In an age where customer loyalty can be a hard thing to keep, most consumers have learnt to chase bargains rather than stick to a certain brand, thanks to the majority of FMCG retailers putting immediate profits as a priority over repeat custom. But when you look at the bigger picture, it’s plain to see: loyal customers might stick to a certain brand, but when it comes to stores, they’ll head for the closest one available.
It might be tempting to go for the quick way out when it comes to the promotion of products – but if you take a moment to sit back and think about what will benefit your customers, you’ll soon find that your first instinct when it comes to promotions isn’t the right one. If you have a product you know your competitors don’t stock – or one that is particularly appropriate – choose promotions that foster customer loyalty, rather than an immediate discount that your competitors will soon aim to undercut.
Who are you marketing to?
A huge part of shopper marketing is knowing who is actually shopping in your stores, and by extension what is working for them, and what isn’t. Understanding the behaviour, and needs, of the consumers in your store goes a long way towards knowing what will make them be more loyal to your business. Once you have that understanding, you can plan promotions, POS and value-adds accordingly, rather than doing the same as everyone else.
Consider utilising rewards technology, such as SwiftReceipt, as an extension of what you can provide in-store. Not only does this give you an additional opportunity to connect with your customers, it also gives you a greater idea of what makes your customer tick – and what promotions and marketing will really work for them. Digital receipt validations are more than just a fad; they can provide a great deal of valuable information that only takes a second of your customer’s time.
Looking for a new way to connect with your customers? SwiftReceipt can give you that insight. Find out more.