Post Covid Strategies: Keep Customers and Perfect Data Collections

Consistently delivering on the brand promise requires retailers to maintain perfection on multiple fronts. This Retail TouchPoints report will look at some of the most important advice retailers need to follow as they build customer loyalty, including:

• Hanging on to new customers: The past year has changed what many shoppers are looking for, and retailers need to understand both why some customers strayed and what attracted others to the brand to maximize their customer base in the long term;

• Creating a unified view: Shoppers will no longer put up with personalization failures, such as delivering ads for couches in response to purchasing one, so retailers need to make sure they’re accurately offering value with their loyalty propositions;

• Perfecting data management: Data is at the heart of loyalty, and shoppers understand both its value and the associated dangers — which means getting data collection and privacy protection right is as much a part of generating loyalty as putting that information to use; and

• Making sure the shopper comes first: The most advanced loyalty offering is just a pile of unfulfilled promises unless it results in material benefits for the customer, so they need to be kept in mind from the landing page to the checkout line.