Demandware and Loyalty Lab: Seamless E-Commerce and Customer Loyalty

By Jeanne Roué-Taylor

Context is quickly becoming the definitive item that makes the deeper relationships of e-commerce and customer loyalty so attractive to brands. That attractiveness is justified by the amount of contextual information that can be gleaned from customer relationships when the personalized data of loyalty programs meets the in-the-moment experience of e-commerce. The TIBCO Loyalty Lab integration for the Demandware Commerce platform makes it easy for brands to develop and launch a powerful customer engagement program, and gain that rich context faster with fewer IT resources than ever before.

E-Commerce and Loyalty 

Loyalty is a great match for e-commerce. The marketplace has higher expectations each and every day as more customers access more information across more channels, around the clock. Each commerce touchpoint is an opportunity to strengthen the customer engagement experience in ways that create better segmentation and more precise targeting while also offering a better customer experience.

This has to be a seamless experience for the customer across all channels. Customer loyalty programs are the perfect way to create right-time engagement while making your customers an enthusiastic part of the equation. As a bonus, customers who feel loyal to your brand are true fans and willing to be your brand advocates.

TIBCO Loyalty Lab is now a certified Demandware LINK partner. As a result, customer engagement attained through loyalty can be a part of a richly combined and seamless loyalty, browsing, and shopping experience. The loyalty information, vital to engagement and personalization, is used to present offers in the Demandware Commerce platform. Purchase data, key to segmentation and targeting, is sent to Loyalty Lab. We’ve empowered marketers to connect nearly any customer-facing touchpoint with the best possible way to motivate profitable customer behavior.

Download the datasheet to learn more.

To Supply and Demand, Add Context and Timing

By Jeanne Roué Taylor

We’ve spent most of our lives hearing about the law of supply and demand. Brands create supply through manufacturing and the building out of service capabilities. Through marketing, quality, and some amount of skill and good fortune, our customers demand our products. Can this well-tested, age-old law survive our times? Yes, but only if it adds two more components: context and timing.

A real-time marketing system does exactly that. The new supply chain is about more than goods and transactions—it is also about relevant marketing that takes into account the subtleties of what’s happening in the customer’s world.

Thanks to fundamental shifts in technology, the new laws look something like this:

Supply – What is my current inventory level? What inventory is stressed because of low sell-through or seasonality? Where are my services overstaffed? From where can I fulfill an order that makes the most sense cost- and timing-wise? Where should I stage my inventory for most efficient sell-through?

Demand – What are my hottest items that shouldn’t be discounted? What is the market talking about, and where can I join the conversation? What can I do to better capture the interest of my customer as both an individual and a refined segment of all of my customers?

Context – What are my customer’s buying patterns: When do they shop, how do they shop, and where do they make their buying decisions? What do their patterns reveal about what they’re most likely to buy next? Where is my customer at this moment? What are the ambient circumstances, like weather, seasonality, location (in store, near store, on web or mobile) that help answer the question, “Customer, what’s going on in your world, right now?”

Timing – When is my customer most likely to be receptive to communication? Do I understand their preferences, including means of communication and timing? Can I reach my customer at the right moment with the most relevant information? Real-time must be right-time marketing.

For marketers who were previously disconnected from the supply chain world, the new laws represent an opportunity to play a much bigger role in moving the brand’s needle. The new world of retail is far more mobile, far more contextual, and far more personal, making it a much more dynamic environment for doing business.

 

Know It in Real Time, Respond at the Right Time

By Jeanne Roué Taylor

Learn more on right-time vs. real-time marketing in this webinar and whitepaper

The customer loyalty marketing industry is under enormous pressure to react to changing customer preferences and behaviors and the speed at which data about both is accumulating. It’s becoming a customer-driven world, making that data ever more important to follow and understand. Customers shop whenever and wherever using Web, mobile and brick and mortar, and this inevitably leads to a conversation about “real-time” marketing data and response.

real time marketing clocks

It’s hard to talk about real time marketing without getting into a debate about what real time marketing really means. Even more, there’s a strong sentiment among software types and their customers that real time marketing isn’t necessarily the only timing that matters.

A Simple Definition

Let’s make it simple then, and say that real time marketing is about knowing what happens—as it happens—and the most appropriate time to respond to customers is best called “right time.” That’s not to say that right time isn’t sometimes real time. It just isn’t necessarily real time.

So if real time isn’t always right time, what decides what right time should be?

Right Time is About Context

Marketers shouldn’t act on every impulse to communicate with the customer, no matter how much speed might seem to be an advantage. Instead, the time for response needs to be decided by the context of the customer’s interaction with the brand. Responding too quickly can be creepy and feel like stalking, and making offers at times that aren’t convenient for the customer can create frustration. Context decides when the value of the interaction is high and aligned with both the customer and the brand’s goals.

Real Time Marketing Has Its Value

Context can also mean that real time is the best time, like when providing customer service, interacting via social media, engaged in gamification, or when a customer is about to cancel the relationship. These are the moments when having the tools to respond in real time increases relationship and provides revenue lift.

The best marketers have the information they need when they need it, be it real time or otherwise, and are able to determine the context that decides the best time for a response.

The New Detail of Retail Loyalty

by Chris Taylor – TIBCO

Retail has gone through enormous stresses in the past decade, with more to come. Just the normal ups and downs of local and global economies, supply chains and personal taste are a huge challenge. Add to that mix the increasing maturation of concepts like e-Commerce, Big Data, RFID and mobile.

Each of these would be a whopper to digest and together are changing the foundation of an ancient industry.

New ways to sell

Traditional in-store sales are combining with web, mobile and social. While the social channel may not be ‘here’, it is expected to become viable within a few years. This combination of channels can’t be managed as silos, as branding and look and feel need to be consistent for the customer (ie. mobile can’t just be dumbed-down Web) and for internal maintenance cost – which is why the implementation of retail loyalty is becoming more and more important.

In the store or kiosk, Near Field Communication (contactless communication between devices) is the simple way to speed purchasing and is used extensively already at Starbucks in combination with their loyalty app.

How much does speed of checkout matter? Studies show it makes a huge difference. I know my wife and I choose ‘self-checkout’ even if it’s slower simply because we feel don’t like standing in a line, dependent on someone else. We only have ourselves to blame and that’s fine.

Selling needs to take place at the time, place and pace that a customer desires.

New forms of retail loyalty

It was always a great idea to attract a customer once and sell to them many times. Loyalty programs were a way to lower the cost of customer acquisition. Today, loyalty programs offer something even more meaningful…contextual information about the customer.

Not just what they buy, but when they shop, demographics, product preferences and more. If you think Safeway gives discounts because you’re a loyal customer, think again. There’s a transaction going on when you give information that is just as valuable for them as when you buy.

What do they do with that information? They create a context for retail loyalty and commercial transaction that has several benefits:

  • Manages customer satisfaction more closely with direct (experience surveys, requests for feedback) and indirect (purchase patterns) measurements
  • Understands and confirms your loyalty patterns
  • Cross-sells and up-sells other products to increase revenue per transaction. This goal depends on getting the right offer to you in the right moment and through the proper channel to make your buying easy and natural/non-clumsy.

Click here to read more.

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