Exploring paths to customer loyalty in retail with Kelsey Jones from SAP Emarsys

In this episode of CX Education, host Gwen Lafage engages in a thought-provoking conversation with Kelsey Jones from SAP Emarsys. The discussion centers around the critical topic of customer loyalty in the retail landscape.

Kelsey stresses the importance of understanding different kinds of loyalty, shedding light on five distinct types: incentivized, inherited, silent, ethical, and true loyalty. Gwen and Kelsey take a deep dive into these loyalty categories, and discuss how retailers can tailor strategies to cut through the noise.

As the holiday season approaches, Kelsey advises retailers to harness clean, actionable data to fine-tune their customer engagement. She underscores the need for personalization, the delicate balance between channels like SMS and email, and the significance of ethical considerations in loyalty programs.

This episode offers invaluable insights for retailers looking to build long-lasting customer relationships and boost loyalty initiatives.

#CXEducation #customerexperience #customerloyalty

Video chapters
0:00 - Introductions
0:49 - All about Kelsey and Emarsys
3:19 - The Emarsys customer loyalty index report
4:33 - Loyalty for retailers
7:45 - How can retailers keep customers coming back?
9:43 - How can retailers manage customer service?
12:17 - Personalization and loyalty in retail
16:57 - The omnichannel brand
20:08 - How does messaging fit into the picture?
23:57 - Personalization for added value
25:15 - Understanding your customers
26:09 - Increasing data around the holidays
27:37 - Tips for retailers to hit the mark this holiday season
29:52 - Takeaways from the Emarsys report
33:17 - Conclusions and close