It’s one of the most important questions facing marketers: “How can I forge deep, lasting relationships with my customers that drive bottom-line growth?” Customer engagement agency Rosetta and business intelligence service L2, Inc. bring marketers closer to the answer with the release of a new study that examines the key pillars of customer engagement.
Developed in conjunction with Rosetta, the L2 Customer Engagement Report Series includes reports on digital CRM and loyalty programs that span data capture, targeting, loyalty program design, and global integration. It examines trends, best practices, and case studies in digital marketing across industries to provide insight into key factors in successful customer engagement programs, which represent the connective tissue for deeper, more mutually beneficial interactions between brands and consumers.
The four reports, based on L2’s extensive database of over 3,000 consumer brands worldwide, capture general marketing trends as well as variances between industries. Key insights from the series include:
- Data and targeting capabilities are a loyalty program’s best assets. The program itself can be used to effectively aggregate customer information that is otherwise untapped and siloed across an organization.
- The majority of brands in Fashion, Sportswear, Watches & Jewelry, and Big Box retail require 0–6 data fields on account sign-up; many fail to utilize implicit sources of data to replace or supplement data input by consumers.
“A lot has already been said about Big Data, but it’s not about the amount of data, it’s about the right data. Start with a variety of data sources and add more over time, building toward a 360-degree view of the customer. Each additional data source is like an IQ boost to your messaging.”
— Joe Lozito, Chief Technology Officer, Rosetta
- Overall, brands across L2 Indices miss the opportunity to optimize email. Beauty leads in personalized welcome emails at only 37% while Sportswear leads in abandoned cart emails (51%), followed by Specialty Retail (44%) and Fashion (36%).
- An estimated 78% of Specialty Retailers, 78% of Big Box retailers, and 82% of U.S.-based Department Stores have some degree of site personalization.
“Brands must orient their approach to customers as individuals, and incorporate every shred of available data to deliver the ideal personalized brand experience. Acknowledging and servicing the different needs for different customers at different times leads to true customer engagement.”
— Drew Kurth, SVP East Region, Rosetta
- Out of 100 select retailers studied across categories, 41 brands offered transactional loyalty programs in 2014, allowing members to earn rewards or points on purchases in-store and online.
- More than half of the 41 retailer transactional loyalty programs studied are tiered, with consumers unlocking a new set of rewards and services as they reach established thresholds; most are in Apparel and Accessories (10 brands) and Department Store verticals (all eight brands).
- Roughly 70% of tiered programs are comprised of Aspirational (10 brands) and Prestige (six brands).
“Loyalty must deliver a meaningful value exchange between your customers and your brand. This value exchange, optimized over time, will create sustainable relationships that increase the worth of the relationship for both your customers and your brand.”
— Katherine Battle, SVP Strategic Planning, Rosetta
- While email marketing is used internationally, it has region-specific limitations. For example, consumers in Europe trust email marketing less and in China deliverability is a major obstacle to email.
- With consumer preferences leaning to mobile messaging platforms, such as WeChat, brands are also using these platforms as supplemental or alternative modes of one-on-one communication.
“Striking the right balance between global and regional decisions is critical. While having consistent global branding and program strategy is preferred, it needs to be balanced with local knowledge of the triggers that are going to maximize customer engagement.”
— David Worth, EVP Global Strategic Planning, Rosetta
Consumers’ needs are rapidly evolving, and it’s causing marketers to prioritize investments in customer engagement across CRM, loyalty, and email while facilitating the integration of data silos. As brands develop customer databases, registration data, purchase history, loyalty programs, and in-store data collection, they can leverage these insights to personalize communications and increase customer engagement—ultimately driving growth and profitability. These reports provide the hard data and trend analysis crucial to making the investment decisions that will affect marketers’ ability to keep up with a rapidly changing landscape.
For more information on these reports, please contact Rosetta’s Katherine Battle at firstname.lastname@example.org.
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For more facts and figures on the value of Customer Engagement, download the Rosetta Consulting white papers: