In today’s business environment, more competitive than ever, retailers are always looking for ways to cultivate and strengthen customer relationships. In a world where it costs five times more to acquire a new customer than to retain an old one, it makes sense to implement loyalty and reward programmes to spur sales.
Many retailers have understood that scratch cards and points-based loyalty schemes are obsolete, and have widely digitalised their reward programmes by launching loyalty apps. These, however, are also being proven as ineffective, with 90% of mobile apps deleted within 30 days of being installed  and 89% of customers preferring to receive rewards through SMS than by using an app.
There is, however, a technological solution that provides a middle ground between physical scratch cards and digital apps that end up not being used. This solution is Streetlike’s app-less, personalisable reward programme powered by touchscreen digital signage. Touchscreens are installed in-store, offering shoppers to choose instant rewards that they can claim by entering their mobile number, without downloading an app. This increases the ROI of reward programmes by inducing customer purchase and significantly improves in-store customer experience. Here is five reasons why:
1. Immersive technology increases customer participation
Less and less customers want to scratch loyalty cards or collect points in order to receive a reward in some removed future. A reward programme powered by digital signage, on the other hand, attracts attention.
It has been shown that digital displays capture four times more views than static displays, and draw shoppers in. According to research, 74% of consumers would interact with touchscreen kiosks for relevant offers. This indicates the increase in reward programme participation rates that can be gained by implementing immersive technology in-store rather than handing out clunky cards. The first step that needs to be completed for a reward programme to work is to have customers participate in it.
2. Personalised in-store customer experiences trump generic push messaging
Making offers hassle-free and relevant to the customer is key. With Streetlike’s particular solution, shoppers can be provided with one of three reward options – Personalised, Gamified or Feedback Rewards – encouraging customer participation, and therefore engagement. Offers are not just thrown at the customers whenever the retailer feels like it – customers are able to choose an offer they like whenever they like.
This is a significant difference between Streetlike and app-based Bluetooth technologies such as Beacons. With Beacons, for instance, the retailer can employ push messaging, but these messages and offers have to be generic as they are created with little data on the customer to begin with. This makes customers feel bombarded with generic offers, most of which they don’t even like, want or need. With Streetlike, on the other hand, customers personalise their own reward experience from the onset, making it immediately relevant to their lives, which in turn boosts brand loyalty and advocacy.
3. Immersive experiences induce in-store purchases and increase repeat visits
Once they choose their reward on the touchscreen, customers enter their phone number and instant pre-purchase offers are sent directly to their mobile phones. They then show the offer voucher at the till and cash it in. This solution provides two major benefits.
First of all, it reduces customer waiting time for receiving a reward from “When I buy nine more items” to “In the next ten minutes”, providing customers with instant gratification.
Second, it helps to induce purchase in-store. One of the core objectives of any reward programme is to encourage in-store visits and drive revenue, which is precisely what Streetlike does. It gives customers a reason to come back, encourages them to come and spend in-store rather than shop online, and gives them an impetus to not only showroom but actually purchase items by providing them with relevant, personalised offers. What this gives the retailer is an increase in in-store purchases and repeat visits.
4. Customer data is captured in a non-invasive way
Touchscreen digital signage collects customer information, such as phone numbers and offers of interest, in a way that is not intrusive. This information, combined with the massive amounts of data from point-of-purchase sales, can be leveraged – retailers can use it to calculate the ROI of their strategy and optimise it.
Combining and analysing these pools of information can help companies continually design and update more sophisticated reward programmes that keep their customers happy by offering them more targeted deals and promotions, while driving bottom line results. Additionally, Streetlike’s cloud-based reward management service provides retailers with a platform to implement these updated and optimised reward experiences centrally across their estate.
5. Participating customers are engaged and loyal
A touchscreen reward programme pushes brand experience beyond what consumers may expect of traditional retail environments. It attracts attention, increases participation, and offers shoppers to choose an offer most relevant to them in a fun, interactive way. This leads to repeat usage and purchase, as it becomes part of the customers’ shopping behaviour, and sets the stage for ongoing brand curiosity, engagement, and loyalty.
Today’s businesses have a myriad of challenges to creating durable relationships with consumers. With so much competition and so much information on every channel in the consumers’ lives, it is crucial to focus on developing sustainable relationships and increasing consumer engagement. The best way to do that is to provide customers with real value and a sense that the company understands what is important to real people. It is important to not only be able to connect to customers, but to personalise that relationship with each individual. This is precisely what Streetlike’s touchscreen reward programme can do.
 Source: Andrew Chen, “New data shows losing 80% of mobile users is normal, and why the best apps do better”, http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/