Getting Loyalty to Work For Your Business
Customer loyalty is not what it used to be. In a world where there are more options than ever before, it is very easy for customers to switch from visiting one store to another next door. Think about the number of new restaurants that are opening on a daily basis or new brands launching with similar products. Today’s customers are truly spoilt forwith choices.
Between social media updates to the constant flow of deals and new store openings, getting the consumers’ attention is a real battle. And if it isn’t a headache already for businesses to cut through the noise and rise to the top of people’s news feeds, it is an even bigger task to build their customers’ loyalty.
Yet in an age where choices are available at one’s fingertips, loyalty still remains a fundamental force in our society. The success stories of the sharing economy for example, would have never taken off without people trusting one another. Loyalty is the driving force that has enabled what was once thought impossible: Hail a ride in a stranger’s car anytime, anywhere. Ensure a safe night in an unfamiliar home. Transfer money immediately over our mobile phones.
Over at Waze, we understand that loyalty matters. We make it a priority to have frequent two-way conversations with our Waze communities to fine-tune our data-driven platform. This has empowered a strong sense of belonging with our communities. In fact, many Wazers have become some of our most passionate advocates or even see Waze as a personal friend.
Our data-powered approach to navigation also underpins our latest Loyalty Targeting feature for brands and businesses. Connecting businesses with drivers who are on the road, loyalty targeting allows incoming drivers who are navigating to your stores to be specifically targeted with a personalized deal or unique promotion through the Waze app.
Let’s say, for example, Brian is one of your repeat customers who frequently visits your cafe on Saturday morning. Imagine being able to offer him a special promotion of his favorite cup of joe during the weekdays while he’s on the way to work.
Targeting previous visitors to your business provides you with the opportunity to re-engage them and at the same time, increase their visit frequency.
Our Loyalty Targeting function can also upsell or cross-sell your business to potential customers by highlighting special first-time visit offers on the app when they happen to pass nearby. We can also target those who are driving to places that sell a wider variety of goods and services (e.g. grocery stores) or are a part of your business’ ecosystem (e.g. convenience stores at fuel stations). This will ensure an always-on approach for consumers who have yet to navigate to your stores.
And that is not all. We understand that the competition today is intense and that sometimes, it can all boil down to location awareness. With Loyalty Targeting, Waze can help you to identify drivers who frequently visit stores that are within the same category as your business. For example, if you’re a cafe owner, you can engage with drivers who are looking for food and beverageF&B stores near your location and entice them with a promotion to visit your cafe instead.
To ensure you are maximizing Loyalty Targeting’s capabilities, we will also share data-driven insights such as the rate of return visits to your location, the amount of possible interceptions of navigations to nearby competitors and the percentage of audience overlap in an area between you and your competitors. Such data allows you to better understand driving patterns, come up with more strategies to influence consumption habits and most of all, reach consumers in moments that matter.
As we look to capture and hold on to the always-on customers, Waze’s Loyalty Targeting can be a powerful tool to drive them to your stores over and over again.
