The second study for the International Journal of Resear uk phone number database ch in Marketing analyzed 358 retail brands across 27 different countries.
The impact of the customer loyalty programs on sales
Half of the companies reported a positive impact on sales. What’s more interesting is that researchers also found a more positive effect from basic loyal program variants ‒ the ones that offer direct and immediate rewards.
2. Evaluate the available customer data. After identifying a group by a certain attribute, ask yourself if this segment is useful. How can I engage these users? Or assess the data from the other side: think of a compelling offer, and then analyze whether you have enough information for such a method. For example, you want to offer the user to pick up the goods from the nearest delivery point, but you don't know their location. Revise the customer journey and decide where you can ask them for this information.
3. Choose appropriate customer segmentation models. Some marketers recommend limiting your target group to three attributes. Others follow The 5 W's method, answering 5 questions that begin with the letter W:
who is in the target segment?
what do these users want to get?
where might they need my product or service?
when is the purchase more likely to happen?
why should customers choose my product or service?
As you delve deeper into working with segmentation, you will find many interesting approaches. All you have to do is choose the ones that are best suited for your business.
4. Be flexible. Instead of static lists, create dynamic groups in which contacts are updated when attributes change. This will ensure that the appropriate message is always delivered to the right segment. Constantly evaluate the results and, if necessary, make changes to the segmentation strategy. A/B testing will help you get better performance.