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With mobile payment becoming more and more popular, customers are leaving behind a huge amount of information at the point of transaction.
Known as basket data, retailers can segment individual customers based on their behaviour and preferences, which means they can produce targeted and personalised campaigns to change customer behaviour.
Using this basket data insight, there are five key focus points where retailers have the opportunity to influence customer behaviour:
Creating a customer experience that gives a retailer the ability to change customer behaviour in these areas is a big challenge.
To meet this challenge, retailers need to introduce a robust and personalised loyalty platform that will not only reward customers, but also encourage them to make buying decisions that retailers want them to make.
There are three elements to a genuinely personalised experience, which allows retailers to build customer loyalty, as well as incentivise and change customer behaviour:
These options provide a way to build personalised retail campaigns that really can change customer behaviour in a positive way for both parties.
Proof is always in the pudding, so I’ll leave you with some recent campaigns, which some well-known brands undertook using Yoyo’s unique insight dashboard and campaign manager, Yoyo Engage.
To increase footfall during the period of hot weather this year, Caffè Nero decided to push its iced drinks range by offering double stamps for every purchase through its app.
One week after the campaign launched:
Through Caffè Nero’s Yoyo-powered app, this campaign promotion created a much needed increase in loyalty and footfall during a seasonal period that normally dips.
Vietnamese fast food chain Hop wanted to increase the frequency of purchases on a Tuesday. Through the Yoyo app they decided to offer double loyalty points to all customers who came in on that day.
Activity on a Tuesday for the month after the campaign launched looked very different to the previous month:
All retailers have down time. Hop utilised the technology platform of Yoyo to great use here and drove footfall into store during a day that usually dips.
A well known student union ran a bar outlet, which they had hoped would peak on Friday afternoons and evenings. However it was soon found that, owing to their location in the town centre, students were drifting outside the campus by mid afternoon to other food and drink outlets on the high street.
The student bar wanted a campaign that would not only incentivise students to visit the bar, but encourage them to go on buying drinks throughout the afternoon and into the evening.
The answer – Free Chip Friday
Every Friday, Yoyo app users would receive a free portion of chips with every purchase between 3pm and 9pm.
Just one week after the campaign launched:
Being able to drive thousands of student customers into an outlet on campus that usually loses footfall at a certain time of week was rewarding for the retailer.
Les joined Yoyo when it first launched in 2013 and was responsible for scaling the company from one university to over 60. His role has since expanded to build and maintain strong partnerships between Yoyo and EPOS companies. Before joining Yoyo, Les worked in mobile commerce and payments.
You can reach Les at email@example.com