本文源引自Edward Drax在《Retail Customer Experience》2024年4月3日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
Amidst the current cost of living crisis, U.K. shoppers have tightened their purse strings, presenting a formidable challenge for retailers to remain competitive. With less money to spend, customer spending habits are shifting and this is impacting brand loyalty. In these times, shoppers prioritize thoughtful purchases, underscoring the importance for retailers to adapt and connect with customers on a deeper level.
在当前的生活成本危机中，英国购物者勒紧了钱包，这对零售商保持竞争力提出了巨大的挑战。随着可花的钱减少，客户的消费习惯正在发生变化，这正在影响品牌忠诚度。在这个时代，购物者优先考虑深思熟虑的购买，这凸显了零售商在更深层次上适应和与客户建立联系的重要性。
For major retailers navigating these stormy financial waters, maintaining a loyal customer base is more crucial than ever. This is a lesson some brands are having to learn the hard way as they grapple with weakening ties to repeat customers, leaving them vulnerable to competition. In this article, I offer data-driven insights and strategies for brands and retailers to foster lasting customer loyalty in an ever-changing landscape.
对于在金融风暴中航行的大型零售商来说，维持忠实的客户群比以往任何时候都更加重要。这是一些品牌必须经历的惨痛教训，因为他们正在努力应对与回头客的联系不断减弱的问题，从而使他们容易受到竞争的影响。在本文中，我为品牌和零售商提供数据驱动的见解和策略，以在不断变化的环境中培养持久的客户忠诚度。
Empowering personalization with customer data
利用客户数据实现个性化
Personalization is key to building lasting relationships with customers and to forming marketing strategies. And by prioritizing data security and GDPR compliance, retailers can instill trust in customers while delivering personalized experiences. Customers are more comfortable sharing personal data when they see tangible benefits in return and have high expectations regarding how their data is handled and presented back to them.
个性化是与客户建立持久关系和制定营销策略的关键。通过优先考虑数据安全和 GDPR 合规性，零售商可以在提供个性化体验的同时向客户灌输信任。当客户看到切实的回报并对其数据的处理和呈现方式抱有很高期望时，他们会更愿意共享个人数据。
Our research reveals a growing preference for tailored offers, with nearly two-thirds (64%) valuing personalized promotions based on their shopping history. This sentiment is particularly strong among younger demographics, with 75% expressing a preference for personalized offers. This highlights how retailers must leverage customer data to enhance the shopping experience, but how do you create the purchase histories and build the customer profiles required for personalized communications?
我们的研究表明，人们越来越偏爱定制优惠，近三分之二 (64%) 的人看重基于其购物历史的个性化促销。这种情绪在年轻人群中尤为强烈，75% 的人表示偏好个性化服务。这凸显了零售商必须如何利用客户数据来增强购物体验，但如何创建购买历史记录并建立个性化通信所需的客户档案呢？
Loyalty programs provide a wealth of customer insight, but they may not be appropriate for some retailers and even the best programs will only entice a subset of customers to sign up. Digital receipts are a proven solution for identifying customers and linking them to their transactions and work well either on their own, or as a complementary solution to an existing loyalty program. Customers are happy to identify themselves in order to receive a digital receipt for easier storage of receipts and for hassle-free returns. And as a result digital receipts enable retailers to identify non-loyalty members, thereby significantly increasing customer data capture and insight.
忠诚度计划提供了丰富的客户洞察，但它们可能不适合某些零售商，即使是最好的计划也只能吸引一小部分客户注册。数字收据是一种行之有效的解决方案，可用于识别客户并将其与交易联系起来，并且可以单独使用，也可以作为现有忠诚度计划的补充解决方案。客户很乐意表明自己的身份，以便收到数字收据，以便更轻松地存储收据并轻松退货。因此，数字收据使零售商能够识别非忠诚会员，从而显着增加客户数据捕获和洞察力。
Engage customers with loyalty programs
通过忠诚度计划吸引客户
Loyalty programs offer a reliable way to engage customers and support brand loyalty. Once a connection has been established with offers that reflect interests, personalization can be extended to rewards and loyalty discounts to incentivize repeat purchase and foster long-term interest.
忠诚度计划提供了一种吸引客户并支持品牌忠诚度的可靠方式。一旦与反映兴趣的优惠建立联系，个性化就可以扩展到奖励和忠诚度折扣，以激励重复购买并培养长期兴趣。
With 97% of customers enrolled in at least one loyalty program, these initiatives are clearly popular. In fact, over two-thirds of customers say they are signed up to at least three programs, evidencing their commitment to maximize the offers, discounts and benefits that retailers make available.
由于 97% 的客户至少加入了一项忠诚度计划，这些举措显然很受欢迎。事实上，超过三分之二的客户表示他们至少签署了三个计划，这证明了他们致力于最大限度地提高零售商提供的优惠、折扣和福利的承诺。
In efforts to make long-term savings on particular items, loyal customers will often spend a little more in the short-term to unlock the extra loyalty tiers, so brands shouldn’t be seeing these schemes as a sacrifice of short-term revenue. If effort is put in to encourage brand loyalty with a personalized set of rewards, the lifetime value of customers can skyrocket.
为了在特定商品上进行长期节省，忠诚的客户通常会在短期内多花一点钱来解锁额外的忠诚度等级，因此品牌不应将这些计划视为短期收入的牺牲。如果努力通过个性化的奖励来鼓励品牌忠诚度，客户的终身价值就会飙升。
It is an opportunity to build relationships with customers, especially if the offers on show are tailored to specific needs through consistent, data-backed personalization. We know that 57% of customers are more likely to shop with a retailer that personalizes offers for them. So, lacking a loyalty scheme may mean customers turn to other brands — especially if the economic climate is putting pressure on spending.
这是一个与客户建立关系的机会，特别是如果展示的优惠是通过一致的、有数据支持的个性化来满足特定需求的话。我们知道，57% 的顾客更有可能在为他们提供个性化优惠的零售商那里购物。因此，缺乏忠诚度计划可能意味着客户会转向其他品牌——尤其是在经济环境给支出带来压力的情况下。
From an engagement point of view, if loyalty programs are the carrot to encourage a customer to make repeat purchases, the digital receipt is an additional benefit of that program and a distribution channel for promoting the rewards and benefits of the scheme. It allows retailers to extend the customer conversation to include post purchase communication about the brand, service and also be used as a marketing tool. This provides an opportunity for retailers to broaden the relationship with the customer and foster increased loyalty.
从参与的角度来看，如果忠诚度计划是鼓励客户重复购买的胡萝卜，那么数字收据就是该计划的额外好处，也是促进该计划的奖励和福利的分销渠道。它允许零售商扩展客户对话，包括有关品牌、服务的购买后沟通，也可用作营销工具。这为零售商提供了扩大与客户关系并提高忠诚度的机会。
Digitize shopping experiences with digital receipts
通过数字收据实现购物体验数字化
Loyalty programs are here to stay in retail and it matters how they are presented to customers. Choosing to make these experiences digital brings brand initiatives in line with customers’ expectations about communication, personalization and ease of use. This is especially important as technology becomes more integrated across the industry.
忠诚度计划将留在零售业，如何向客户展示这些计划很重要。选择将这些体验数字化，可以使品牌举措符合客户对沟通、个性化和易用性的期望。随着整个行业的技术变得更加一体化，这一点尤其重要。
In-store digital receipts are blurring the lines between online and in-store shopping, creating an omnichannel environment. Our survey indicates three-quarters of shoppers have been offered the option of digital receipts. It is a notable preference among younger customers, with 80% of those aged 26-35 expressing a favor for this option.
店内数字收据模糊了网上购物和店内购物之间的界限，创造了一个全渠道环境。我们的调查表明，四分之三的购物者可以选择数字收据。这是年轻顾客的显着偏好，26-35 岁的顾客中有 80% 表示支持这种选择。
This preference is even stronger when linked to loyalty programs, with 79% of shoppers preferring digital receipts to be available automatically for loyalty purchases — an indication of the importance of digital touch points in building customer relationships for retailers.
当与忠诚度计划联系起来时，这种偏好甚至更强烈，79% 的购物者更喜欢在忠诚度购买时自动获得数字收据，这表明数字接触点在为零售商建立客户关系方面的重要性。
Similarly, the inconvenience associated with physical receipts — especially when making returns — is driving a preference for digital options. We know 77% of shoppers have thrown out receipts that they meant to keep. With the majority of retail spending still happening in-store, lost or discarded receipts are a real frustration point for customers. It’s no surprise that 62% find digital receipts desirable at the point of payment.
同样，与实物收据相关的不便（尤其是在退货时）正在推动人们对数字选项的偏好。我们知道 77% 的购物者扔掉了他们本想保留的收据。由于大部分零售支出仍在店内进行，因此丢失或丢弃收据对顾客来说是一个真正的挫败点。毫不奇怪，62% 的人认为在付款时需要数字收据。
This goes to show there is a clear customer desire for more streamlined in-store experiences. Retailers offering digital receipts in a seamless and transparent manner are likely to see an increase in repeat purchases and improved customer satisfaction — unsurprising given almost half (47%) are more likely to shop with retailers that provide easy access to digital receipts.
这表明客户明确渴望更简化的店内体验。以无缝和透明的方式提供数字收据的零售商可能会看到重复购买的增加和客户满意度的提高——这并不奇怪，因为近一半（47%）的零售商更有可能在提供轻松访问数字收据的零售商处购物。
Keeping customers content
让客户满意
In a competitive market where customers have high expectations of brands, relying solely on product offerings is not sufficient to ensure customer loyalty. Retailers can enhance the shopping experience by using data and exploring new marketing channels to make shopping more enjoyable, convenient and memorable for shoppers.
在竞争激烈的市场中，客户对品牌抱有很高的期望，仅依靠产品供应不足以确保客户忠诚度。零售商可以通过使用数据和探索新的营销渠道来增强购物体验，让购物者的购物变得更加愉快、方便和难忘。
By implementing simple digital solutions for in-store processes like issuing digital receipts, retailers can make a positive initial impression and build a foundation for long-lasting customer relationships. Engaging customers with loyalty programs and using transaction data to tailor future shopping experiences are key strategies to drive long-term success.
通过为店内流程实施简单的数字解决方案（例如发放数字收据），零售商可以给人留下积极的第一印象，并为持久的客户关系奠定基础。通过忠诚度计划吸引客户并使用交易数据定制未来的购物体验是推动长期成功的关键策略。
