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Overview
As a retailer, your Loyalty Marketing program has the potential to help you drive your business strategy and influence customer shopping behavior if you can harness the power of the database. Spectra Loyalty Analytics can help you make sense of it all by employing Nielsen’s experience and tools to add insights and market context to your internal data. By employing industry-leading modeling and expertise in segmentation, share of wallet modeling, retail competitive interaction and consumer targeting, Nielsen can help you to use your loyalty program to grow your bottom line.
Profile and segment the customers within your database by appending Spectra's predictive BehaviorScape segmentation framework. Add market perspective to household spending behavior with the Spectra Share of Wallet model, assessing your opportunity to capture more of these shopper's Grocery channel dollars. This model can also be applied at the category level, taking your loyalty marketing analysis one step further in understanding your shopper’s category-level spending both inside and outside your chain.
After quantifying your customers’ loyalty, Spectra Loyalty Analytics can also help identify which shopper segments represent the best opportunity for growth. Link your customer targets to Spectra Applications to create strategies and tactics for targeting to maintain or build customer loyalty. Find new customers who should be shopping you but aren't currently.
Business Applications
- Tailor your marketing programs to maintain current spending levels among the consumers currently driving your business
- Identify which consumers are a good fit for your store but spend more at your competition
- Better understand your customer's purchasing behavior, buying style, media usage and preference for recreational and leisure activities
- Identify loyal customers for use in your focus groups and A&U studies
- Develop your own product and consumer profiles to suit your needs beyond standard syndicated offerings
- Align loyalty objectives to enhance a wide variety of consumer-centric marketing and merchandising strategies and tactics to improve results (cluster, demand gapping, promotion, category reviews and competitive interaction)
Benefits
- Put a Face to a Name
Apply Spectra BehaviorScape segmentation framework to your customer database to understand shopping behavior at the household level. Understand the demographics household purchasing dynamics of your customer, their purchasing behavior, buying style, media usage and leisure activities.
- Build Utility into your Loyalty Database
Aggregate your loyalty information into a manageable form through the Spectra BehaviorScape segmentation framework.
- Maintain and Build Customer Loyalty
Quantify the current loyalty of any customer segment and identify those segments with the greatest opportunity for future potential growth. Use these insights to create strategies and tactics that will build and maintain loyalty among your best customers.
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