Every two weeks, we invite you to answer a question about customer loyalty in Retail. Today, our experts, Sandrine Druelle, Retail europe email list Marketing & CRM Director at Kiss The Bride and David Royer, Loyalty Consulting Director at Comarch, answer the following questions: What are the specificities of loyalty in the Retail sector? And are there any differences linked to the sector of activity, the size of the brand or the type of network? Answers to discover in this third episode of the podcast " Loyalty Talks ".

David Royer : Welcome to Loyalty Talks , the podcast dedicated to europe email list retailers and professionals in marketing, customer engagement and retention. I am David Royer, Director of Loyalty Consulting at Comarch, ublisher of a customer engagement platform and I find, for this new episode, Sandrine Druelle, Director of Retail Marketing & CRM at Kiss The Bride, the customer marketing agency. Sandrine Druelle : Glad to meet you here today to talk about the specifics of loyalty in the Retail sector (= specialized distribution).

First of all, David, I suggest you answer this subject by looking at the specificities of loyalty in Retail vs. other sectors. Other sectors such as Mass Distribution, Catering, Travel-Hotels, Banking, Energy, etc. DR : And thus concretely, identify what are the elements that cannot be found elsewhere? or what are the very popular items? SD : Absolutely. A first element: Loyalty is "calculated" and "followed" in points. This is the principle of key mechanics. When a number of europe email list points is reached, it is access / triggering of an advantage to be chosen. There may also be several levels of points with its advantage or the possibility of continuing to the next higher level offering one or more different advantages. The fundraising principle, common in supermarkets, is practically absent in the Retail sector.

2 examples: the Go Sport Club and the gain of euros on purchases and on the objectives of sports practice / the Cléor et Moi program and its cumulative amount of euros on each purchase. DR : Points are not acquired only on tickets but also by carrying out other actions, known as engagement actions. Some examples: Blédina and its 10 points to click in an email. Body Shop and its 100 points for the delivery of 5 plastic containers. Zodio and his 50 points for the publication europe email list of an article on the brand's blog. Levi's 247 which awards 400 points for standing out on an event. The gain of points for an action of engagement is practically absent from the other sectors of activity. The only French example: Leclerc who credits the card with € 0.15 for the delivery of drive bags.

SD : A third specificity: the status which is an increasingly present component in Retail. “Caught” in the world of air and rail transport to offer different services, the status europe email list is increasingly called upon to offer different services depending on the status: the higher the status, the more the services offered progress : in-store attentions, delivery rights or parking hours, more complex alterations. We also see that the status gives access to more generous offers or a birthday gift of greater value.