Harnessing the Power of Feedback

HOW TO ACQUIRE AND USE FEEDBACK IN A CUSTOMER-CENTRIC MARKET

Suggestion_box.jpg

 

In today’s age of customer-centricity, the number one factor that retail stores compete for is the loyalty of their customers. With a shift in power moving towards the consumers’ choice, retail stores must adapt to the preferences of customers, and tailor their services as much as possible. If a business cannot provide its customers with a positive experience, it can lose out to the competitors who do.

Having the basic knowledge and understanding of how your customers feel about your store and what you have to offer is important. It allows you to truly be able to know when and how things need to change within your business. It was found that for every one customer who complains about a business, there are 26 who stay silent about their negative experience, and these consumers will likely switch to a competitor. With this lack of feedback, your business must offer its customers a way to voice their opinions. In doing so, your customers feel as though they are an important part of your business, and this helps you find the right ways to shape up your store.

Here are a few ways to acquire customer feedback, and what to do once you have it.  

Acquiring Customer Feedback

The best way to receive feedback from customers is to ask! However, depending on how you approach your customers, you may be met with mixed reactions. You have to be firm yet accommodating, as many customers will be under the impression that this process will take a long time. No one wants to be stuck filling out a form for a rusty suggestion box!
 

TIMING IS EVERYTHING

You need to make sure that your survey is conducted within 24 hours of your customers’ visit. This is to ensure that their responses are as precise as possible. By having a quick and simple interface for your customers to submit their feedback, there’s a much higher chance that they’ll comply. A study notes that the response rate can increase 85% when a survey is well executed, and this is important to get the necessary data.

Just like how the format of your survey needs to be simple, the questions themselves must be equally as straightforward. They must provide valuable information, so you, as the merchant, can make improvements to your business. It’s important to ask your questions in a way that data can easily be extracted from them. For example, asking your customers in person makes it harder to record the data and get accurate feedback, as customers may not feel comfortable expressing their true opinions in the moment. Additionally,  if your questions are too general, or they’re not geared towards store improvement, your survey won’t be of much help for your business. The bottom line is, building surveys is quite a complicated task better left for professionals. Therefore, a great way to get feedback from your customers is the commonly used Net Promoter Score (NPS).

NET PROMOTER SCORE

The NPS is a one question survey that asks customers to rate a business from 0-10. The survey determines how likely they’ll refer your business to a friend or family member. This is the easiest and best way to get the right information from customers, and is used frequently by a number of large companies. Because the NPS is only a single question, it makes it more appealing for consumers, and increases their willingness to spend the five seconds it takes to answer it.

Automating the process and ensuring consumers answer within the 24 hour mark mentioned above is important to ensure high participation. That's where a customer loyalty program can come in hand and be very useful. With a loyalty 3.0 system, you can send an automatic email that includes the NPS Survey, which will be sent to your customers right after a purchase. The system will react based on the customer's response, so if the score is negative, it can offer a future discounts to bring them back to the store.

 

NPS.jpg

Source: Bournes

 

ONLINE OUTREACH

While feedback is made to help merchants improve operations, it is also important for prospective customers! 92% of consumers now read online reviews, so it’s important that your existing customers speak positively about your business on public domains. A study found that 90% of consumers say that positive reviews from other customers influence their purchasing decisions; This is one of the best forms of promotion for your store, as it comes directly from customers. There is an unsaid trust between consumers, and businesses should strive to take advantage of this relationship.

So You Got Some Feedback… Now What?

With the right methods of feedback acquisition, you’ll now have information from your customers that you’ll be able to apply to your business. Whether they are positive or negative, the responses you receive from your customers can truly improve your business, as you’ll be getting evaluations from the people that interact with your store the most. Following up on feedback is equally as important as getting it, and how you do it can impact your relationship with customers.

IF THE FEEDBACK IS POSITIVE

Positive feedback is what your business will strive for, but even once you’ve gotten it the job isn’t over yet! Once your business has received a good review, whether it be online, through a survey or other means, send a follow up message to the customer to thank them for their kind words. This will go a long way in strengthening your relationship with loyal customers, and creates more of a reason for them to continue coming to your store.

Additionally, you’ll want to encourage your loyal customers who have just had a positive experience at your store to post a review online on websites such as Yelp!. This is to ensure that prospective customers will have a good impression of your store when they go to research it. Offering an incentive such as a small discount is a good way to entice your customers to do so, and it’ll help to foster a good relationship; something very important for good reviews!

IF THE FEEDBACK IS NEGATIVE

On the other hand, if you’ve received negative feedback from a customer, you’ll have to work overtime to not only fix the situation, but also mend the relationship at hand. The good news is that if you can resolve a customer’s complaint, 70% of the time they will do business with you again. But you have to act fast!

As an example, if you receive a low NPS rating from a customer, send them an email the same day to apologize for their negative experience, and offer them a discount to get them back into the store. If they’ve written an unfavourable review online, make sure to respond to it publicly, so other customers can see that you take the time to treat your customers well.

 

InfographicV2.jpg

 

Connecting the Feedback Loop

Once a customer comes into your store, you should provide them with every reason to come back. To increase that chance you'll need to know if they had a good or bad experience, and your actions will determine the kind of long term relationship you'll have with your customers. Feedback is a powerful tool for businesses to use, as they can take cues from those who directly interact with their store the most, and tailor it to their needs. How a merchant goes about acquiring feedback, and what they do with it once received, is very important. When collected and utilized correctly, feedback provides the ultimate opportunity for businesses to grow, and foster a relationship with its customers.


For any questions or concerns regarding this article, please contact us at pr@tapmango.com.

Share this post

Pokemon Go: The Retail Evolution

 

USING THE GAME TO MAKE CUSTOMER LOYALTY SUPER EFFECTIVE

TapMango Pokemon Go
                 Catching Pokemon in London! Source: International Business Times

Just in case you’ve been living under a rock, Pokemon Go is an augmented reality mobile game that allows users to catch Pokemon based on their real-time location.The game has taken the world by storm, and has evolved into a viral phenomenon, with user-generated content flooding social media daily. Just like when the franchise started twenty years ago, Pokemon has created a global community brought together by the love of the game. It has effectively captured and repurposed the nostalgia of those who grew up playing Pokemon, and simultaneously introduced a new generation to the magic of the franchise.

Pokemon Go has seen meteoric success since its release, as it has quickly become the biggest US mobile game in history, and has surpassed Facebook, Twitter and Snapchat for the amount of time spent on the app. This reflects the impact that Pokemon Go has had on the world, and because of the massive hype surrounding it, and the fact that you have to physically move around to play the game, retail shops have the opportunity to capitalize on this momentum. While marketing strategies will rely on in-game functions of Pokemon Go, there are many ways for retail stores to take advantage of the game without ever having to download it. However, with a bit of creativity, if you download and actively use the game, you can quickly adapt to the trend, and create marketing initiatives that target Pokemon Go users, and integrate themselves into the culture.

Lure Your Customers with Pokemon Go

The main way for your retail store to attract customers with Pokemon Go is to use an in-gameLure Module. A lure module is an item that attracts Pokemon to a specific area for 30 minutes. All players will be able to see the activated lure, and go to that spot to catch Pokemon. Lure modules can only be placed at Pokestops. These are landmarks found on the game map that give away free items (such as Pokeballs and Berries) to players. The Pokestops were placed at set locations when the game was released, and so far cannot be created or moved.

TapMango Pokemon Go
Example of a retail Pokestop in Pokemon Go. Source: UptownSJ

As a merchant, the first step in using Pokemon Go for marketing campaigns, is to check if there is a Pokestop near your store; if you’re lucky enough, there’ll be one right in front or near by! However, don’t fret if you’re not close to one, it is likely that the developers will add a feature that allows you to create your own Pokestop in the future!

A lure module can be bought in the game for 100 Pokecoins, which equates to $1.00, or you can buy eight for 680 Pokecoins ($6.80). With your lure module purchased, and a Pokestop nearby, your business can begin to integrate Pokemon Go into its marketing strategy! However, while many businesses will try to capitalize on the success of the game into their present marketing techniques, it cannot guarantee long term customer retention. Pokemon Go may be a high priority for your customers right now, but eventually the craze will begin to die down. You’ll want a way to retain the customers you gained from the game, and a good way to do that is through a loyalty program. 

Follow the steps below to use Pokemon Go in your marketing campaigns:


STEP 1. KEEP PLAYERS IN THE KNOW

As advised above, you can increase the foot traffic around your store by attracting prospective customers with lure modules. However, as lures are only effective for 30 minutes, the best strategy to bring in the most number of players is to give them advance notice. Let them know ahead of time that you’ll be using a lure module outside your store, and players will have the chance to plan ahead! For example, post on social media, or place a big sign outside your store letting everyone know where and when you’ll be creating a lure. Getting the message out is crucial in bringing in players, and ensuring visibility for your store.

Loyalty Bonus: Remember, your loyal customers always come first! Using your loyalty program, you can easily send them a quick notification advising them you’ll be creating a lure in your area.  Let them know about the specific time you'll be creating the lure, and invite them to stop by and catch the Pokemon near your store. Additionally, why not offer them a 10% discount if they drop in and show you the Pokemon they’ve caught. This helps to show how much you appreciate their loyalty!

STEP 2. SET YOUR LURE MODULE

Now that players are informed, set your lure module and watch as the foot traffic begins to pick up. Just imagine what less than $10.00 a day from your marketing budget can do for your earnings potential!

STEP 3. GRAB ATTENTION OF PLAYERS IN THE AREA

If a Pokestop is close by to your store, you will have most likely witnessed that players are continually on the hunt for Pokemon, so you need to be ready for them as they pass by your store. As mentioned above, storefront signs can be great in this situation, but you can do much better! You or another person working at your shop can pop outside and talk to the players in the area. Introduce them to your business, and have pamphlets ready to give out; a little conversation goes a long way!

Loyalty Bonus: Use proximity marketing to put a virtual fence around your store (with a radius that includes the Pokestop). Once your loyal customers enter the area, they’ll be sent a message reminding them to come by, catch Pokemon, and purchase items at a discount. Studies found that proximity marketing increased in-store engagement by 60%, and 73% of consumers were more likely to make a purchase when notified through this method.

STEP 4. GET READY FOR THE RUSH

With your lure in place, and the players on their way, your business can now prepare for the rush! Your lure will bring in people who have been walking around for long periods of time (some people play for hours!). So make sure those passing by know your store has a place to rest up and you’ll increase the chances of them coming in. Offer things like mobile charging stations and glasses of water to keep players and their devices refreshed, and they’ll appreciate your efforts.

Loyalty Bonus: Your loyal customers are in the area to play so give them more opportunities to win. Use your loyalty program to have your customers play the built-in game feature when they walk into your store. Now they can get both Pokemon, and $5 off your store! Using gaming mechanics in stores has been found to improve engagement levels by 48%, and this is an easy way to help increase customer retention. You’ll also spark the curiosity of players in your store, who will also want to get in on the action.

STEP 5. SPREAD THE WORD ABOUT YOUR RETAIL STORE

As your store is focusing on its Pokemon Go campaigns, you’ll be able to use the help of players to spread the word about what you’re up to. A great way to do this is to have your customers take photos of the Pokemon they catch in and around your store. Let them know that if they upload it to their Facebook page with a link to your store, you’ll offer them a discount on their purchase. Get creative with what you task players with. They’ll appreciate the challenge, and the discount!

Loyalty Bonus: Use the friend referral tool in your loyalty program to send unique links to each loyal customer. They can then forward it to their friends and the system will automatically track the rewards. With a referral system, your customers get rewards and you get more business - everyone benefits!

STEP 6. HAVE FUN WITH POKEMON GO

Pokemon Go has brought out the inner child in many people, and therefore, a playful marketing strategy can be used to reach players. Marketing to your customers may be a standard part of business, but when done in a lighthearted manner, they’ll appreciate your efforts and you’ll see an influx of business. So ‘Go’ with the flow! Embrace the Pokemon Go craze while it's around, because there’s no telling when it might end.

Loyalty Bonus: Your loyalty program can take this a step further, and take your Pokemon Go related campaigns to the next level. For example, send your loyal customers messages specifically tailored to the game, with discounts that are unique to them. A study found that 75% of consumers continue to participate in loyalty programs because of relevant rewards and promotions, and Pokemon Go has given businesses a huge opportunity to capitalize on the times.


‘Merchant Used Customer Loyalty… It’s Super Effective!’

It’s only been a few weeks, but Pokemon Go has absolutely dominated the world. While there is a great opportunity for small businesses to capitalize on the marketing potential, you must ensure that these efforts also help to build a long-term relationship with your customers, and help to retain their business. Next to a Pikachu, customer loyalty is a merchant’s best friend for catching and retaining new customers, and using a loyalty 3.0 program will be ‘super effective’ for your business! The opportunity is big, the promotions are fun, and people everywhere are on the ‘Go.’ So what are you waiting for? Collect new loyal customers, and catch em all!

TapMango
         A nod to the 1996 Pokemon GameBoy Game; Source: Stack Exchange

 

For any questions or concerns regarding this article, please contact us at pr@tapmango.com.

Share this post

Shaping Up With Loyalty

 

USING A CUSTOMER LOYALTY PROGRAM TO ENHANCE YOUR NUTRITION SHOP 


Dietary-Supplements.jpg

Source: Your Total Body

Your mom always said to take your vitamins, and Vitamin Loyalty is the best supplement for your nutrition shop!

The nutrition industry has seen a steady increase in business over the last few years, and there have been positive trends towards fitness and personal well being. An industry analysis found that one in five Americans has a gym membership. IbisWorld also noted that consumers are seeking a healthier lifestyle, and are increasingly using products that help meet nutritional needs. These are some of the driving factors to the success of nutrition shops, and because of this interest in fitness,nutrition, and health, many of the associated products have also seen a spike in popularity. A study found that the global nutrition supplement market is worth $82 Billion dollars, and is expected to see annual growth between 5-6% until 2020.

What these figures show is a continually growing industry, full of both consumers and new retail stores entering the market all the time. To ensure that your nutrition store is the one that prospective customers choose, you must provide incentives that go beyond the point of purchase. All of your competitors are probably selling near-identical products; it’s up to you to find a way to differentiate your business.

One of the best ways to set yourself apart from the competition is to utilize a customer loyalty program. A loyalty 3.0 program, such as the one offered by TapMango, connects your business with its customers, and creates value beyond the sale for all parties involved. One innovative way to increase customer engagement is to create marketing campaigns with your loyalty program. It’s fast, simple, and can truly increase your customers’ experience with your business.

Step-by-Step Guide for your Nutrition Store’s Marketing Campaign

The following is a guide to using a loyalty program to create and run a multi-step promotional campaign for your business. By utilizing a number of different features, you can create seamless ways to increase your customer engagement. This will allow your business to strengthen its relationships with customers, while also increasing in-store foot traffic.

To take you through this step-by-step guide, we’ll use a specific example of a nutrition store that uses and demonstrates some of the features of customer loyalty to help facilitate the process. This guide will provide your store with its own personalized initiatives, a strong selling point for your business.

Our marketing campaign example:

Campaign Title: 8 Week Fitness Challenge & Protein Bars
Product/Service: Weekly fitness exercise and consultation + ISOFlex Protein Bars
Length: 8 weeks
Communication: One email per week (with challenges to complete throughout the seven days) + Ongoing nutrition consulting throughout the challenge

This campaign ties the fitness challenge you provide your customers with the protein bar promotion. Throughout the fitness schedule you provide, the protein bars will be marked for when they need to be consumed, to tie the two together. This will help to generate sales for your store, and lets your customers know of the fitness challenge you have started. With the outline of our campaign example in place, we can now begin to put the necessary steps in to bring it to life.

Follow the process below, and look for the infographic at the end of the blog.

STEP 1: START YOUR CUSTOMER LOYALTY PROGRAM

Your very first step in creating your fitness challenge is hopping on the loyalty craze! Whether you’re upgrading your pre-existing system to loyalty 3.0, or you're starting from scratch, you’ll have access to a number of features that will automate the process, and make your life as a merchant far easier. While each individual feature has its own function, when they work together they become cogs in a machine, all working towards a unified goal. When used well, a loyalty program is the best tool your business can use to create its marketing campaigns.

STEP 2: MAKE THEM AN OFFER THEY CAN’T REFUSE 

Now that your business has a loyalty program, you can begin to innovate the ways you offer your loyal customers targeted promotions. For example, Instant deal is a major feature highly used with loyalty 3.0, that allows customers to pre-purchase using sms or email when you want to provide a promotion for a specific product or service. This gives them the option to pay digitally, and come into your shop later to pick up their purchase. It also means you can collect your profits immediately, by letting your customers make the payments online instantly. This way you don't have to wait for them to come into your store. Instant deal also allows you to set limits on both time and quantity to make the promotion exclusive.

To create a sense of urgency for your instant deal promotion, set a maximum number of participants to 30, and a time limit on the promotion for 48 hours. We recommend sending it over the weekend, so your participants will have more time to review it. By giving consumers certain parameters, you’ll increase their desire to purchase as soon as possible, and those who miss out will learn to act quicker the next time you send them your promotions. You’ll be surprised how quick people will jump on these deals.

With our fitness challenge example, here is a breakdown of the cost, and how your business would value it for its customers:

8 packs of ISOFlex protein bars [$12.5 x 8 packs] $100
8 week fitness challenge $200+
Total value $300
Promotion @ 60% discount $180-
Customer pays $120

By offering an exclusive discount to your loyal customers, you strengthen your relationship with them, and in turn, generate long term profit.

STEP 3: TARGETED COMMUNICATION

As a nutrition shop, the products you offer yield a number of different kinds of customers, each visiting your store with a different purpose in mind. Ensuring your customers receive only relevant promotions is imperative, as it will be one of the reasons why they choose your store over another one. A study found that 74% of consumers are frustrated when online promotions have nothing to do with their interests, so your business should stay clear of mass messaging its customers.

One way to guarantee that your loyal customers will only receive relevant messages from your business is to group them based off of their purchasing patterns. Your loyalty 3.0 program can automatically create different consumer groups based on predetermined criteria you choose, and you’ll be able to select who you send your specific promotions to. It will keep a digitalrecord of all those who are taking part in your fitness challenge, and will store all the necessary information about each participant. This way they’ll know that every time your store sends them a message, it’s tailored to their interests, and they’ll actually make an effort to read it.

Set the grouping feature to automatically create a list of participants for you, consisting of only those who bought your instant deal from step 2. This allows you to send the fitness challenge to only those who signed up for it, and no one else.

STEP 4: START YOUR CAMPAIGN

Now that 30 of your customers have purchased the promotion and signed up for your challenge, you can initiate your campaign. The campaign feature automates the delivery process for the messages you send to your customers, so once you have written out your content, it can be scheduled any time in advance. This is great for updating your customers with the different challenges you’re planning, and giving them notice ahead of time.

For your fitness challenge, create a timeline for when you want to send check-in messages to your participants (say every Sunday), and your digital loyalty platform can deliver them for you! Automating your messages lets you plan for the future, meaning once you put them into the system, all the work is done for you. This allows you to focus on other aspects of your business, while running your fitness challenge at the same time.

STEP 5: INCREASE THE INCENTIVE

As your challenge is on its way, offering your participants an additional incentive to promote your business can easily be integrated into the process. With a loyalty program, there’s a number of simple activities, outside of making purchases, your participating customers can do to earn points at your store, or any rewards you choose to give them.

For example, have your customers upload a selfie to Facebook of when they’re completing your challenge to receive $5 off their next purchase. Or get them to refer a friend to your store, and your loyalty program will be able to reward them for their recommendation. Providing your customers with a reason to promote your store is a great way to spread the word, and it will benefit everyone involved.

Source: LadBible

 

STEP 6: UPSELL YOUR CUSTOMERS

Once you’ve scheduled your fitness challenge messages, your participants will begin to come into your shop on a weekly basis to pick up their ISOFlex protein bars, and receive their one-on-one consultation with you. This is a great opportunity for you as a merchant to talk to your customers and build a relationship. Checking in on how they’re doing with the challenge and asking them for feedback are great conversation topics that can go a long way in fostering a connection.

Additionally, when your customers come into your store to pick up their purchase, you have the opportunity to upsell other products as well. Within the eight week period of your challenge, there is a great chance that your customers will want to buy other products, and your fitness challenge will create a reason for them to come back to your store at least once a week. Make sure that your emails mention that you have other promotions in store! For nutrition shops, there’s many products like meal replacements or vitamin supplements that customers are always looking for, and this means you can capitalize further on the instant deal you’ve already conducted.

STEP 7: REWARD YOUR LOYAL PARTICIPANTS

While loyalty programs may offer a number of great features for your business, you cannot forget its fundamental component: Customer Loyalty! Showing your customers that you value the relationship you have with them is important, and will bode well for your store. Being known in the large nutrition community is vital to your success, and there is potential for your customers to speak positively to their friends on your behalf - if you treat them right!

Show your appreciation for those who participated in your fitness challenge by offering themrewards every time they complete a weekly challenge. Whether it is points for your loyalty program, or a small discount, anyway you reward your customers will let them know you appreciate your relationship with them. These incentives will create more desire to complete your future fitness challenges, and in turn, visit your shop more often!

 

Image sources: Ada Florea Fitness, Hypepotamus, Colour Box, PNGPIX, HH Fitness

 

It’s Time To Get In Shape

With more and more people jumping on the fitness and wellbeing train everyday, there is no better time to be in the nutrition industry than now. With so many different kinds of consumers making up your customer base, and with all the competition that is out on the market, finding ways to provide benefit beyond a customer’s purchase is ultimately how you’ll obtain their loyalty. By using a customer loyalty platform like TapMango’s, you are able to connect with your customers, and can offer them personalized content and services that best fit their individual needs. Using our promotional blueprint, you can see how the different features of a customer loyalty program come together to create campaigns that will help shape up your business. 

TapMango offers your retail store the above and many other features to help your customer base grow. To get more information regarding customer loyalty, and marketing campaigns for your retail store, feel free to contact us here.

For any questions or concerns regarding this article, please contact us at pr@tapmango.com.

Share this post

Pages