In today’s ever-changing world, technology is rapidly progressing. Mobile has taken strides from strictly functioning as a means to call or send a text, towards being a bridge to connect customers to brands at all times, across any channel. Customers are getting savvier - they know what they want - and traditional loyalty strategies simply won’t cut it anymore.
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.
Building loyalty is paramount for brands looking to distinguish themselves and build a deeper relationship with their customer-base. Customers that feel like a particular brand understands them and their needs are more likely to not only go back to that brand, but bring some friends along too.
The holiday season is nearly upon us, and consumers have wasted little time starting their holiday shopping. 2016 is expected to be record setting for retail holiday sales, with $655.8 billion projected to be spent on gifts and other goodies, leaving brands scrambling to stay in the conversation by targeting consumers in ways that will drive higher sales.
In the wake of severe food safety concerns last year, Chipotle was against a wall as once avid customers left the brand for other QSR alternatives. In response, Chipotle introduced Chiptopia Rewards, a temporary loyalty program that rewarded frequent visitors and purchases with generous amounts of free food and merch.