It’s all about being loyal
POWER’s loyalty program MyPOWER has been up and running for three years and the strategy has been the same since day one: to build a loyalty concept on the customer’s terms. The customers should be in charge of their loyalty and decide how they want to earn points and discounts—not the other way around. The customers should also easily be able to keep track of their historical purchases, repairs, and services—as part of the loyalty program. This mindset has made MyPOWER a true success!
“Electronic retail is a tough business with a lot of competition, so what’s important is a dimension of convenience. When stores, salespersons, assortment, and prices are identical wherever you look—loyalty is a key differentiator for customers!” says Lars Erik Viflat.
So, how has Voyado helped to strengthen POWER’s loyalty game? Well, it has become a lot easier for them to recruit members! In one year, they have increased their member base by 137%, partly because they’re able to target people who just made a purchase. And give these people the possibility to earn points on their purchase in retrospect.
“With Voyado and the customer data insights, we can create segmented lists and set strategies based on which group we want to target: new, existing, or MyPOWER customers. For example, we have created recurring recruitment campaigns as part of our automated communication,” says Lars Erik Viflat.
Another success factor is the promotion solution in Voyado, which allows POWER to create offers that are valid both in-store and online. Or, as POWER often does, display a promotion on site that is valid in a customer’s local store.
The omnichannel experience is truly key for the company—and its customers.
“80-90% of all purchases start online, but with the Click & Collect option, a large proportion of online orders are picked up in the stores. Once in-store, the customer gets a better and broader experience, and often decides to become a member,” says Lars Erik Viflat.