Episode summary 

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.  

Guest-at-a-glance 

💡 Guest: Kelsey Jones 

💡What she does: Global Head of Product Marketing 

💡Company: SAP Emarsys 

💡Noteworthy: Kelsey Jones is a retail expert from SAP Emarsys, noted for discussing consumer loyalty strategies. 

💡Where to find Kelsey: LinkedIn  

Key insights 

Understanding the five types of customer loyalty 

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.  

Leveraging SMS for personalized customer engagement 

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.  

 Optimizing retail strategies for the upcoming holiday season 

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.