Purchasing power, consumer volatility, rising digital acquisition costs… At a time when retail is being shaken by a host of challenges, loyalty is once again becoming an essential lever for driving in-store traffic and conversion. What are the best practices for working a customer base effectively, or re-activating dormant spenders? How can we ensure that marketing action plans co-exist, between offline and online, and orchestrate between local, multi-local andnational levels?
The context
The race to the bottom in terms of acquisition, which was still the watchword two years ago and involved heavy investment to recruite new customers, has demonstrated limits. At a time when consumers are being downgraded in terms of purchasing power and digital acquisition costs have rocketed, customer assets are once again taking center stage in marketing plans. Brands, particularly DNVBs, can no longer invest massively in Google for customer acquisition. In addition to...
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