MGR eCommerce Edge Weekly | March 10, 2020
Top News This Week
As Data Privacy Gets Stricter, Loyalty Programs Become Much More Valuable
Airlines and restaurants aren’t the only ones who should utilize loyalty programs, eComm brands can too.
Loyalty programs are possibly the most underutilized tool in the eComm “sales toolbox.” A great loyalty program goes beyond just creating a “Subscribe & Save” button, it builds a meaningful relationship your customer that keeps them coming back again and again.
As data use and capture becomes more restricted due to laws like GDPR and CCPA, and companies like Apple continue limiting cookies on their devices, creating a loyalty program where customers opt into giving you the ability to capture and use their data become even more important.
How do you create an effective loyalty program that incentivizes customers beyond just discounts? By using surprise and delight.
An excellent example is the makeup retailer Sephora, who will add in free samples of other products when customers in their loyalty program make orders. This both delights the customer (who doesn’t like free stuff?) and exposes the customer to new products they may buy again in the future that they wouldn’t have otherwise considered.
When it comes to creating a great loyalty program, look to those who do it best and adapt it to your own brand. Call it the Picasso approach to loyalty programs, “Good artists copy, great artists steal.” – Pablo Picasso
Loyalty programs are all about incentives, think about why your customers buy, what frictions you have, and what delights them most.
Airlines offer a wide range of incentives like upgrades to first class, free extra luggage, free in-flight snacks/meals, early boarding, and anything else that can make a customer feel special.
Loyalty bonuses for eComm, depending on product category could be free samples, free shipping, free accessories, exclusive discounts, early access to new products, birthday or purchase anniversary gifts, and much more.
The case for loyalty programs is clear, it’s time to get to work on crafting the right one for your customer.
Amazon Updates: FBA Center Coronavirus Policy & Amazon’s Push in Luxury Fashion
Amazon is not shutting down any more FBA centers as of right now, instead they are giving employees unlimited sick days.
Amazon has told all of their warehouse workers that the FBA centers will not be shutting down, but if they feel they are sick or have symptoms they can stay home no questions asked and not have it docked against them.
This policy will be in place through the end of March, and they will decide soon if it will continue through April as well.
Amazon is pushing hard in the luxury fashion space, but can a discount retailer succeed there?
Charlie Gowans-Eglinton, senior fashion editor for the Telegraph, stated, the customer experience on Amazon “is quick and easy rather than special,” and that’s a problem because luxury is all about specialness and exclusivity. Furthermore, most consumers associate Amazon with bargains, low-priced goods, or lifestyle basics. Nothing about that screams ‘luxury’ or ‘extravagance.’
Other Notable Links:
1. Study shows consumers prefer slower but free shipping, over fast and paid – WWD
2. Quibi has raised over $2B and they haven’t even launched yet, what’s their advertising strategy? – AXIOS
TL;DR: Work with major brands that have even deeper pockets than they do.
3. Wingstop is paying fans to be walking billboards – MARKETING DIVE
4 . If you’re a fan of Billions and Succession, you need to watch this new Volkswagen ad – YOUTUBE
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