Many of the problems and barriers preventing brands from creating true personalization start with data silos and bottlenecks across the different systems used to engage with customers.
The fitness industry has undergone a significant change over the past several years. The rise in popularity of programs such as Spinning, CrossFit and Barre have revolutionized the space. Different classes mixed with more adept technology have blended together to create a dramatically different customer experience. However, most fitness centers, health clubs and gyms struggle to recognize their individual members across touchpoints, and fail to provide them with relevant content that keeps them engaged off-premise and motivated to come back.
In 2017 we learned how important customer personalization truly is; according to Accenture the retail industry lost out on $756 billion due to a failure to personalize. To add insult to injury the same study showed that 44% of US consumers became frustrated when companies failed to provide relevant personalized experiences.
Brands aren’t having any difficulty collecting data, yet they struggle to provide consumers with meaningful engagements, continuously blasting push notifications and emails that rarely catch the consumer’s eye. Marketers want a return on their efforts. So how do you create offers that stand out above the rest? Deliver event-triggered offers. According to Gartner “Event-triggered offers can be up to five times more effective than traditional campaigns”. Keep reading for a few examples of how companies can incorporate event-triggered offers into their strategy to stand out and crush the competition.
While loyalty programs have become a must-have feature of most companies’ acquisition and retention strategy, many of these programs are failing at actually creating loyal customers. According to a recent Accenture report, 71% of respondents said that loyalty programs didn’t make them any more loyal. Punch cards, points for spend, and irrelevant discounts sent to the masses aren’t the best avenue for developing a committed customer base.