In surveying 1,000 U.S. consumers, the social media management platform Sprout Social found that 86% believe transparency from businesses is more important now than ever before, and more than half say they want brands to be more transparent on social media.
Location marketing is changing the way people shop in the real world, potentially decreasing the role loyalty plays in purchasing decisions as consumers prioritize convenience. According to the results of a new study commissioned by the location marketing platform Uberall, 82% of shoppers have done a “near me” search on their smartphones.
A new report from loyalty marketing firm Kobie Marketing provides cutting-edge insight on the habits and preferences of consumers vis-à-vis the loyalty programs brands are trotting out to capture customers’ attention at a time when retail giants with vast digital resources loom large. We have the highlights.
“Increasingly, brands are being judged by the experience they deliver as much as the product,” said Paul Murray, Dunkin’ brands director of digital experience. “This is a really good example for us where we’re delivering on a great product and we’re also delivering on the experience, and we’re leveraging new technology to do it.”
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As retailers grapple with finding ways to reinvent the real world shopping experience, some are revisiting their loyalty programs, which have gotten stale over the years. Neiman Marcus, Macy’s, and Sephora are just a few of the well-known brands trying to create added value by offering services through their loyalty programs.
Trends and fads are common in the quickly-evolving local marketing industry, but it appears that loyalty programs are here to stay. So what’s the secret to keeping customers loyal in 2017? To find out, we went directly to the experts and asked what trends they’re seeing within the local merchant community.
New loyalty entrants are looking to make life simpler for the thrifty with suites of services that stretch from the marketer all the way to a consumer’s wallet. And some of those, like Klosebuy, are focusing local — targeting the SMB by giving them the power over loyalty programs once reserved for the big guys.