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Loyalty

Clarus Commerce expands into UK with London office

US-based retail customer loyalty specialist Clarus Commerce is stepping out of its Connecticut base with the opening of an office in London as part of an international expansion drive.

The company says the move changes its profile both in the US and internationally at a time when its product make-up is also changing – existing Clarus programs such as DeliveryDeals will continue to service clients, but its ‘premium loyalty’ programs are a big focus moving forward.

Clarus says premium loyalty programs offer consumers more benefits and personalisation compared to traditional transaction-based loyalty programs, which it says are becoming less effective and impactful.

After nearly two decades of operation in the US, Clarus says its expansion to the UK solidifies its commitment to having a physical international presence.

“Hopefully, this is the first step of a long sales cycle to expand our footprint beyond the two countries,” said Michael Iannucci, SVP of Business Development and Client Services at Clarus. “We see a market that is currently under-served as far as Premium Loyalty is concerned. Eventually, our London office will be a hub for further expansion into the rest of Europe. Our ultimate goal is expansion outside of the UK.”

Clarus’ says its goal is to help retailers engage with and understand their best customers by collecting data that can turn shoppers into brand ambassadors.

This is achieved through building and managing Premium Loyalty programs that offer Amazon Prime-style benefits, discounts, and exclusive content.

 

Personalisation to substantially spur digital coupon growth by 2021…

A new study from the digital market research specialists, Juniper Research has found that the number of coupons issued via mobile and online channels will grow by more than 60 per cent over the next five years – increasing from 224 billion in 2016 to an estimated 362 billion by 2021.

The ‘Mobile & Online Coupons: Loyalty & Beacon Engagement 2016-2021’ report indicates growth in digital coupon volumes is mainly attributed to a greater retailer emphasis on the provision of highly targeted, personalised offers to consumers; as well as brands deploying artificial intelligence applications which can interact with consumers via social media and messaging applications such as Facebook Messenger.

A wide-scale deployment of beacons – Bluetooth devices which can send offers to consumers whilst they shop – have been constrained, as research author, Lauren Foye explains how beacons enable retailers to collect valuable and relevant data points: “For retailers one of the major tools is knowing their customers. Tracking user movements in store via beacons allows for targeted marketing and offers, this can also aid in providing invaluable data and statistics to a company, this then later applied to drive sales.”

Read the full report here