Podcast

CX Education 21: Exploring paths to customer loyalty in retail with Kelsey Jones from SAP Emarsys

Join Kelsey Jones and Gwen Lafage as chat about the different kinds of customer loyalty in retail and how to boost engagement.

Exploring paths to customer loyalty in retail with Kelsey Jones from SAP Emarsys
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About this episode

In this episode of CX Education, host Gwen Lafage engages in a thought-provoking conversation with Kelsey Jones from SAP Emarsys. The discussion centers around the critical topic of customer loyalty in the retail landscape.

Kelsey stresses the importance of understanding different kinds of loyalty, shedding light on five distinct types: incentivized, inherited, silent, ethical, and true loyalty. Gwen and Kelsey take a deep dive into these loyalty categories, and discuss how retailers can tailor strategies to cut through the noise.

As the holiday season approaches, Kelsey advises retailers to harness clean, actionable data to fine-tune their customer engagement. She underscores the need for personalization, the delicate balance between channels like SMS and email, and the significance of ethical considerations in loyalty programs.

This episode offers invaluable insights for retailers looking to build long-lasting customer relationships and boost loyalty initiatives.

Get the Emarsys report that Kelsey and Gwen discuss here.

Image for Kelsey Jones, Global Head of Product Marketing | SAP Emarsys 

Guest Speaker

Kelsey Jones, Global Head of Product Marketing | SAP Emarsys 

With over a decade in the industry, Kelsey Jones is a forward-thinking, dynamic marketing specialist. Putting strategy and sales front of mind in everything she does, Kelsey helps shape and deliver real results for customers in her role as Global Head of Product Marketing for SAP Emarsys. 

Image for Gwen Lafage, VP Brand & Content | Sinch

Host

Gwen Lafage, VP Brand & Content | Sinch

Gwen has dedicated her career to building strong brands in London, Paris, San Francisco, and Stockholm. She is a creative, global marketing leader with twenty years of experience in the best advertising agencies working on the world’s leading B2C brands before focusing on B2B marketing for tech companies in Silicon Valley and Stockholm.

Gwen is now VP of Brand and Content at one of the fastest-growing tech companies in the world, the Customer Communications Cloud, Sinch.

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Key insights

Kelsey Jones explains the complexity of customer loyalty, highlighting the five distinct types: incentivized, inherited, silent, ethical, and true. Each type demands a tailored approach, emphasizing the importance of personalized engagement. Retailers must recognize that loyalty is not one-size-fits-all; it requires a deep understanding of individual customers and their preferences.

Kelsey discusses the significance of SMS in the retail industry, highlighting the need for personalization. SMS offers a direct and personal channel to engage customers, but it must deliver value to avoid being thought of as spam. Brands must listen to their customers, analyze their behaviors, and predict their needs to send relevant SMS messages.

As the holiday season approaches, Kelsey advises retailers to focus on optimizing their existing strategies rather than making drastic changes. Retailers should listen to customer data, analyze traffic patterns, and fine-tune their marketing and inventory management. The key is to maintain personalized customer engagement throughout the holiday rush, ensuring that customers have a seamless experience from purchase to delivery and beyond.

Episode highlights

Navigating the complexities of omnichannel engagement

Gwen and Kelsey dive into omnichannel customer engagement and emphasize that providing customers with a seamless experience across multiple channels requires a tailored approach.

Harnessing the power of SMS for personalized engagement

Kelsey discusses the growing importance of SMS in retail. “It’s a moment in the palm of my hand – how do I provide a message that’s going to be important without becoming noise?”

Strategic preparation for the holiday shopping season

Kelsey emphasizes the importance of monitoring customer data and traffic patterns to ensure a smooth experience during the holiday rush.
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