Omnichannel strategy

Omnichannel strategy within the Loyalty Program ensures that all communication channels with customers and their interaction with a Partner are combined to create a cohesive experience. The focus of the omnichannel strategy is on the buyer. By utilizing all additional services, the omnichannel principle enables seamless switching between different channels. The transition between channels will be consistent and logical, because omnichannel allows to track the entire path of customers, regardless of where they make their purchases — online or offline.

The customer's experience should remain seamless, even when switching between different channels of communication with a Partner. If a customer wants to change the channel after a certain interaction, they should have the ability to switch easily and continue the interaction. For example, a customer buys products at a certain point of sale, and he has a loyalty card. He also uses a Mobile App on his phone to order delivery and uses card data and in the app. The Partner knows about the customer's favorite products, grants discounts for these products in the Mobile App, and tells about promotions for the products that the customer buys most often via SMS or push notifications. If the customer can't find his preferred products in the store, he can search the website or the Mobile App for the nearest retail outlet with those products available.

Thus, a comprehensive customer profile is created, consolidating all data on their actions and behavior across different sales channels. Further, by analyzing customer behavior in general and separately in each of the channels, it is possible to build an effective targeted marketing.

Sales Channels

Sales channel is the path by which goods or services are delivered to the customer. Sales channels can be divided into two types:

• online (E-com sales via Online store, Mobile App);
• offline (points of sale). In turn, points of sale can be of different formats. For example, mini-market, hypermarket, discounter, etc.

Thus, depending on the sales channel, the marketing strategy may differ, as each channel may have its own characteristics, target audience, and requires an individual approach.

The Loymax system offers a universal solution for implementation of a loyalty program (LP), taking into account the specifics of each sales channel. Partners can add any number of points of sale, including online stores, and flexibly configure the rules of offers through application of various filters. In this respect, any additional information about the point of sale, for example, format, working hours, location, availability of a coffee shop, etc. can be used to customize offers. This allows to adjust and optimize the performance of marketing campaigns. For example, by setting up offers for a particular sales channel, you can increase customer interest in this channel and, as a result, increase sales.

Setting up offers depending on sales channels

Offer for online store

When buying products in the online store, Loyalty Program members can get bonus points in case of online purchase payment.

Offer for a Mobile App

To promote a Mobile App of the Loyalty Program, it is possible to award additional bonus points to LP Members for installing it.

Offer for a specific type of point of sale

The System allows to set up an offer for outlets of a certain type. The types of points of sale are configured using attributes. Attributes of the points of sale are set when they are created and edited in the Additional information tab.