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Next Generation Customer Loyalty: The Evolution of the Digital Customer
Aberdeen Group, March 2011, Pages: 15
In recent years, channel integration and improved technology have been the driving force behind a digital retail revolution. Retailers and consumers alike are embracing digital channels, including mobile and social, to interact, research, and transact in new and innovative ways. One of the core foundations of retail is customer loyalty. However, as retailers have continued to move towards a fully integrated cross-channel retail environment, customer loyalty has been slow to join the revolution.
According to Aberdeen's November 2010 “The Roadmap from Multi-Channel to Cross-Channel Retailing” benchmark report, only 25% of retailers surveyed, and 33% of Best-in-Class, have an integrated promotion and loyalty marketing management solution across all channels, leading to disjointed loyalty offers, accruals, and redemption across channels.
Between January and February 2011, Aberdeen surveyed 148 retail organizations to examine the current state of cross-channel customer loyalty programs. This report looks at how retailers are looking to remain innovative in their loyalty and promotions-related offerings, while still leveraging the tried and true loyalty components that have proved successful in the past.
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