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10 Feb 2022

How to capture loyalty in 2022 in France: a look at trends to come in loyalty marketing industry

Nick Gyss, Regional Director

Predictions aren’t easy in a pandemic. But they are necessary – businesses need to look forward to understand their next steps and make the most of the year. Which is why I’ve outlined some predictions about the loyalty marketing industry in 2022, in the hope that it might be of use to you and your business, too:

1.    It’s time to get back to basics
The age-old constancy of customer service and attention is still as powerful as ever. Shoppers enjoy feeling recognised or rewarded for brand loyalty. Rather than choosing gimmicks and innovations that don’t add to the customer experience, retailers should look to giving consumers seamless, fast experiences that make their lives easier.

2.    Shopper experiences need to be tailored
Shoppers want different things. It’s the responsibility of the retailer to break down barriers within their organisation to gain a clearer and better understanding of their customers’ preferences. That means connecting data from point-of-sale transactions, website traffic, email engagement and media impressions to create targeted campaigns, personalized offers and customer-centric products and services, which will ultimately result in increased brand engagement and sales.

3.    Digital transformation is only part of the puzzle
It’s easy for retailers to heap emphasis on the role that digital plays in the shopper experience. During the pandemic, investment in digital has surged, but it’s crucial to make sure physical and digital are balanced.  
According to Publicis Sapient research, the future winners of retail will be the ones who build a “connected ecosystem of related services that customers can engage with through one seamless experience”. Ultimately, shoppers want convenience no matter whether they shop in store or online.  

4.    Made in France is a must have
The pandemic showed us how much people want to give back to their communities. In France, consumers are showing a great interest in products that are Made in France. Running out of nationally produced stock during a time in which industry has been impacted with supply chain issues will be a major concern However, healthy stock levels and easy to claim rewards for domestic produce will boost brand loyalty.

5.    Make your sustainability policies and business ethics clear
Covid-19 pandemic had a great impact on consumer behaviour, making sustainability an important shopping factor. Before making sustainability a core message, businesses need to show their own production lines and transport are as green as they can be. Once they are contributing to a circular economy, they can develop big campaigns to show off their changes. Our recent research shows, that sourcing healthy, local and fresh food is vital as consumers become more health and environmentally conscious. Things like packaging are the cherry on the cake.


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