Since the pandemic’s disruptive innovations, the terms “omnichannel” and “omnichannel loyalty programmes” have become industry clichés. However, having many marketing channels is now a must, particularly for merchants. In one of its studies, McKinsey highlights this trend by noting that more than one-third of Americans now regularly use omnichannel features like online ordering for in-store pickup.
You should be asking, “How can I ensure that my loyalty programme is in line with my company’s omnichannel marketing strategy?” now that being omnichannel is a requirement. Personalization, cross-channel gamification, a better user experience, and many other things are some of the answers.
What Do Omnichannel Loyalty Programs Encompasse?
Setting up a holistic form of interaction and smoothly interacting with customers across all marketing channels, including offline, online, and mobile, is the essence of having an omnichannel loyalty programme. As a result, omnichannel loyalty programmes increase not only the amount of touchpoints a company can have but also enhance and elevate the whole reward experience.
For instance, an omnichannel loyalty programme enables customers to sign up for the programme while standing in line by scanning a QR code inside the store. They then receive a mobile pass along with their welcome email, which they can use to quickly redeem their welcome gift at the cashier.
The Difference Between Multi-Channel and Omnichannel Loyalty Programs
Before delving further into the specifics and implementation of omnichannel loyalty programmes, it’s crucial to make it clear that just because a rewards programme has channel-specific components, it doesn’t automatically qualify as omnichannel. The need of being omnichannel, for example, won’t be met by simply having a loyalty app that provides nothing more than the pre-existing web membership page. Similar to the previous example, providing customers with a loyalty card they can use to identify themselves won’t automatically result in a comprehensive customer profile. Instead, you must lay the groundwork for a system (using a POS, for example) where you can sync up all of a customer’s offline interactions, both transactional and non-transactional, into your database.
The development of an omnichannel loyalty programme
A “standard” and a “omnichannel” loyalty programme differ primarily in their organisational design. You must consider how the various channels will connect with one another during the concept stage as well as the types of cross-channel reward trips you want to design. Additionally, there is a checklist for creating an omnichannel loyalty programme that you must pay attention to:
Map out the information that each of your clients’ primary channels for shopping would supply.
Consider whether the omnichannel experiences you intend to design will make it simpler for customers to interact with your reward programme.
Learn how to reward clients who participate in your loyalty programme, for as by awarding extra points for downloading an app.
A Comparison between Plastic and Digital Cards
One major decision that omnichannel loyalty programme owners must make is whether to offer traditional plastic cards that can be kept in a physical wallet or digital passes that can be kept on a smartphone’s wallet or in an app.
The solution can appear apparent, but don’t make a decision too quickly! Unexpectedly, plastic cards remain a fan favourite: the For Love or Money 2022 loyalty research states that 49% of Australian loyalty programme participants still enjoy using traditional plastic cards in 2022, down from 81% in 2017.
Gen Z and Gen X consumers are more inclined to adopt digital cards, whilst Baby Boomers particularly appreciate the traditional cards. As a result, businesses that cater to the elderly, like pharmacies, should continue with plastic cards or at the very least create a hybrid system that accepts both.
Today, begin developing your strategy.
A well-designed omnichannel loyalty programme can offer a lot of possibilities and reward events to keep your brand relevant in the eyes of customers and help you obtain insightful data about your customers’ purchasing habits, even though the procedure may not be all that simple.
Are you interested in having a conversation about how Antavo’s technology can assist your company in establishing a cutting-edge loyalty programme? Send us an RFP or request a demo at any time; our experts are available.
Additionally, be sure to download our helpful worksheet, which will walk you through the crucial elements of creating a strong loyalty concept, if you’re prepared to begin thinking.