We all know the major chain retailers invest millions in loyalty and automated marketing giving them an advantage that independents find hard to compete with. There is now a way for independents to reap the benefits of loyalty marketing programs that is within their reach. Vicinity, a loyalty marketing company, brings the loyalty and marketing sophistication previously reserved for the “big guys” into a format that is affordable, quick to implement, easy to use and transparent in its results.
According to Fiona Lake Waslander, General Manager, “When customers spend with a merchant they build up points which can be redeemed for offers set by the merchant and suitable for their business and their customers. In addition Vicinity provides a direct communications channel, either SMS or email, to keep in touch with their customers. This can be used for a variety of messages such as special deals to drive foot traffic on slow days, notification of new product offerings or in-store events”.
The Vicinity Merchant Dashboard, she says, presents easily digestible stats on redemption rates or visits which allow the merchant to see what worked for them and what didn’t. “Each merchant also has access to a Vicinity Account Manager whose role is to support the merchant as they get started on the program, set them up for success through guidance and advice and continue to help them grow their loyalty program and increase revenue”.
The company has signed up over 1500 Canadian merchants- including companies such as Healthy Planet (11 locations), Higher Ground Natural Foods, Causeway Natural Foods and Best of Health-and issued over 1.1 million cards. Why are retailers so enthusiastic?
“By implementing a loyalty program, you have an easy way to incent customers to return. Further to that though, through the use of automated messaging at key customer trigger points and tools for ad-hoc communication, Vicinity helps retailers stay top of mind with consumers when they are not in the location and give them a reason to return. Redemption rates of offers sent out through the Vicinity platform are 10x more effective than traditional marketing methods like email, Facebook or direct mail”.