Sales, giveaways and other promos can be a great way to get more traffic into your store and even turn one-time shoppers into longtime customers. However, it's not always as simple as just picking the right product or coming up with a catchy tagline.
Theresa Wabler by way of RetailCustomerExperience gives us some great pointers to check off to ensure your promotion is a positive customer experience. You can read her full list here.
1. Do you process promotional incentive claims in days?
In the digital age of immediate gratification and speed-of-light communications, consumers now have the expectation that promotional rewards will be delivered quickly. Waiting multiple months for a rebate payout will not yield a positive customer experience. Ideally, claims should be processed in days, and the end-to-end timeline for speedy reward delivery should be communicated to customers at the time of purchase.
2. Do you have one or two soft guidelines that allow for wiggle room?
A consumer that goes out of his or her way to take advantage of a promotional offer should be treated like a potential loyal customer and ambassador for your brand. Making small exceptions for customers that miss a promotion’s deadline by a day or two, or lose the hard copy of a coupon, will yield an even more positive and memorable brand experience. Empower your well-trained customer service team members to make such determinations on the spot.
3. Do you link your promotional program to a loyalty or referral program?
Deal seeking is an ingrained consumer behavior that is here to stay. In fact, according to Blackhawk Engagement Solutions’ 2013 shopper study, 93 percent would drive 5-10 minutes out of their way for $20. If a customer is willing to take advantage of a promotional offer, he or she is also likely to see value in an ongoing loyalty or referral program that provides additional discounts or special deals. It is a smart strategy to link the two marketing programs.