A couple weeks ago we discussed the pitfalls of West Elm’s customer engagement strategy. This week we’ll visit the scene of the customer engagement crime of another otherwise wonderful brand--Neiman Marcus--and try to provide some guidance using our experience helping hundreds of other brands correct similar infractions.
WalletHub recently published a comparison of the 12 largest U.S. hotel chains’ rewards programs to help consumers navigate the confusing realm of points and status tiers. The results of the comparison, which looks at 21 metrics, including point values, expiration policies, booking blackout dates and brand exclusions, reveal which hotel loyalty programs are the most beneficial for consumers in particular areas and overall.
As a modern marketer, you probably have a ton of customer data at your disposal. And much of that data likely comes from the mobile channel thanks to the power of apps to collect first-party insights on users. But if you’re like many of the marketers that work with us, a lot of that data might as well be in your disposal. Don’t let your mobile efforts go to waste. Leverage your data to create a favorable impression of your brand, and foster good-will and long lasting loyalty. Need some ideas about how to do it? Check out our tips for how to leverage different types of data to personalize your in-app experience!
I love West Elm. I aspire for my apartment to even slightly resemble a West Elm showroom floor. And so it is with a heavy heart that I tell you the tale of West Elm’s customer engagement gone wrong. This is a cautionary story that begs the question, “Why do bad things happen to good brands (and customers)?” And attempts to answer it.
QSRs are under immense pressure to “be on mobile” or succumb to the threat of being surpassed by the competition. But what does “being on mobile” mean exactly? The answer isn’t cut-and-dry. There is no one-size-fits-all solution for being successful on mobile. Just because one type of mobile strategy works for one company, even within the same industry, doesn’t mean it will be a sure bet for your company. Rather than setting out to copy brands that are successful on mobile, QSRs should focus on developing strategies that will enable positive and unique interactions with your brand. Looking for some inspiration? Keep reading to pick up five simple ways to avoid a generic QSR mobile experience.