How Online Retention Programs Are Helping Brick and Mortar Stores Survive

Oct 10 2017

Beth Foster

We’ve all heard the rumours: brick and mortar stores are unnecessary in a digital world, retail giants are destined for bankruptcy, and the end of physical retail is upon us. While it’s unlikely that clicks will mean the end of bricks, mobile access and the rise of ecommerce has dramatically changed the retail landscape over the last few years. Customers are now demanding the convenience and accessibility of digital stores, and competition for consumer dollars is more fierce than ever before. 

Why loyalty-card programs should just die

Three ways to build customer trust without stamp cards
How many loyalty cards do you have in your wallet? Between coffee-shop stamps and gas station points and consumer rewards, it’s likely there’s quite a few (in fact, the average American is a member of 29 loyalty programs — even though they’ll only use half of them this year).

The Post-Purchase Brand Experience

Seventy-nine percent of consumers say they’re likely to opt for in-store pickup of an online or mobile order (up 30% from five years ago). Even if free shipping is an option, that percentage only drops by two points. Meanwhile, the same percentage of consumers say they’re likely to take advantage of in-store returns if available. So, with digital sales growing at a faster rate than comp store sales, the store’s role as a fulfillment and return center is becoming more prevalent.

5 stages to building customer loyalty

There are a number of stages that people experience in developing a relationship. At each stage, there is often a decision (sometimes more thoughtfully arrived at than others) to move forward to the next level or to end the relationship completely. As a digital marketer, it’s important to remember that a long-lasting customer relationship takes time and trust; and trust takes a lifetime to build and a second to break.

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