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Mapping the Data Path: A 360-Degree Approach to Omnichannel...
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64% of millennials use loyalty programs (based on downloaded mobile apps from hotels). 2 62% of US online adults have chosen, recommended, or paid more for a brand that provides a personalized service or experience. 3 80% of American shoppers say they’re more likely to become loyal to retailers with a seamless experience across devices.” 4 84% of global retailers indicated they think a consistent customer experience across channels is very important. 5 Engaged customers are 23% more profitable, offer 55% higher share of wallet and have 63% lower attrition. 7 Cross-channel loyalty programs just work better! 15% to 30% more spend per customers. 8 14.6% increase in annual revenue. 9 13% improvement in customer retention. 9 Walking the Path to an Omnichannel Loyalty Program Creating an integrated system for disparate data from management systems, POS locations and all customer interactions is daunting. It’s important to think in stages. Even incremental adjustments offer substantial gains. The building blocks of an omnichannel loyalty program are: • Agnostic software that extends across all existing systems. • Aggregating data across all touchpoints in real time. • Enrollment, accrual and redemption across all channels. • Servicing customer connections through all channels. • Continuous learnings from all programs. • Capture behavioral and transactional data. • Consistent customer experience. Resorts & Hotels Gaming Shopping & Retail Dining Entertainment A quick-service restaurant chain recorded a 25% higher average order size from web and mobile apps after launch. 6 The Omnichannel Void lost sales and opportunity costs. 10 of customers expect similar experience regardless of channel used. 10 deliver inconsistent branding experience across channels. 10 49% 42% 35% Mapping the Data Path: A 360-Degree Approach to Omnichannel Loyalty Today, no one questions the value of a loyalty program for increasing revenue and customer retention. Consumers also see real value. That American consumers hold over three billion memberships in loyalty programs is clear proof; it means, on average, every American has participated in about a dozen loyalty programs. Unfortunately, most companies are under-utilizing their loyalty programs and under-serving their patrons. What’s lacking is a means of making disparate data actionable. They are not delivering on the promises of omnichannel loyalty – real-time rewards, perfectly tailored offers and personalized customer experiences – the seamless integration across touchpoints that drives engagement. Only 11% offer personalized rewards based on a customer’s purchase history or location data. 1 Just 25% of loyalty programs reward customers for some form of engagement. 1 • Multiple touch points • 360º view of data • Works across all channels • Real-time data capture OMNICHANNEL 360 MEANS: Online Mobile Onsite 1 Cap Gemini Consulting, “Reinventing Loyalty Programs” 2 Deloitte, 2014 Hotel Customer Loyalty Survey 3 Forrester, “Customer Experience In Hospitality: Embrace Customer Data And Elevate The Guest Experience” 4 Research from Ecommerce agency Corra, 2013 5 https://www.pingidentity.com/en/resources/infographics/security-in-an-omnichannel-world.html 6 National Restaurant Association, “Big Data and Restaurants: Something to Chew On” 7 Source: Gallup, State of the American Consumer: Insights for Business Leaders Report 8 Source: International Data Collection (IDC) 9 Omer Minkara: “Customer Engagement: From Interactions to Relationships” 10 http://www.epicor.com/HOST/NA/AAIOMNICHANNELRETAILEXP.PDF HOUSE ADVANTAGE When You Go Omnichannel, You Don’t Have To Go It Alone But going omnichannel doesn’t have to happen all at once. And, the build-out does not require a complete transformation of your existing systems. House Advantage HALo is one example of a universal platform that loyalty marketers can deploy to aggregate and leverage real-time patron data from across the enterprise without disrupting existing systems, reinforced by expertise in loyalty marketing strategies and deep real-world experience, already applied to some of the world’s most successful entertainment brands. To learn more visit: www.houseadv.com. With the right software platform, integration tools and strategic guidance, the ability to transform customer data into omnichannel engagement, in real time, is achievable today and offers tremendous upside potential for loyalty marketers who wish to increase customer engagement, generate vital business intelligence and boost per-customer wallet-share. House Advantage can help you take the first step toward omnichannel loyalty.
Transcript of Mapping the Data Path: A 360-Degree Approach to Omnichannel...
64% of millennialsuse loyalty programs (based on downloaded mobile apps from hotels).2
62% of US onlineadults have chosen,recommended, or paid more for a brand that provides a personalizedservice or experience.3
80% of Americanshoppers say they’re more likely to become loyal to retailers with a seamless experience across devices.”4
84% of global retailers indicated they think a
consistent customer experience across
channels is very important.5
Engaged customersare 23% more
profitable, offer 55% higher share of wallet
and have 63% lower attrition.7
Cross-channel loyalty programs just work better!
15% to 30% more spend per customers.8
14.6% increase in annual revenue.9
13% improvement in customer retention.9
Walking the Path to an Omnichannel Loyalty ProgramCreating an integrated system for disparate data from management systems, POS locations and all customer interactions is daunting. It’s important to think in stages. Even incremental adjustments offer substantial gains. The building blocks of an omnichannel loyalty program are:
• Agnostic software that extends across all existing systems.• Aggregating data across all touchpoints in real time.• Enrollment, accrual and redemption across all channels.• Servicing customer connections through all channels.• Continuous learnings from all programs.• Capture behavioral and transactional data.• Consistent customer experience.
Resorts & Hotels
Gaming
Shopping &Retail
Dining
Entertainment
A quick-service restaurant chain
recorded a 25% higher average order size from
web and mobile apps after launch.6
The Omnichannel Void
lost sales and opportunity costs.10
of customers expect similar experience regardless of channel used.10
deliver inconsistent branding experience across channels.10
49% 42% 35%
Mapping the Data Path: A 360-Degree Approach to Omnichannel Loyalty
Today, no one questions the value of a loyalty program for increasing revenue and customer retention. Consumers also see real value. That American consumers hold over three billion memberships in loyalty programs is clear proof; it means, on average, every American has participated in about a dozen loyalty programs.
Unfortunately, most companies are under-utilizing their loyalty programs and under-serving their patrons. What’s lacking is a means of making disparate data actionable. They are not delivering on the promises of omnichannel loyalty – real-time rewards, perfectly tailored offers and personalized customer experiences – the seamless integration across touchpoints that drives engagement.
Only 11% offer personalized rewards based on a customer’s purchase history or location data.1
Just 25% of loyalty programs
reward customers for some form of
engagement.1
• Multiple touch points • 360º view of data • Works across all channels • Real-time data capture
OMNICHANNEL 360 MEANS:
Online
Mobile
Onsite
1 Cap Gemini Consulting, “Reinventing Loyalty Programs”2 Deloitte, 2014 Hotel Customer Loyalty Survey3 Forrester, “Customer Experience In Hospitality: Embrace Customer Data And Elevate The Guest Experience”4 Research from Ecommerce agency Corra, 20135 https://www.pingidentity.com/en/resources/infographics/security-in-an-omnichannel-world.html 6 National Restaurant Association, “Big Data and Restaurants: Something to Chew On”7 Source: Gallup, State of the American Consumer: Insights for Business Leaders Report8 Source: International Data Collection (IDC)9 Omer Minkara: “Customer Engagement: From Interactions to Relationships”10 http://www.epicor.com/HOST/NA/AAIOMNICHANNELRETAILEXP.PDF
HOUSEADVANTAGE
When You Go Omnichannel, You Don’t Have To Go It AloneBut going omnichannel doesn’t have to happen all at once. And, the build-out does not require a complete transformation of your existing systems. House Advantage HALo is one example of a universal platform that loyalty marketers can deploy to aggregate and leverage real-time patron data from across the enterprise without disrupting existing systems, reinforced by expertise in loyalty marketing strategies and deep real-world experience, already applied to some of the world’s most successful entertainment brands.To learn more visit: www.houseadv.com.
With the right software platform, integration tools and strategic guidance, the ability to transform customer data into omnichannel engagement, in real time, is achievable today and offers tremendous upside potential for loyalty marketers who wish to increase customer engagement, generate vital business intelligence and boost per-customer wallet-share. House Advantage can help you take the first step toward omnichannel loyalty.
