From acquisition to engagement, conversion, and ultimately loyalty, a marketer’s work is never done. In a perfect omnichannel world, social media, display advertising, and loyalty programs work seamlessly together across all touchpoints.
In an ideal world, all marketing efforts are supported by data, everything is personalized to the individual shopper, and all activities are attributable. In the real world, for most, this is not the case. Despite a wide range of technologies available to support acquisition, retention, and overall user experience efforts, too many retailers and brands are still working on getting the basics right.
During the height of the COVID-19 pandemic, the drastically increased demand for online shopping meant acquisition numbers increased for many retailers and brands. Today, those same organizations are challenged with how to retain these new customers. As a result, loyalty programs and retention marketing strategies have gained renewed focus and making their way to the top of the digital roadmap.