CRMC 2019 Recap: Personalization & Data Are Key to Enhancing the Customer Experience

June 13, 2019 Brianna McEwan

As we approach the end of the first half of 2019, data & personalization have emerged as two central themes in the retail world. That’s why it’s no surprise that the recent Customer Relationship Management Conference (CRMC) was centered around these ideas and their connection to loyalty.

Last week, the CrowdTwist team, as well as many of our clients and partners, attended the CRMC conference in Chicago and as usual, it did not disappoint!

Here are some key learnings from this year’s conference:

Brands must personalize across entire brand portfolio and touchpoints

Many speakers discussed the challenges of promoting loyalty across multiple brand entities and touchpoints. Several brands took to the stage to share best practices and guidance.

Foot Locker drives engagement across brand banners with new FLX program

Hope Tannenbaum, Senior Director of Loyalty & Research at Foot Locker, explained how they’re working to create a single program that bridges digital and physical stores across all of their brand banners. The FLX program, powered by CrowdTwist, incentivizes members to engage with the brand beyond purchases and earn points for completing activities such as surveys and friend referrals. These points can be redeemed for a selection of ‘money-can’t-buy’ merchandise and experiences from the program’s new rewards catalog. The program builds meaningful relationships with members across all customer touchpoints by capturing critical customer insight to drive personalized communications, relevant promotions, and compelling brand experiences.

Williams Sonoma recognizes opportunity to drive incremental sales across family of brands

Aaron Glick, Vice President of Loyalty at Williams Sonoma spoke about how they’re using The Key Rewards program to drive awareness and engagement across their family of brands. He touched on the fact that there can be challenges to having one umbrella loyalty program across multiple brands, but there are also huge opportunities to drive incremental sales and reward members for shopping across your entire portfolio of brands.

Express is building brand affinity through multichannel personalization

Kate Jung, Director of Loyalty, Mobile, & Strategic Partnerships at Express discussed how they’re using loyalty to personalize customer experiences across various touchpoints. Express has focused on taking advantage of “non-shoppable” moments to help build brand affinity and engage and delight their loyalty members. By focusing on more than just purchase, and incorporating interactive mobile experiences, they have been able to uncover customer preferences and motivations that help to power future personalization.

Foot Locker, Williams Sonoma, and Express all recognized that it’s important to have a consistent program across many different brands and touchpoints in order to be able to maximize customer relationships and loyalty, and are an example of the successes that brands can achieve in doing this.

Customer data is informing loyalty program design and improving the customer experience

CRMC attendees heard from a number of brands on how they were using data to inform and optimize their current loyalty strategies and programs.

Sephora leverages data to build communities and keep their program engaging

Allegra Stanley, Vice President of Loyalty at Sephora, spoke about their data-driven journey to redesign their Beauty Insider program. Drawing from loyalty data reports, Sephora decided to focus on new rewards and experiences, and on driving a sense of community between members. This approach helped to create member excitement and increase engagement to meet their members’ evolving needs and keep the program fresh.

Lane Bryant uses data to empower customers on their brand journey

Eric Gohs, Vice President of Marketing at Lane Bryant, discussed how their data-driven insights helped them to gain a deeper understanding of their customers. In reimagining their marketing strategies, they decided to empower customers to create their own journey within their brand to help foster connections and strengthen brand loyalty.

Chico’s applies data to transform retail strategies

Elpida Ormanidou, Senior Vice President of Analytics & Insights at Chico’s spoke of how the brand used data to drive innovation in retail analytics. They gathered data from across the entire organization to help mold their strategy around product assortment, visual merchandising and marketing to create personalized experiences that keep their customers engaged and always coming back.

Sephora, Lane Bryant, and Chico’s all demonstrated ways customer data can be used to not only create personalized and meaningful experiences for customers, but also to help refresh marketing and loyalty strategies.

CRMC 2019 highlighted how many top retail brands are using loyalty to drive increased personalization with customers, and how important data can be in the growth and adaptation of marketing strategies. These are important things to keep in mind as we head into the back half of 2019. We hope to see you at CRMC 2020!

If you’d like to learn more about how loyalty can power increased personalization and data insights for your brand, check out our latest webinar, "How to Leverage Data to Drive Customer Loyalty via Personalization.”

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