Interview with Bryan Roberts: Building a Successful Customer Loyalty Program in Retail
Zinrelo recently reached out to Bryan Roberts, Global Insights Director at TCC Global (UK) to know his thoughts on how retailers can build a successful modern day loyalty rewards program.
Bryan has around 20 years of experience in the retail research and insights industry, working for clients including some of the world’s largest retailers and FMCG suppliers. To know more about the insightful tips and strategies from Bryan, read the excerpts from the interview below.
Q & A Excerpts – Building a Loyalty Program
Zinrelo: What are the key features that retailers desire in a customer loyalty program?
Bryan: I think that a number of loyalty programs – particularly those that are card based – are running out of steam somewhat. Rewards are being diluted and shoppers are becoming disenchanted. From the retailer’s perspective, these programs are great at delivering data, but they are less efficient in delivering loyalty. Successful loyalty programs are those that deliver genuine acknowledgement and gratitude for a shopper’s business while at the same time providing data and insights across all channels that a shopper frequents.
Zinrelo: Top strategies for retailers to encourage customers to engage with their loyalty program?
Bryan: Shoppers crave genuine personalization and well-targeted communication rather than generic promotions or messaging. Retailers should endeavor to ensure that communications are tailored around a shopper’s lifestyle and purchase history and should also ensure that activities are leaning towards the issues that shoppers care about: family, health and community. Too often, loyalty programs are just glorified voucher campaigns rather than a genuine attempt to enrich shoppers’ lives and thank them for their custom.
Zinrelo: How retailers can measure the success of a customer loyalty program?
Bryan: Obviously, there are quantitative measures like share of spend, frequency, basket and NPS. However, I also believe that qualitative research is equally important – really getting under the skin of shoppers to gauge how effectively loyalty campaigns deliver return on emotion as well as return on investment.
Free value calculator to estimate the ROI your business can derive from the loyalty rewards program.
More About Our Influencer: Bryan Roberts
Bryan Roberts is global insights director at TCC Global (UK), collaborating with major international retailers to help create meaningful shopper loyalty. Prior to joining TCC, Bryan was SVP & knowledge officer for Kantar Retail, and he has around 20 years of experience in the retail research and insights industry, working for clients including some of the world’s largest retailers and FMCG suppliers.
Twitter Profile: https://twitter.com/BryanRoberts72