Magazine article Marketing

Frontline

Magazine article Marketing

Frontline

Article excerpt

Highly targeted digital marketing can help brands retain customer loyalty, writes Simon Miles.

Building a cohort of loyal customers is key to the success of any brand - it always has been. What's changed is that today's post-recession shoppers are spend-savvy and unlikely to change their ways any time soon.

In this climate, retaining brand loyalty right through to the point of purchase is a big challenge, particularly for FMCG brands.

The question of where and why customers spend their money is 'marketing 101', yet the proliferation of digital technology can afford brands new insight into these age-old questions by giving them vast amounts of new customer-profiling data.

Digital allows brands to be smarter in how they create the perception of value across different customer demographics - for example, price promotions to specific audiences at key times of purchase.

We have applied this thinking to 'the Diet Coke break'. Digital enables us to incentivise shoppers to take one by delivering mid-morning promotions to office workers through social or mobile channels. If a shopper doesn't fit the demographic, then they don't receive the promotion. This is a far more targeted, and potentially profitable, promotions strategy aimed at creating bespoke, personalised offers for different audience groups.

Of course, shoppers should not be disadvantaged for displaying loyalty Again, it's about the perception of value. For a loyal customer already prepared to pay the standard price for a product, it's better to enhance the value proposition by giving other incentives to purchase, such as unique digital content like videos, competitions and apps, as a reward for their loyalty. …

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