Encourage Brand Loyalty
Manufacturers and Consumer Packaged Goods firms
traditionally developed customer loyalty through mass market and other indirect
marketing channels. Today, direct engagement is a required marketing element –
relationships with consumers can no longer be left solely to
your channel partners. Finding the right model for consumer relationship
building remains a challenge. Short term campaigns begin the dialog; but a
longer term vision extends the conversation and solidifies more valuable
consumer relationships.
The Consumer Products Challenge
Consumer product firms face two basic issues.
Identify - First you must figure out who your customers are. Fairly easy when you sell directly to consumers, but exceedingly difficult for your channel sales.
Engage - Consumers have high expectations. Marketers must understand
the "give-to-get" equation and reward their consumers' loyalty and engagement
by increasing the value and relevance of interactions by listening, processing
and responding in ways that show commitment.
The Loyalty Lab Approach
Unlike direct retail sales, consumer data and insights may
come from a variety of sources, with a wide range of depth and format. Loyalty
Lab built a powerful data capture model that recognizes interactions in the
channels that product marketers currently employ. Whether the dialog is focused
on social media, sweepstakes registration, advergaming or product registration,
Loyalty Lab’s platform captures, maintains and integrates that information over
the consumers lifespan.
Features
Consumer brands require tools that make it easy for them to
engage directly with the consumers that enjoy their products. Loyalty Lab
provides the means of capturing those interactions and the infrastructure to
generate insights, proactively communicate with targeted messaging and manage
formal rewards programs that recognize and reward consumers’ loyalty.
- Comprehensive item and activity tracking using Loyalty Lab Link™, which coupled with other Loyalty Lab products provides everything needed for a multi-channel relationship marketing program
- Powerful loyalty program features such as point accrual,
clubs and reward catalogs
- Generic event capture connects today’s marketing tools
directly to the data model
- A long term customer view extends the dialog from campaign
to campaign
Benefits
Consumer marketers can no longer stand on the sidelines and
cede their consumer relationships to their retail channel partners. Loyalty
Lab’s products and experience consistently deliver value through:
- Programs that drive high rates of consumer capture
- Visibility into consumer behavior over time through relevant engagement across multiple campaigns
- Higher rates of return on marketing campaigns
- Stronger levels of word-of-mouth and viral behavior