Consumers today enjoy an unprecedented array of retail choice and convenience.
The dynamism of our lives colliding with our expectation of 24/7 digital connectedness continues to change customer behaviour. It is now perfectly natural to inhabit both the online and offline world and transition between them constantly, as reflected by the rise in popularity of ‘webrooming’ and ‘showrooming’.
This report by dunnhumby looks at how the evolution of loyalty is being influenced by the multichannel world and introduces the STEP measurement model, a new 4 part method that evaluates multiple dimensions of loyalty, and uncovers the deeper insights into what drives it and gives business a better chance of capturing more value.
Download this whitepaper as provided by dunnhumby to find out more about:
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The heart of a well-conceived customer strategy
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The process for measuring and optimizing customer loyalty behavior
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The complicating factor: customer diversity
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The right time and place for loyalty programs
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How to create a top-down customer strategy