Welcome to the weekly roundup: a compilation of news, ideas and learnings from the SessionM world.
Quote of the week:
“The response has been terrific so far. The key to the loyalty program is this is one of the things that consumers have said they have wanted from Chipotle for a long time. And so we delivered one. The more you Chipotle, the more you get from Chipotle. I think perhaps most importantly, it’s really a first step for us in terms of digital customization and knowing you as an individual. We can serve up customized offers and news that relevant to you as an individual, as opposed to having to do marketplace wide communication” – Chris Brandt, Chipotle CMO discussing the launch of Chipotle’s rewards pilot program. (Cheddar)
One size fits all… poorly
People don’t want to be treated as a faceless ‘impression’ in marketing any more than they do elsewhere. Impersonal interactions and offers certainly aren’t driving customers to spend more, and instead are leading to high churn rates, low satisfaction, and higher customer acquisition costs. Discover why one size fits all messages and discounts need to become a thing of the past in this article SessionM CMO Patrick Reynolds wrote for VentureBeat.
“The more you Chipotle, the more you get from Chipotle”
Chipotle is piloting a new loyalty program in three test locations, and CMO Chris Brandt sat down with Cheddar to go over initial results and future hopes. It’s not everyday that one of the biggest and most well known brands in the restaurant space begins to invest heavily in a customer loyalty program, and we’re excited to see what comes of it. We’d also like to learn more about what prompted them to sell scratch-and-sniff stickers, but for now we’ll bite our tongue.
What incentivizes you?
The ability to deploy a flexible incentives program fueled by robust customer data capabilities allows for brands to increase customer value through incentives that are unique, compelling, engaging, and sometimes challenging. Our new blog post walks readers through different incentives types, and how they influence customer spend and behavior. Unfortunately greater knowledge is the only incentive we can offer for reading.
Loyalty for all ages
Interested in developing a rewards program that incentivizes high value customer behaviors across all generations? Then join marketing leaders from Hathway and SessionM for a free webinar on how marketing to different ages and generations can alter the effectiveness of your brands rewards program. A Generational Thing: Rewards Incentives for the Ages, for All Ages, will run October 30th at 11am PST / 2pm EST.
Finding the right CDP
MarTech Advisor has published their Buyers Guide for Choosing a Customer Data Platform in an Evolving Landscape, download here. Currently the market is evolving from the original definition David Raab, founder of the CDP institute gave us: A marketing-managed technology that can deliver a unified, persistent view of the customer and is accessible to other systems. The core of the solution has stayed the same, but other features and use cases are starting to mean different things to vendors and users alike. Interested in learning more about the SessionM CDP? Get in touch to discover how the SessionM platform makes your data actionable so you can make your customers more loyal and profitable.