Retail stores must understand the power of personalization
02 Nov '07
2 min read
2nd day at 15th CII Quality Summit started with the focus on 'Winning customer loyalty'. Organization Excellence is reflected in its ability to attract and retain customers in this highly dynamic, diverse and competitive market environment.
Focusing on customer loyalty, Mr. Andrew Levermore, CEO, Hypercity said, “Hypercity does not believe in loyalty programs.
Instead it is important to understand certain business drivers and push the right buttons that will drive the entire system.
Customer loyalty programs by itself do not create loyalty. All round focus on customers requirements, understanding the need and creating an attractive shopping environment will lead to repeat footfalls.”
Carrying forward the dialogue, Mr. Bijou Kurien, CEO, Reliance Lifestyle said in his opinion, loyalty programs are essential. What becomes critical is choosing the right loyalty schemes.
He said, “Your loyalty program must drive incremental purchase rather than rewarding normal purchase. One must differentiate between frequency and profitability.”
Finally, he emphasized the need to create a community, which will act as an extension of the brand. Retail stores must understand the power of personalization that is in remembering customers and their preferences.
Mr. Richard Barton, Expert, Asian Productivity Organization spoke about the importance of focusing on both, process as well as people.
He said, “To deliver value tothe customer and improve productivity, one has to work on all elements that involve both people and process.”
marketing@alchempro.com
