to share when they feel engaged and rewarded on a steady basis.
Personalization, Loyalty, and E-Commerce
This is where the market is heading—a relationship that offers much higher levels of personalization than we’ve been used to. Serving up a brand’s catalogue shouldn’t be an impersonal affair, with hit-or-miss search engines returning listings by price or other filters. Knowing a customer’s history, frequency, affinity, and other loyalty factors gives an e-commerce site a way to present the ideal set of products and services for the individual, further increasing loyalty.
To learn more, download the datasheet.
