Digital innovation or tradition: car or gig?

Given everything we have said and, seen on the other side of the fence as we were a distributor or owner of a chain of stores, we would say ... then ... the fidelity card is practically outdated and therefore for this we have to put it in the attic, the traditional programs of loyalty are partially overcome, as are, in other words, flyers and promotions as we see them to date ... so ... it's only a matter of time that everything can disappear ...

All these are exasperated concepts and, like all paradoxes or exasperated concepts, they help to render the idea well but we must recapitulate by specifying that:

in our opinion the fidelity card is a correct and functional tool but, in our opinion, we must distinguish well the part of the user or customer recognition from the loyalty programs that are associated with it; for us, the current loyalty programs are substantially outdated and therefore we must inevitably move forward, understand it and therefore, our dear loyalty card, must be transformed, integrated to ensure that this tool really becomes a way of interacting constantly and on an ongoing basis with its users and customers.

Nobody wants to take away that added value, but today, that little added value (which is not so much, since when we talk about investments equal to 1% up to 2% and we are talking about many economic resources invested in this sense), if it is money that has no return on investment and that serves to be just something more, to be done regardless, we now have the awareness that this is not the tool that can make our customer come back to us to make his purchases , at least it is not in the ways of action and interaction that should lead to loyalty.

So we keep repeating that the fidelity card is a correct tool but the current loyalty programs must absolutely be overcome!

Our proposal is absolutely innovative, the first on the market to say that (not to say that) "one is one" that is one is one ... each customer represents his uniqueness, allowing anyone to make this uniqueness alive and active and to carry out real personalized proposals based on individual user experiences.

For each client, yes…. even if we were faced with millions of customers!

Also as regards the flyers, again in our opinion, they are not so obsolete tools as to become substantially ready for the attic, but they are tools to rethink because, if on the one hand they allow to make brand awareness, that is to distribute your own brand by making is increasingly recognizable, perceptible as familiar ... raising it to the maximum possible power according to the instrument, they must necessarily be re-dosed and redirected as resources that are placed within them.

Why? Simply because today we have flyers that are chock full of promotional products, sometimes very wasted resources and that, traveling in the same way for everyone, thus shooting in the pile and hoping to get the maximum number of customers possible; these resources, if not well addressed, both in terms of price policy and in terms of target customers, represent actions carried out repetitively but no longer become the lever to promote products by making them try and ensuring that there are continuous sales of sustainable basis, but they become the almost unique lever to sell, making end customers buy promotions and not products.

All this generates nothing but confusion, it cuts down the margins of both distributors and companies, making the fight over prices the main weapon to shift consumption from this to that product.

Not wanting to realize these aspects really means that today, in 2020, although we have the car available to move from Rome to Milan or to do some nice sightseeing, we still take the horse or at least the gig.

Mind you, we are not talking about recreational riding but just as if we were going back in time!

So why should we do this with tools like flyers and loyalty programs? Isn't it worth taking advantage of the present but above all organizing ourselves for the future?

All chapters of: Loyalty 2.0

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