Alexei Dulub is its founder and CEO PixelPlexan R&D company powering meaningful digital transformation across industries.
In the wake of global crises and adverse macroeconomic factors, businesses have struggled to stay afloat and retain their existing customer base.
Loyalty programs can be seen as a viable solution to this issue. According to the State of Brand Loyalty 2021 survey, 83% of respondents admit that loyalty programs influence their decision to stay with brand.
Our team has seen how our customers and partners have been excited about producing leading-edge, human-centric engagement solutions that would provide their consumers with exceptional experiences.
Past and unfortunately present global challenges have pushed decision makers to do a 180 and conduct more thorough research into the needs, requirements and preferences of their target audience to develop more relevant and usable products.
Speaking from my experience, I believe that engagement solutions have shown an amazing ability to evolve and keep up with the times. We’ve seen how deceptive loyalty programs have turned into full loyalty platforms and even ecosystems. They can work with a wealth of data and help businesses offer their customers new opportunities, cool engagement techniques and rewarding experiences.
Recently, there has been a lot of discussion about what it takes to design a successful engagement platform that will give businesses a competitive advantage. Having been involved in the development of engagement solutions of varying degrees of complexity, I would certainly suggest harnessing the power of cutting edge technologies and incorporating leading trends that would keep consumers engaged, motivated and most importantly brand loyal.
It is wise to conduct research on customer needs and pain points, always trying to be on the same wavelength as them. But I’d say it’s even more important to be one step ahead and incorporate exclusive features that will produce a “wow” effect to your consumers.
But, as they say, that’s easier said than done. Developing fidelity solutions is a big challenge. You may know your end goal well, but you need to think about all the tiny but essential details that make up a whole solution.
Some time ago our team was commissioned to produce a football fan engagement platform. I’d like to share some insights we’ve learned from this experience and outline what makes a strong engagement solution.
Built-in Analytics tools to monitor and analyze user behavior
To better understand the needs and preferences of your target audience and make informed decisions, you can incorporate a set of analytics tools in the engagement solution and collect, process and analyze a wealth of data about consumer behavior.
The data collected will provide useful insights into consumer preferences, spending behavior, geography, ways to optimize your app’s UX/UI, and more. In this way, you have the opportunity to increase user engagement, introduce bespoke engagement building initiatives and create an environment that attracts investment.
It is important that you must guarantee the security of users’ personal data and collect it in accordance with the General Data Protection Regulation (GDPR) and other relevant laws.
Refined reward system to encourage consumers to use your solution
An advanced loyalty solution should have a strong reward model. This means that consumers can participate in various activities, be rewarded with special points and exchange them for other benefits (eg discounts, merchandise, free goods and services and other lucrative offers) directly on the platform.
If you want to go the extra mile, then consider designing and implementing blockchain-enabled brands to your faith solution.
Token rewards, as well as NFTs, have become commonplace in many applications and have proven successful among users. Undoubtedly, you will need to invest a lot of time and money to develop a comprehensive tokenomics strategy and integrate it into your engagement solution, but the end result is likely to be worth it.
Mobile app to access a loyalty solution on the go
Since users prefer to spend a lot of time on mobile devices, you should consider creating a user-friendly mobile app that will help consumers access your loyalty solution and receive notifications of new offers anywhere, anytime .
Deliver a stunning, bug-free mobile app with an aesthetically pleasing and, most importantly, intuitive design that will make your audience want to use it.
Gamification techniques to provide consumers with superior experiences
A well thought out game strategy is sure to help you increase your brand awareness and make your promotional offers more enticing.
Work with your team and brainstorm gamification techniques such as trivia, quests, product quizzes, slogan contests, and more. Additionally, you can provide elements such as leaderboards and progress tracking to enable more rewarding experiences.
Take an omnichannel approach to deliver a holistic form of engagement
If your business is represented offline as well, you can design an omnichannel loyalty program that delivers loyalty through different touchpoints, from websites and mobile to offline stores.
This approach will facilitate more effective communication with your customers and improve the customer journey. For example, you might consider experimenting with card-link technology. This means a customer can earn rewards points in an app and later pay with them at a brick and mortar store.
Embedded opportunities to help consumers make the world a better place
People have become more careful about their environmental impact and started taking various social issues more seriously. That’s why, to align with consumer principles and do good together, businesses need to think about how they can enable consumers to make small donations and support charities or environmental programs directly through the loyalty platform their.
For example, you can partner with a charity, inform your consumers about it and provide them with the opportunity to transfer a desired percentage of accumulated in-app loyalty points to a specific charity.
To offer a complete engagement solution, you need to combine thorough research into the needs and preferences of your target audience with leading technology and global trends. If you manage to tick all the boxes, rest assured that the end result will live up to everyone’s expectations.
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