Loyalty cards and loyalty programs have existed for many years in the retail trade. Discounts, benefits, special offers, stickers and much else have been tried, but with mixed or no success. In practice, the stores have found it difficult to develop and strengthen customer loyalty, and this probably because we as customers are so price-conscious.
Omni-Channel is on the way
However, most chains also work on introducing more channels and utilizing the increasing amount of information on the individual customer. The industry talks about ‘omni-channel’, i.e. when it takes a unified approach towards the individual customer, regardless of whether this is face-to-face at the store, in the web shop, via phone or via mail. Many talk about Omni-Channel and 1:1 but very few actually do it. This area both holds great potential and considerable challenges.