STRATEGIES FOR SUCCESS: A customer-centric approach to ...
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AN EXCLUSIVE RETAILWIRE WEBINAR, SPONSORED BY: STRATEGIES FOR SUCCESS: A customer-centric approach to loyalty marketing
Transcript of STRATEGIES FOR SUCCESS: A customer-centric approach to ...
AN EXCLUSIVE RETAILWIRE WEBINAR, SPONSORED BY:
STRATEGIES FOR SUCCESS:
A customer-centric
approach to loyalty
marketing
Moderating
Al McClainCEO, Co-founder, RetailWire
Al McClain has spent 30+ years in the retail, tech, and CPG spaces. Al's career
highlights include sales and management stints with Luzianne-Blue Plate Foods,
Bestfoods, Red Rose Tea, and Progressive Grocer (Trade Dimensions and Retail
Insights divisions).
Al has also spoken extensively at industry events such as Shoptalk and for the
National Grocers Association, the Institute for International Research, the
Magazine Publishers Association, and the Category Management Association. He
has written for publications such as Nielsen Wire, Loyalty Management and
Forbes.com.
About RetailWire
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over 125 RetailWire BrainTrust panelists.
Strategies for Success: A customer-centric approach to loyalty marketing• Bindu Gupta, Loyalty & Marketing Strategist, Comarch
Panel Discussion:
• Bindu Gupta, Loyalty & Marketing Strategist, Comarch
• Lauren Goldberg, Principal, LSG Marketing Solutions
• Liz Crawford, VP Planning, TPN Retail
Audience Q&A
Today’s agenda
Bindu GuptaLoyalty & Marketing Strategist, Comarch
Bindu is a trusted advisor, subject matter expert and thought-leader
who is leading the loyalty marketing consulting practice for Comarch in
New York. Her focus has always been to create optimal experiences
across consumer's lifecycle and ensure customer-centricity. She has
been developing research and data-driven actionable marketing
strategies for clients in diverse industries and driving customer
engagement and ROI for over 9 years.
Featured presenter
STRATEGIES FOR SUCCESS A customer-centric approach to loyalty marketing
Bindu Gupta
Loyalty & Marketing Strategist
IN A NUTSHELL
THREE PILLARS OF SUCCESSFUL LOYALTY MARKETING
1. CONSUMER PSYCHOLOGY 2. ORGANIZATION
CULTURE 3. LOYALTY STRATEGY
01UNDERSTANDING CONSUMER PSYCHOLOGY
The emotional dimension intensifies
in times of crisis which means buying decisions are
also impacted.
Emotional
Consumers do not make decisions
in a rational manner.
Irrational
TRIO OF BUYING STATES
PANIC BUYING
SOCIAL BUYING
FROZEN BUYING
Brands cannot just talk the talk – they need to walk
the walk and demonstrate what they s tand for and
support through their actions.
Foster Goodwill
Brands should provide opportunities for consumers to
become part of the movement through charitable
donations and actions they can take to do their part.
Extend the Movement
Brands can use their resources to bring communities
together and create content that will help them get
through uncertain times.
Care for Community
02ADOPTING A CUSTOMER-CENTRIC CULTURE
WHAT IS CUSTOMER-CENTRICITY?
Customer
Brand Value
Organization Structure
Mission Statement
Strategies
TOP 3 WAYS TO ADOPT A CUSTOMER-CENTRIC CULTURE
Be passionate about serving customers
Start with what customers want & need and then use that data to develop relevant products and services
Break down silos to increase data transparency across the organization and provide a 360° view of the customer
03BUILDING A CUSTOMER-CENTRIC LOYALTY STRATEGY
HOW SHOULD THE LOYALTY STRATEGY SUPPORT CUSTOMER-CENTRICITY?
Understand the customer journey to provide seamless and emotional experiences.
Personalize every customer interaction with the power of data & technology.
Build a loyalty program focused on the customer's needs by giving them the power to choose.
A GUIDE TO BUILDING CUSTOMER-CENTRIC LOYALTY PROGRAMS: 16 ACTIONABLE STRATEGIES
Al McClainCEO, Co-founder,
RetailWire
PANEL DISCUSSION: Customer-centric loyalty marketing
Bindu Gupta
Loyalty & Marketing
Strategist, Comarch
Lauren Goldberg
Principal,
LSG Marketing Solutions
Liz CrawfordVP Planning,
TPN Retail
Lauren GoldbergPrincipal, LSG Marketing Solutions
Lauren Goldberg has over 15 years’ experience developing customer-centric marketing programs that drive omni-channel sales for regional and national retailers. Most recently, Lauren served as a Sr. Director, Marketing for Office Depot, leading the reinvention of the retailer's national loyalty program. Lauren has also held marketing positions at RaceTrac Petroleum, Fruit of the Loom and The Sports Authority. In her past roles, she has activated sales-driving partnerships with leading consumer goods brands, such as HP, Coca-Cola and Nike, as well as sports and entertainment properties, including professional athletes & sports teams, amateur sports leagues and theme parks.
BrainTrust panelist
Liz CrawfordVP Planning, TPN Retail
Liz Crawford is the author of “The Shopper Economy” (McGraw-Hill), which won UK-based Expert Marketer Magazine’s Silver Award. She brings over 20 years in brand management and consulting experience with a concentration in innovation. Her concept and new product launch, Lysol Antibacterial Kitchen Cleaner, won the Edison Award for New Products. She has launched over a dozen new products into the CPG market.
Her clients over the years have included Publix Supermarkets, Bausch & Lomb, Kimberly Clark, Safeway, MeadWestVaco, Kraft, P&G, Dannon, Johnson & Johnson, Pfizer, Nabisco, Colgate, Ford Motor, Pillsbury, and Lipton.
BrainTrust panelist
Audience Survey
#1: The Reset
The pandemic has been punishing for
many brands and retailers but has also
provided an unprecedented opportunity
to “reset” their customer relationships.
Do you see loyalty marketing changing
for the better as a result of 2020’s
changes at retail? If so, how?
PANEL DISCUSSION: Customer-centric loyalty marketing
Audience Survey
#2: Consumer-direct Advantages
Nike is breaking its wholesale ties with
Zappos and other retailers to focus more
on its consumer-direct business, and
loyalty memberships are a big part of
their strategy.
At this time, do brands (e.g., Nike) or
retailers (e.g., Zappos) have the upper
hand in creating more customer-centric
loyalty programs?
PANEL DISCUSSION: Customer-centric loyalty marketing
Audience Survey
#3: In Brands We Trust
Phil Rubin, CEO of rDialogue, wrote on
RetailWire, “In a COVID and post-virus
world, the emotional relevance of a
brand is and will be intrinsically tied to
trust,” citing how Amex backs up its
customers when they dispute charges.
Do you agree that trust has gained more
currency in our current environment?
What tools can loyalty programs use to
better instill trust?
PANEL DISCUSSION: Customer-centric loyalty marketing
Al McClainCEO, Co-founder,
RetailWire
PANEL DISCUSSION: Customer-centric loyalty marketing
Bindu Gupta
Loyalty & Marketing
Strategist, Comarch
Lauren Goldberg
Principal,
LSG Marketing Solutions
Liz CrawfordVP Planning,
TPN Retail
QUESTIONS FOR THE PANEL
For more information
RetailWire:
Al McClain
(561) 398-0613
TPN Retail:
Liz Crawford
tpnretail.com
Comarch:
Bindu Gupta
917-208-2139
LSG Marketing Solutions:
Lauren Goldberg
lsgmarketingsolutions.com
Thanks for attending!
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Take our brief post-
webinar survey.
And look for this Comarch
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