Personalization is a key part of providing relevant offers to customers, but so is geography — knowing what particular store branch is preferred by each customer. Other things to consider include: the size of an offer, a customer's preferred channel of communication, how often a customer is visiting and when they’re in a buying mode.
All of this boils down to customer experience — retailers must make sure they’re providing a great experience for their shoppers both on- and off-premise.
The traditional view of the customer journey starts with awareness and moves on to familiarity and consideration. Then comes the purchase, and finally, hopefully is loyalty.
McKinsey's Customer Journey Model, which Otocki referenced, offers a slightly different path: initial consideration, active evaluation (information-gathering, shopping), moment of purchase and the post-purchase experience (ongoing exposure). This journey also features a "loyalty loop," which sees customers return to the moment of purchase following a positive post-purchase experience.
Mobile messages, according to Otocki, are one way to achieve the sense of loyalty that stems from positive post-purchase experiences.
Reaching customers via SMS on their cellphone — the device that likely matters the most to them — gives retailers a chance to push out offers to customers and pull them back to the store. Retailers can also send out surveys, responsive emails and use geofencing to target offers.
Fifty percent of customers say limited-time foodservice offers are enticing. How else can retailers more effectively advertise foodservice promotions?
The answer, Otocki said, is add-on promotions for select items, promoting freshness and better-for-you options, child-friendly offerings, and fuel discount tie-ins.