Customer loyalty rhymes with customer interaction

And then ... having seen what has been said so far, I take the fidelity cards or fidelity cards, depending on how we prefer to call them which, being plastic today, I transform them into electronic fidelity and so I renewed the instrument, replacing the digital to traditional ... is it okay or not?
Let's make an argument ... thinking about changing the plastic loyalty card to make it electronic, thinking that this is enough or could be enough to "fix the problem of innovation" would be nice ... it would be magic ...

First of all, nothing needs to be fixed, nor is it a problem ... loyalty cards are not a problem, they remain an opportunity if combined with a solid loyalty program that makes them attractive to consumers again ... second, and not in order of importance … The fidelity card, even in plastic, continues to do very well, it is so much a recognition tool… the important thing turns behind it… and it is its guide tool.

Now, first of all, let's clarify the fidelity cards again: the fidelity cards or loyalty cards are the recognition tool of our customer and, mainly, they serve precisely to recognize him, assign him a possible discount, make him participate in a specific promotion or award him a prize, based on the points he has accumulated over time.

When we talk about accumulated "for all" prizes ... we repeat for the hundredth time that they are the same for everyone, when participating in a promotion, maybe promotions for loyalty card holders only, but in any case, they are substantially the same promotions for everyone (as everything those who possess it and are registered in the program, can benefit from it), or remain a recognition tool, so, at this point, that I have a tool that is based on a physical fidelity card, or that has become a Fidelity Card Electronics, it changes little because it is as if we were using an APP such as STOCARD.

STOCARD is one of the many applications that allows us to store the loyalty cards of the various stores in our smartphone, of all the stores of which we are customers and that we visit, so that it is electronic as in this case, that it is in the most common plastic, nothing changes because the really important thing is the associated loyalty program.

If we take as a basis the study carried out by LoyaltyOne in Canada, which is one of the most advanced countries from this point of view, the 78% of users interviewed, out of 4,500, prefer to use the physical card so they prefer to carry it with them in their wallet and present it. at the cashier when he goes to pay.

Then if we wanted to go and look at what happens in Singapore, the percentage drops from 78% to 56%, but this probably because in Singapore they are probably much more "smart and technological", preferring a digital instrument at this point and therefore have an electronic card but, in any case, nothing changes, because the fundamental fact is that only 18% of the users interviewed answered in the affirmative to the question whether or not he plays a real role in loyalty programs.

What does it mean to play a real role in loyalty programs?

It means having real interactions behind you built on the individual user and, if this is not the case, we will never build customer loyalty.

It therefore does not matter what type of recognition tool we use, whether physical in plastic or digital using a mobile device, the really important thing is represented by the loyalty program that is associated with it and therefore this generally leads to think a lot , concluding and summarizing by saying: often it is not necessary to move the recognition tool from the physical to the digital one, because instead it becomes essential to associate a real loyalty program that ensures that our customer is really an integral part of a created "system" for him, which revolves around him, which really involves him and makes him feel the real center of attention.

The gift or other will represent the last of the things that will go to look and compare.

All chapters of: Loyalty 2.0

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