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Re-Evaluate: 3 Words For Loyalty Marketing in 2015

Re-Evaluate: 3 Words For Loyalty Marketing in 2015

A budding tradition at Hanifin Loyalty has been to select 3 words that we believe will define the course of the data – driven customer marketing business (you can refer to it as Loyalty Marketing, if you prefer) over the next 12 months. Doing so represents much more than an excuse to write a “New Year’s” blog post. There is substance behind each word and, even if you don’t entirely identify with the word itself, the supporting explanation of each one should provide thought provoking points about customer loyalty trends to take back to your office. The 3 words chosen for this year are shown below and we start off by diving into our thoughts behind Re-Evaluate. Re-Evaluate Re-Position Re-Calculate   Re-Evaluate By now, there should be C-Suite recognition of the influence on customer behavior by information transparency, consumer attention span, and the entitlement mentality. Above all, the customer growth strategies that we create must stimulate behavior change. To be successful, marketers need to firmly understand how the baseline of human behaviors are evolving and re-evaluate how we create strategies and campaigns that will have positive impact. If we remember that all customers are human beings – no matter what they say while on the phone with your call center – then we must agree that seeking to understand trends in human behavior is critically important to being able to connect and develop dialogue with our customers. Reported over the past several years as an influencer of purchase behavior, the availability and transparency of information has not only “empowered” the consumer, it has completely changed the mindset which marketers...
Boomers and Millennials square off over digital payments

Boomers and Millennials square off over digital payments

Earlier this week, our consulting firm Hanifin Loyalty engaged a service provider who presented an invoice to be paid via Square Cash. We managed to remit funds as requested but the transaction didn’t go down without a healthy debate between myself and my Digital Strategy Director about the efficacy and security of this new payment channel. Call it a debate between Boomers and Millennials on the changing face of the payments landscape, or just an illustration of the type of dialogue that needs to take place to keep the generation gap between Millennials and Boomers as tiny and manageable as possible. Either way, its clear that Millennials are making payment choices and are comfortable with a range of payment technology that still give Boomers pause for concern. Here’s a view into our discussion: Boomer: I don’t mind trying something new. I’m already familiar with Square as a merchant acceptance method and have a Square dongle myself. We routinely use PayPal and I’ve made Peer to Peer payments with Chase’s Quick Pay. But come on, is this one step too far? Millennial: Not sure what you’re worried about (haha). I’ve been using Square Cash for a while now. It is easy, secure, and most of my friends use it too. Remember that you reimbursed me for the office lunch last week using Square Cash? Boomer: You’re right, I did pay for lunch with Square Cash, but that was a $27 lunch. This is a much bigger invoice. What concerns me is linking an online app to my business debit card. Millennial: Maybe you just don’t know enough about it. It’s...

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