A Framework for Driving Omni-Channel Loyalty

By David Louie

Showrooming: For some retailers, it's the bane of their existence. For others, it's just a mild annoyance. Either way, it's an undeniable phenomenon that's been covered heavily in the press.
Increased acquisition costs: It's becoming increasingly expensive to acquire loyal customers across all channels. For example, daily deals were pitched as a compelling acquisition tool, but for many retailers they've proven to be high cost and ineffective at bringing in profitable and loyal customers.
High customer expectations: Omnichannel customers have come to expect a great overall cross-channel experience. According to a recent eMarketer survey, 34 percent of survey respondents say 24/7 customer service is the most important attribute of a great retail experience. Furthermore, 20 percent of survey respondents say that being rewarded for purchases, feedback and referrals is most important to them.

Given these trends, now more than ever, it's critical that retailers invest in and focus on building a loyal customer base.