This is an interesting topic for our clients (retailers) to follow. When we sell our merchant client’s gift cards into the B2B sector, our client’s wish that they could “know” who the gift card users are. The customer who selects a merchant gift card as reward for doing a great job or through their credit card loyalty program are in fact consumers and therefore, potential brand advocates, and incremental new customers of the future. The consumer who redeems for a gift card is one
step removed from retailer’s direct marketing database, as they have acquired the gift card through their loyalty rewards, their employee recognition, or consumer promotion programs. This creates an interesting gap in retailers' marketing loop. The concept of “social clienteling” is the future of retail clienteling and it’s likely a retailer’s link to learning more about these customers who receive their cards through the B2B channel. Social clienteling should quickly become a staple for retailers to build loyalty with these removed gift card users.
Check out this article on engaging shoppers and building loyalty with social clienteling for more. Leave us a message here with your thoughts on social clienteling!
