How Do You Keep the Attention of Loyal Customers?


by David Shor (Google+)
Posted on April 22, 2016 in customer-acquisition-retention.

A little loyalty can go a long way. Consider the case of video game retailer GameStop, whose PowerUp Rewards loyalty program recently celebrated its five­year anniversary:

According to an article on MediaPosts's Email Marketing Daily, GameStop's program has accrued 32 million members, who account for nearly 75% of the company's sales and spent just under an estimated $7 billion in 2014. That's the kind of marketing success a company can bank on.

Considering the costs associated with acquiring and converting new prospects, loyalty programs represent a remarkable opportunity to reward your customers with offers that are tailored to their personal interests — like product discounts, promotional gear, and access to exclusive events. Even more importantly, these programs can be combined with email marketing to create a powerful and cost­effective way to foster ongoing engagement while driving increased sales.

How powerful? Data from 500Friends shows that loyalty­powered emails can increase ROI by more than 50% when compared to regular promotional content. Moreover, a BlueHornet study found that 98% of consumers said they were influenced by a marketing email to make a purchase.  

Of course, not every business will find success with loyalty programs, or email marketing, or any popular marketing technique, no matter what it's potential. That's why we at Prove custom­ build every solution we provide for our clients, based on our analysis of each company's unique brand value, audience insights, and strategic goals. We develop a specific matrix that can be executed across all the digital channels that make sense, and then continue to adjust those blueprints for optimal success.

Could a loyalty program be the right path to increased customer engagement and better ROI for your business? We would be happy to help you find the answer to that question — and any others you might have.


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About Prove

Prove is a new kind of customer acquisition, retention, technology and analytics agency. We are redefining the way marketing works, by having a single-minded focus on results. Our approach minimizes marketing risk and maximizes short-term and long-term results through a disciplined process. Our philosophy is to leverage the power of Mass Personalization to increase ROI while reducing marketing costs.

We call it Acqretention™, the process of converting an anonymous audience that is always just a click away from the competition into Connected Prospects. In this way, we support direct response results, but we retain the engagement of prospective customers who are earlier in the buying cycle.

Our approach involves a framework that ensures marketing success we call Little Bets. We get into market quickly and generate learnings through extensive testing, then go big with the winning ideas, messages, offers, channels and technologies. We'd like to do that for you.


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