Cross-channel Loyalty

Cross-channel Loyalty

Cross-channel Loyalty

Cross-channel marketing is the use of one marketing channel, such as direct mail or internet, to promote another channel, like retail. Research shows that the number of cross-channel customers has grown in recent years, and the good news is that they tend to be more "valuable" than single-channel shoppers, because they buy and spend more.

As a result, customers expect loyalty programs to "span" all channels. Experts agree that from a strategic perspective, every retailer and multichannel merchant should reward customers across all channels. In the past, they may have only rewarded customers for convenience, such as using a merchant credit card; but businesses are now beginning to realize the benefits of other types of transactions and connections.

Additionally, partners should get incentives from brand sponsors, to encourage collaboration instead of competition. They all share a common goal, which is to satisfy the end-user.

Suggestions for "courting" cross-channel loyalty:

Laying the Groundwork the first step is to see whether there's an opportunity for greater purchase frequency and customer retention. Then determine the type of program that's most appropriate for the brand. For example, a discount program vs. a points program. Include value-added services, and a customer database is extremely useful. Suppliers can be instrumental in providing marketing and tech support, as well as purchase incentives and sales reward programs.

Start Up - it takes from 6 months to a year to plan, test, and roll out a cross-channel loyalty program. Research indicates that consumers place a high value on loyalty programs, but you have to make sure it's financially rewarding for the company too. And believe it or not, the program name has to be attractive. Another good idea is to have one consistent program that all brand channel members participate in.

Putting it to the Test take a representative sample from multiple customers and channels, to see how it's working. Have a control group to compare and measure. Let the sponsor/manufacturer coordinate, facilitate, and reward partner efforts. It doesn't take long for a mutually (and multi) beneficial program to take off. Then you can determine program requirements and adjust accordingly.

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