Remember when you couldn’t buy a pack of gum without being asked to join a loyalty program? Thanks to the rise of the smartphone, every frazzled customer who once had a wallet stuffed full of loyalty cards has been able to breathe a sigh of relief. But with consumers favouring apps and social media over traditional loyalty programs, brands face a challenge in keeping their customers on board.

Enter beacon marketing. Following on from our previous post on this technology, here are some tips for using beacons to encourage customer loyalty.

Send personalised promotions

Beacon technology allows you to deliver relevant advertising and offers directly to your customer’s smartphone. Best of all, you can target consumers when they’re within close range of your store – making the decision to walk in and take advantage of an offer easier than ever. If your loyalty program is based on reward points or number of purchases, you can also update customers on their totals when they are instore.

Make loyalty fun

The new buzzword in customer engagement is ‘gamification’, which involves adding traditional elements of gameplay – points, competitions and more – into marketing activities. This can be a fun way for large retailers, shopping centres or trade shows to encourage participation in loyalty programs. What about a beacon-enabled treasure hunt, where customers receive clues and prizes to their smartphones as they move throughout the store? Or random prizes allocated to customers during certain periods of the day? These promotions can help drive traffic to your store or event, and encourage new uptake of your loyalty program.

Ask for feedback

A well-designed brand app should include an option for customer feedback. However, you can also pair this with beacon-enabled technology to prompt customers for real-time opinions and feedback. This not only helps you deliver a better, more targeted service, but also helps you collect data on your customers’ needs and preferences, which you can harness for future promotions and offers. Tip: make sure your brand has a clear data policy, and that you adhere to all relevant privacy legislation.
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