Retail Today: Same Difference


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Retail Today: Same Difference

See retail in any country across the world, and you realise that consumer challenges are local, even when they are global

One recent story I read detailed the issues Indonesian merchants face in trying to maintain loyalty at a time when consumers collect loyalty cards as if they are coupons. The customers have learned to use different programmes at different times, depending on the offer or price promotion.

What these savvy customers are doing, of course, has nothing to do with loyalty. Any sharp loyalty programme operator should recognise this fact before even attempting to change behaviour. To gain dedicated customers – not bargain hunters – marketers must first address the underlying problem, which points to a lack of engagement. Temporary solutions, such as occasional sales or discounts, may be born of good intentions, but they aren’t designed to fulfill the ultimate goal: enduring customer loyalty.

Read the full story here.

Republished with author's permission from original post.

Bryan Pearson
Retail and Loyalty-Marketing Executive, Best-Selling Author
With more than two decades experience developing meaningful customer relationships for some of the world’s leading companies, Bryan Pearson is an internationally recognized expert, author and speaker on customer loyalty and marketing. As former President and CEO of LoyaltyOne, a pioneer in loyalty strategies and measured marketing, he leverages the knowledge of 120 million customer relationships over 20 years to create relevant communications and enhanced shopper experiences. Bryan is author of the bestselling book The Loyalty Leap: Turning Customer Information into Customer Intimacy


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