Radio-frequency identification technology (RFID) is offering retailers a crucial new opportunity to identify and engage with social media fans while in store, with numerous implications for CIM.
Retail technology company, Real Life Connect, have created a system of loyalty cards which users can link to their Facebook accounts and scan through specially developed in-store terminals to receive rewards from brands they have ‘liked’ on Facebook. This may seem like a fairly minor distinction from traditional loyalty card schemes, but could represent a vital new way for businesses to learn more about their customers.
Social media activity can provide a wealth of insight into each consumer’s individual preferences, from basic contact and demographic information, to the interests and brands they have liked. This clearly implies a chance for retailers to more personally tailor the services they offer on the basis of that individual’s tastes, creating a more engaging customer experience.
Unfortunately, it has traditionally been difficult for retailers to link information on their Facebook fans with in-store shoppers, particularly for consumers who are not comfortable enough with mobile technology to transfer their loyalty cards to their smartphone. With this new card and scan point scheme though, retailers can unify loyalty card records, including previous purchase habits, to develop a comprehensive single-customer view of each social media fan.
Using this system, store assistants could, for example, greet consumers by name once they have scanned their loyalty card, or let them know of any special offers on products they regularly purchase. From a customer service perspective, if the customer had recently made a complaint or query, CRM records would even allow the assistant to check their issue had been resolved or offer guidance.
As an additional bonus, the highly visible check-in kiosks also encourage other shoppers to follow the brand’s social media accounts, helping the business reach out to new consumers.
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