The Future of Retail Customer Loyalty RFID Enables Breakthrough Shopping Experiences英文资料

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1、WhitePaperTheFutureofRetailCustomerLoyaltyRFIDEnablesBreakthroughShoppingExperiencesAuthorRachaelMcBreartyJune2011CiscoInternetBusinessSolutionsGroup(IBSG)CiscoIBSG©2011Ciscoand/oritsaffiliates.Allrightsreserved.06/11WhitePaperTheFutureofRetailCustomerLoyaltyRFIDEnablesBreakthroughShoppingExperien

2、cesIt’sgettingtoughertocultivatecustomerloyalty.Traditionalprogramshavedrivenloyaltybyrewardingcustomerswithdiscounts:someretailersallowcustomerstouseloyaltycardsonlyfortakingadvantageofsaleprices,whileothershaveenabledaccumulationandredemptionofpointsthatcarrydollarvalue.Intheseprograms,discounts

3、andsalesareusuallythesameacrosstheentirecustomerpopulation,ratherthantargetingspecificcustomersbasedonspendinghabitsorpreferences.Tomorrow’sloyaltyprogramsneedtooffermorethangeneraldiscounts;theyneedtocreateapersonalizedshoppingexperience—beyondrewardsandpoints—whereloyaltyonceagainmeansadvocacyan

4、dcommitment.Loyaltyprogramsneedtomaximizerelevancebyrecognizingindividualcustomers,offeringspecialtreatment,anddeliveringsurprisestokeeppeoplecomingback.ChangingLandscapeThereareacoupleofreasonsforthealteredloyaltylandscape.NewbusinessmodelslikethoseofferedbyBizrate,Groupon,Nextag,andShopLocalprov

5、idemechanismsforcustomerstoenjoyspecialoffersanddiscountswithouthavingtoearnthemthroughaloyaltyprogram.Additionally,thecommoditizationofloyaltyprogramshasdiminishedretailers’abilitytocreateacompetitiveadvantage.Thesefactorsaredrivingtheneedtostrengthentheemotionalconnectiontoabrandthroughadifferen

6、tiatedexperience.Theconvergenceofsocialmediaandmobilityisfuelingloyaltyplatformsthatrewardcustomersthroughgame-likeapplicationssuchasLoopt,foursquare,FacebookPlaces,andshopkick.Forexample,VerizonWirelessoffershalf-pricediscountsonallaccessoriesoncustomers’thirdcheck-in,andBurgerKingisofferingafree

7、drinkwithamealforcheckinginthreetimes.Theseprogramsarenotnecessarilylimitedtovisitstoaretailer’sproperty:UniversalMusicoffersafreesongtothosewhocheckintoanybaralongwithtwofriends.Whiletheseprogramsprovidefunexper