Loyalty marketers can help consumers plan for their planning
0 comments | 1552 reads When I worked for a consumer magazine, there was an occasional odd moment when I’d look at the calendar at this hot and humid time of year and think, in all seriousness, “I’m behind on my Christmas shopping!”
That’s because I was deeply involved in the magazine issues that would be delivered in November and December, even though the calendar was rather clear that the month was really July. That’s known in the magazine biz and elsewhere as “lead time.”
So I saw both good news and cautions in a recent survey from interclick, which concludes “that the poor U.S. economy will not keep vacationers away from their favorite destinations as Americans are expected to spend $86 billion this summer, an increase of 9% from last year.” It’s good to hear about positive summer-travel news, and the tip of the sun-shade cap to those marketers who anticipated that news. But “anticipation” is the key to my message. The interclick survey shows that “40% of vacationers report starting the planning process more than three months in advance, while only 20% plan less than one month away.”
Planning and goal-setting. In so many areas of consumers’ lives–not just in vacation planning–there are timelines of planning and anticipation. The accrual of points and other means of earning in loyalty programs toward pleasurable or useful goals echoes those timelines. So when 40% of consumers say they start planning for a goal a fiscal quarter in advance, loyalty marketers should align their program-earn marketing messages with that anticipation in mind. It’s more than a matter of timing the messages–dropping an email in April for a potential July expenditure is just a matter of calendar coordination. But as program members set their sights on aspirational goals that can be fulfilled by your rewards–from cashback to experiences to products related to their goals–you can set up communications that help them plan the planning.
Data analysis of purchase and redemption behavior can tell you what your customers may be planning. Help them with that planning by alerting them to engagement activity (i.e., earning points) that will reward them with redemption possibilities not only at the point of experience, but also at the point of planning for that experience.
Bill Brohaugh
- About Bill Brohaugh |
Connect:
- 1552 reads
0 comments »
Join the conversation!
MarketPlace
Boost Customer Satisfaction & Loyalty at SCORE 2013
[May 29-31, Boston] Customer experience management (CEM) strategy meets customer operations at SCORE Conference 2013. Topics include driving customer satisfaction and loyalty, employee engagement, customer retention, call center technology and big data analytics. CustomerThink members save $700 off the regular registration fee.
Digital vs. Human Banking Experiences: Can This Be a Happy Marriage?
[June 6] It's time for banking leaders to rethink how to nurture and grow customer relationships in an increasingly digital world. Get the results of a new study that revealed the CX practices of top performing banks. Learn how digital Innovations can enable more personal service.
[June 10-13, Chicago] If you are responsible for the results of your company’s website, social media, ecommerce, web intelligence, data strategy, audience research and/or measurement, then mark your calendar. Customerthink members save 15% off full conference passes with code CTKTO15.
[June 10-13, Chicago] PAW's program will feature over 40 sessions with case studies so you can witness how predictive analytics is applied at leading enterprises. Customerthink members save 15% off full conference passes with code CTKTO15.
Confirmit’s Community Conference ’13 – London and Las Vegas
[June 19-21, London; June 26-28, Las Vegas] Attending CCC ‘13 gives you an unrivaled opportunity to understand and address rapid industry changes and discover new techniques that can drive your business forward. Create a tailored agenda that explains how to overcome the challenges your business faces. Take advantage of excellent networking opportunities and face-to-face discussions with thought leaders.
Global Customer Experience Management (CEM) Certification Program
[Sept 19-20, Amsterdam; Sept 24-25, Sao Paulo; Nov 12-13, San Francisco] An internationally recognized program with proven track record of success - being run for 40 times in 17 cities with attendees from 58 countries, the program is developed based on the U.S. patent-pending Branded CEM Method which aims to drive customer loyalty and brand differentiation with quantifiable business results. Limited offer: USD300 early bird discount.
Customer Experience Certification
[Sept 24-26, London] If you’re developing a customer experience program or want to review your current approach, join other customer experience leaders for this intensive 2.5-day certification. Presented by Medallia, the global leader in customer experience management. Enter code ‘Cthink’ to save$300/£200.
Voice of Customer 2.0: Creating Change Your Customers and Employees Can Believe In
[Recorded April 25] Despite good intentions, in the majority of companies Voice of Customer programs contribute little to business success. Join us to learn the secrets to capitalize on Customer Experience feedback, so you can drive organization actions that will unlock profitable growth.
Get your event or resource listed in the MarketPlace, reaching 200,000 business leaders monthly.
For more information, contact
CustomerThink advertising sales.
Follow CustomerThink
The Future of Work - Please Give Your Input
CustomerThink is collaborating with Chess Media Group in a study about "The Future of Work" including the use of social/collaborative tools. Please take a few minutes to share your input. As thanks for your time, you'll receive a complimentary copy of the report.
Featured Resources
