{"id":7324,"date":"2019-10-23T13:02:44","date_gmt":"2019-10-23T12:02:44","guid":{"rendered":"\/gb\/en\/blog\/?p=7324"},"modified":"2023-01-16T17:07:38","modified_gmt":"2023-01-16T17:07:38","slug":"what-does-loyalty-look-like-today","status":"publish","type":"post","link":"\/gb\/en\/blog\/what-does-loyalty-look-like-today\/","title":{"rendered":"What does loyalty look like today?"},"content":{"rendered":"

Loyalty is far from dead. But the mechanics of customer loyalty schemes designed to promote and reward frequency have to evolve and meet digitally empowered consumer expectations of value and relevance.<\/p>\n

Regardless of the length of the customer lifecycle<\/a>, wanting to be someone\u2019s go-to grocer for daily staples like bread and milk, or a person\u2019s favourite fashion brand for their annual wardrobe update is still worthwhile. The difference today is the means of recognising and rewarding customers is going digital.<\/p>\n

Not only does this represent a fantastic opportunity to give them more of what they want, it\u2019s actually what consumers want too. Price has always had the greatest influence on choice of retailer or brand<\/a>. But it is closely followed by relevant and timely promotions or discounts, and loyalty schemes or other rewards that recognise continued custom.<\/p>\n

So, if consumers aren\u2019t looking for a bargain, they are looking for a better deal or level of service or recognition from retailers and brands they frequent than if they were a cash-paying, one-time customer.<\/p>\n\t

\r\n\t\t
\r\n\t\t\t
<\/div>\r\n\t\t<\/div>\r\n\t\t
\r\n\t\t\tCloud comms for retail<\/span>\r\n\t\t\t

Discover the benefits of cloud communications for retail<\/h3>\r\n\t\t\t

Learn about how RingCentral can provide your business with a single communications platform.<\/p>\r\n\t\t\tLearn more<\/a>\r\n\r\n\t\t\t\t\t<\/div>\r\n\t<\/div>\r\n\t\n

Digital has had a profound impact on the dynamics of engagement between businesses and consumers. Mass media broadcast communications just don\u2019t resonate delivered via personal devices or generic engagement. Today\u2019s \u2018always-on\u2019 culture has made consumers keenly aware of their power to influence their own shopping journeys, using digital tools for search, browsing and discovery, through to ordering, payment and fulfilment.<\/p>\n

Any digitally-enabled interaction with a retailer or brand creates a \u201cgive to get\u201d dynamic, where the better deal or service the customer expects is proportional to the amount of information they may choose to share. So much so, that analogue loyalty engagement, which still relies on paper coupons and vouchers, cards that you stamp or swipe simply won\u2019t cut it for those customers who already do most of their shopping online.<\/p>\n

It is also why so many businesses are embracing mobile to bridge the gap in visibility between the online journeys of their best customers and what they do offline, during a visit to your store, bar or restaurant.<\/p>\n

Mobile has the power to act as the glue between different digital customer touchpoints, irrespective of whether they are accessed sat at home on a sofa, or while using secure public W-Fi in the store.<\/p>\n

For those seeking to eliminate friction, the ability to browse online, and use Google or an app to navigate their way to and around a store can provide enough incentive to also collect points or redeem a discount code. Interaction with any one of these touchpoints represents an opportunity to engage, acquire and convert a customer. Lasting customer retention and loyalty<\/a> requires a range of useful and relevant offers and services.<\/p>\n

So, digital and mobile services like order ahead, scan and pay and click & collect are booming in popularity. They provide the necessary online-to-offline utility to build the necessary frequency to make loyalty pay.<\/p>\n

Do this by joining up a \u2018single customer view\u2019 from data customers share across touchpoints to tailor offers and engagement according to preferences, lifecycle stage and value, and channel, location and time of day.<\/p>\n

Engage, acquire and convert a customer by interacting with them at every touchpoint. <\/span>Learn more<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Loyalty is far from dead. But the mechanics of customer loyalty schemes designed to promote and reward frequency have to evolve and meet digitally empowered consumer expectations of value and … Read more “What does loyalty look like today?”<\/span><\/a><\/p>\n","protected":false},"author":244,"featured_media":7337,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"acf":[],"yoast_head":"\nWhat does loyalty look like today? | RingCentral UK Blog<\/title>\n<meta name=\"description\" content=\"Loyalty is far from dead. But the mechanics of customer loyalty schemes designed to promote and reward frequency have to evolve and meet digitally empowered consumer expectations of value and relevance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/what-does-loyalty-look-like-today\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RingCentral Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"What does loyalty look like today? | RingCentral UK Blog","description":"Loyalty is far from dead. But the mechanics of customer loyalty schemes designed to promote and reward frequency have to evolve and meet digitally empowered consumer expectations of value and relevance.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/gb\/en\/blog\/what-does-loyalty-look-like-today\/","twitter_misc":{"Written by":"RingCentral Team","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":":\/gb\/en\/blog\/what-does-loyalty-look-like-today\/#article","isPartOf":{"@id":"\/gb\/en\/blog\/what-does-loyalty-look-like-today\/"},"author":{"name":"RingCentral Team","@id":"\/gb\/en\/blog\/#\/schema\/person\/cc4f043d2b478862a8622c28b0ebd08c"},"headline":"What does loyalty look like today?","datePublished":"2019-10-23T12:02:44+00:00","dateModified":"2023-01-16T17:07:38+00:00","mainEntityOfPage":{"@id":"\/gb\/en\/blog\/what-does-loyalty-look-like-today\/"},"wordCount":598,"commentCount":0,"publisher":{"@id":"\/gb\/en\/blog\/#organization"},"articleSection":["Retail"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":[":\/gb\/en\/blog\/what-does-loyalty-look-like-today\/#respond"]}]},{"@type":"WebPage","@id":"\/gb\/en\/blog\/what-does-loyalty-look-like-today\/","url":":\/gb\/en\/blog\/what-does-loyalty-look-like-today\/","name":"What does loyalty look like today? | RingCentral UK Blog","isPartOf":{"@id":"\/gb\/en\/blog\/#website"},"datePublished":"2019-10-23T12:02:44+00:00","dateModified":"2023-01-16T17:07:38+00:00","description":"Loyalty is far from dead. But the mechanics of customer loyalty schemes designed to promote and reward frequency have to evolve and meet digitally empowered consumer expectations of value and relevance.","breadcrumb":{"@id":":\/gb\/en\/blog\/what-does-loyalty-look-like-today\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":[":\/gb\/en\/blog\/what-does-loyalty-look-like-today\/"]}]},{"@type":"BreadcrumbList","@id":":\/gb\/en\/blog\/what-does-loyalty-look-like-today\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"RingCentral Blog","item":"\/gb\/en\/blog\/"},{"@type":"ListItem","position":2,"name":"Retail"}]},{"@type":"WebSite","@id":"\/gb\/en\/blog\/#website","url":"\/gb\/en\/blog\/","name":"RingCentral UK Blog","description":"RingCentral News and Tips","publisher":{"@id":"\/gb\/en\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"\/gb\/en\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"\/gb\/en\/blog\/#organization","name":"RingCentral UK","url":"\/gb\/en\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"\/gb\/en\/blog\/#\/schema\/logo\/image\/","url":"\/gb\/en\/blog\/wp-content\/uploads\/2021\/11\/ringcentral-logo.png","contentUrl":"\/gb\/en\/blog\/wp-content\/uploads\/2021\/11\/ringcentral-logo.png","width":1921,"height":416,"caption":"RingCentral UK"},"image":{"@id":"\/gb\/en\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"\/gb\/en\/blog\/#\/schema\/person\/cc4f043d2b478862a8622c28b0ebd08c","name":"RingCentral Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"\/gb\/en\/blog\/#\/schema\/person\/image\/","url":"https:\/\/rcbloguk.wpengine.com\/gb\/en\/blog\/wp-content\/plugins\/rc-profile-photo\/images\/default-avatar.png","contentUrl":"https:\/\/rcbloguk.wpengine.com\/gb\/en\/blog\/wp-content\/plugins\/rc-profile-photo\/images\/default-avatar.png","caption":"RingCentral Team"},"url":"\/gb\/en\/blog\/author\/ringcentral-team\/"}]}},"_links":{"self":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts\/7324"}],"collection":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/users\/244"}],"replies":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/comments?post=7324"}],"version-history":[{"count":0,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts\/7324\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/media\/7337"}],"wp:attachment":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/media?parent=7324"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/categories?post=7324"},{"taxonomy":"post_tag","embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/tags?post=7324"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}