Shop Direct Group has revealed plans to explore gamification techniques in order to drive customer engagement, as part of an on-going effort to improve the customer experience.
The scheme will see the company behind Woolworths, Very and Littlewoods experiment with integrating point systems into its online community as a reward for purchases, reviews and other interactions within the forum.
This move forms just one part of Shop Direct Group’s overall engagement strategy, with major plans also in place to improve personalisation and targeting based on CIM data. This follows on from the brand registering positive results by using customer browsing history to personalise product recommendations. Moving forward, the next objective will be to work on improving the mobile customer experience, with a particular focus on real-time location information.
“We know people around inner cities spend more so we can geo-locate ads and Facebook targeting to target the right kind of people in the right area,” explains the group’s social media and mobile lead, Jonathan Hudson, adding, “It’s all about the power of social data.”
The brand hasn’t relegated social media to a sales tool though; it announced plans to double its social media customer service team last October and now aims to answer customer queries via its platforms within two hours, as Hudson asserted in a recent Retail Week webinar.
Speaking at the time on the importance of social media CIM, the Group’s ecommerce director, Jonathan Wall, stated, “I don’t think you can have a call centre team that do it as a part time job; you’ve got to give one hundred per cent of your time to social.” Hudson has similarly expressed his opinions on the necessity of keeping customers satisfied via social media, warning, “People will talk about your brand on Twitter whether you have a presence or not.”
To learn more about how social media is becoming a vital part of many brands’ customer interaction management services, contact numero.