Loyalty in the Enterprise: This is Part Two of a series on loyalty best practices in the Enterprise. Read Part One and discover what are the Four Holy Grails of Marketing.
Indoor mapping of consumer location is the latest arrow in the quiver of the retail marketer. When marketers know where things are happening, they can develop interesting patterns for where to put resources like people, signage and information technology. Geolocation also provides the remarkable ability to spot the patterns that predict what to expect from consumers, and can be tested and continuously refined based on effectiveness and cost.
Marketers can also send messages directly to the consumer based on where they are in that very moment. They can say, “Hey, you were in Aisle 5 and showed interest in that new phone—here’s an offer for 10% off.”
Service versus stalking
But where does it start to look like stalking and less like helpful service? The difference between creepy and convenience is found in whether consumers are knowingly and willingly sharing details about their path through the store, mall or city, and how long they spend in any one spot. When they’re not agreeing to this level of data collection and use, the outcome looks much more like Big Brother.
Pretty soon, they’re not agreeing to share their location and turning off that app that tracks their location. Who wants that? [Read more...]
For years I have collected miles with a few different airlines, but have managed to fly only twice using my miles. Here, in one sentence, you have the problem with airline loyalty programs, but also my loyalty strategy.
Getting the right information on demand is an eternal problem of today’s knowledge workers, and will only grow. Lack of knowledge causes a delay in decision-making, and ultimately leads to bad decisions. This is the essence of the 
When it comes to shopping, today’s consumers are in control, with more choices and more options than ever before. It is no longer enough to offer a good selection of merchandise at an attractive price because customers want “experiences” to go with the products they buy.
Recently, my daughter was in the market for a dress and her experience with the retail store was so positive, she 
There’s a 
In 2012, on the two biggest shopping days of the year, Black Friday and Cyber Monday, sales grew by 26% and 20% from the previous year. Don’t believe the apocalyptic news hype, retail is not dying, not even close. Retail is evolving to giving the customer exactly what they want, when they want, and how they want it. If customers don’t want to go to your store, they shouldn’t have to. If they want to shop on their phone or tablet, you need to fully support that.
