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| WHY EPIPOLI |
LOYALTY
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True loyalty, not electronic points.
When speaking of relationship marketing and loyalty, one’s thoughts immediately turn to the plastic card, intended as an element of contact between company and client. Knowing the value of merchandising and the importance of correct allocation of the physical space in the sales outlet, the loyalty card is the most expensive eight centimetres that have ever existed.
Without interpretative and analytical expertise, the Loyalty Card system is only good for generating “electronic points”, used to access discounts and catalogue rewards and not for building a relationship with the client. These operations are only the point of the iceberg of this formidable tool that deserves its place among the noble elements of the marketing mix. Vice versa, knowledge of purchasing dynamics through reading transactions is a real benefit, and measurable, too.
Otherwise, it is pointless to invest in hardware, software, pos systems, four-colour plastic cards with or without microchips, because all of this will only serve to transform clients from pseudo-loyal into mercenaries. While the metrics of the success of traditional marketing are based on market share, measuring the performance of a product or a category in the reference period, the metrics of relationship marketing are shown by the share of consumers and their purchasing models.
The activation of a rewards catalogue allows for the identification of an award, as long as it is not the usual tablecloth or sponge that can be found on the shelves. It must offer designer and/or innovative and exclusive products, able to offer a high perceived value. Because, if the price for value between price of concession and compensation in points for redemption is minimal, the promotional campaign will fail, becoming a pure management cost.
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