As a frequent high street shopper, I am always on the lookout for retailers that offer a customer loyalty scheme. For me, it’s not just about earning rewards, but also about feeling valued as a customer. That’s why I was thrilled when one of my favourite stores announced they were implementing a loyalty program. One that I quickly realised, relied on a customer master data management system (CMDM).
At first, I was a bit sceptical of their launch. I’ve been a member of other loyalty programs before, but they always seem to fall short of expectations. As soon as I signed up for this one, I knew it was going to be different. The enrolment process was simple, and I was able to link my account to my phone number or email address, so I didn’t have to worry about carrying around a physical card.
The first time I used my loyalty account at the point of sale, I was pleasantly surprised.
As soon as I gave the cashier my phone number, they greeted me by name and thanked me for my loyalty. It was a small gesture, but it made me feel appreciated as a customer. What’s more, the system automatically applied active eligible discounts to my purchase, so I didn’t have to remember to ask for them and didn’t have to produce any of those pesky coupons with annoying expiration dates.
Over time, I began to notice other benefits of the loyalty program. For example, I started receiving personalized recommendations based on my purchase history. If I had bought a particular brand of cosmetic in the past, the system would suggest other products from the same brand or category that I might like. I also received special offers and promotions that were tailored to my interests and preferences.
One of the most significant benefits of the program was the customer service. Because the system tracked my purchase history and preferences, the retail customer service team was able to provide me with a level of personalized attention that I had never experienced before especially when it came to returns or refunds.
For example, when I called to inquire about a product that was out of stock, the representative offered to have it shipped to me from another store and even waived the shipping fee as a gesture of goodwill.
As my loyalty to this retailer grew, so did my benefits. I was invited to exclusive events, such as product launches and in-store promotions, and was given early access to sales and launches. What’s more, the retailer began to offer additional rewards and perks to their most loyal customers, such as free samples, gifts with purchase, and even free shipping on all orders.
As I reflect on my relationship with this retailer, I realize that their loyalty program has been instrumental in building a special kind of trust and loyalty between us. By relying on what they know about me in the CMDM, the retailer is able to provide me with a personalized and seamless shopping experience that frequently exceeds my expectations. They demonstrate that they valued my business and are willing to go above and beyond to make me happy.
Of course, the retailer also benefits from our relationship. By tracking my purchase history and preferences, they are able to gain insights into my shopping habits and tailor their marketing and product offerings accordingly, I am sure I am spending more with them than I used to.
They are also clearly able to identify trends and patterns across others in their customer base, which helps them make data-driven decisions about everything from product development to pricing and what to pitch at me that I have never considered before.
Overall, I am grateful for the relationship that has developed between me and this retailer. Thanks to their loyalty program and the way they use their CMDM. I feel as valued as one can in a customer-retailer relationship. I feel that as a brand that they appreciate and support me as a customer. I know that I can count on them to provide me with a high level of service and quality products, and I am happy to return the favour by remaining loyal to their brand.
Bring on the rewards I say!