Thought Leadership

Customer Loyalty Roundup, November 16, 2018

Welcome to another roundup of articles, news, and insights about customer loyalty, retention, and rewards programs. On the docket this week includes the effect of customer loyalty on shopper expectations, code freezes, and rewards programs. As a bonus, we highlight a new study that speaks to poor customer experience being a wedge between consumer and brand.

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Thought Leadership

Thinking outside the cart: How retailers can Prime-proof customer loyalty in 2018

by Jen Weiss

Despite website glitches in the early hours of 2018 Prime Day, Amazon still reported a record-setting 100 million products purchased by Prime members in the 36 hour sales event.

What was introduced as a celebratory tie-in to Amazon’s 20th anniversary has become the anticipated summer sales event that overtakes Black Friday. Amazon uses Prime Day to test lucrative sale items, increase membership sign-ups, and build loyalty among consumers. And other major retailers are following suit, from Alibaba’s Singles’ Day to Nordstrom’s popular Anniversary Sale.

In fact, Target reported the highest single day of traffic and sales on its website this year, and Adobe Digital Index measured a similar effect across other large retailers ($1 billion+ in annual revenue) who saw a 54 percent increase in online sales versus average on Prime Day.

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Thought Leadership

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Researchers expect shoppers to spend an estimated $3.4 billion during Amazon’s shopping frenzy on Prime Day.

But then their site went down. Then their stock went down.

While meeting the “dogs of Amazon” might have softened customer attitudes toward the poor performance, the truth of Prime Day is that despite the massive amounts of customer behavioral data available, the 36-hour shopping experience offers very little in the way of relevance to the individual customer beyond price discounts.

Instead, it’s likely the biggest loss leader in retail history because Amazon understands an important truth: Prime Day isn’t really about Prime Day. It’s about where shoppers are spending money the rest of the year.

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