iVend Retail Summit – 2013

IRS2013

iVend Retail Summit, 2013 was a resounding success. The partner event which spanned for 3 days had a good mix of sessions covering growth drivers by Kamal Karmakar, CEO CitiXsys Group of Companies and interesting sessions on the new innovations, product trainings, product roadmap for iVend Retail Management Suite and informative sessions on Marketing and Joint Marketing with partners.

iVend Retail Management Suite from CitiXsys has matured from an application to a Retail Platform where the constituent complementary applications of the suite are now available in their individual capacities to be integrated into standard ERP and Accounting applications.

The recent innovations make iVend Retail Management Suite firmly substantiate the organization’s goal of bringing technology innovations to make profitable retailers and happy customers. This was emphatically reflected when CitiXsys announced iVend Passes and iVend Mobile.

iVend Passes is a platform for retailers to deploy Digital Passes on Apple Passbook and Android devices helping retailers stay connected with their customers and enhancing customer experience.

iVend Mobile is a POS on an iOS device or an Android tablet, equally suited for small format retail chains and large format retailers and is used for faster expansion or as a queue buster.

The cornerstone of the sessions was the announcement of CitiXsys Knowledge Portal, which will serve as the central repository of knowledge for all partners, customers and CitiXsys employees to collaborate better. The CitiXsys Knowledge Portal, which immediately got the name CKP was very well appreciated by the partners as the portal aims to provide a single window to address all queries of partners through its comprehensive forums section, knowledge base repository, wikis, marketing collateral, etc.

Breakout sessions on Sales and Consulting were held in parallel. All the sessions whether related to sales or consulting & implementation were extremely interactive and iVend Passeshelped partners not only understand the applications and their positioning better, but also gave them an opportunity to clarify their queries related to consulting.

The consulting & implementation track covered detailed sessions on implementation methodology, product trainings and how can partners effectively utilize the CitiXsys Support Infrastructure to better serve their customers.

The partners also got to understand how CitiXsys can help them better market iVend Retail Management Suite in their respective markets by leveraging the Joint Marketing initiatives of the Marketing Division at CitiXsys.

The session concluded on a “high”, with a commitment to host a similar session early coming year.

How iVend Retail Can Help Footwear Retailers

Fashion Retailers in general and footwear retailers in particular are faced with additional challenges. FootwearFast changing fashion trends, an extremely cost sensitive consumer, stiff competition from departmental store with well-appointed shoe departments; discount shoe stores and outlets, as well as general merchandise discounters such as Wal-Mart, exert additional pressure on the footwear retailer to remain competitive.

Trade regulations aside, retailers heavily rely on imports from Far East at extremely competitive prices. Not only is the logistics of delivery critical, it is equally critical to source the right mix of style, size and color. Ability to collate, analyze and act on consumer buying patterns, sales trends and changes in fashion industry are imperative to succeed in the footwear industry.

A Footwear Retailer is faced with the challenge to:

  • Keep in touch with the fashion industry – ensuring that the stores have the right mix of styles, colors and sizes
  • Periodically run promotions & campaigns to increase footfall and decrease slow moving items
  • Remain closer to the consumer and analyze his buying patterns and sales trends.

Such a balance requires an integrated business management solution that allows flexibility to cater to the diverse & unique demands of Footwear Retailers. A system that seamlessly integrates all business processes from the POS at store to the planners at the Head Office lowering the overall cost of operations, simplifying expansion and enabling the Footwear Retailer maintain his unique proposition and positioning.

iVend Retail – a complete retail management suite offers to footwear retailers ability to address these business and operational challenges. The application suite allows footwear retailers to:

  • Stay connected with business operations

iVend Retail comes as an end-to-end retail management solution for footwear retailers, seamlessly integrating point of sale, in store inventory management, logistics, back office store and head office operations.

iVend Retail has certified integrations to SAP suite of business management solutions and also integrates to other ERPs and accounting applications through its APIs. This failsafe integration with an ERP / accounting application keeps the head office always connected with store operations across the complete retail chain.

  • Inventory control and replenishment planning

Head office operations get complete visibility of stock across the retail chain and can effectively replenish stocks rather than relying on store requisitions. Additionally the merchandising department can raise purchase orders in time to avoid stock out situations.

Store Managers and POS operators can gain complete visibility of stock across stores or at the main warehouse / distribution centers right from the POS interface.

  • Promotions that maximize profitability

Manage targeted promotions in multiple formats by easily analyzing detailed customer trends at individual stores and across the retail chain.

  • Retain customers and manage customer communication

iVendLoyalty allows retailers to define flexible / attractive campaigns, ensuring customer loyalty.

Visit iVend.com to know more about how can iVend Retail Management Suite can help you before more profitable and your customers more engaged.

 

Simplyfying Retail for Electronics & Digital Stores

Apple Store running iVend Retail - banner

Mobility is indeed a buzzword these days and the biggest beneficiary of this boom is the retail industry. Powerful, feature rich Smartphones & tablet devices in the hands of the consumers coupled with much improved Internet technologies are forcing the retailers to adopt mobility in their business environment.

Retailers are today extending brand & product information, ordering capabilities and payment options on mobile platforms to consumers. These mobile platforms are either smartphones or tablet-based devices, which are either consumer owned or employee operated. A recent report shows that over 45% retailers are most likely to adopt mobile platforms to cater to rapidly changing customer expectations.

iVend Retail for IOS iPhone iPad and Android Tabs

iVend POS running on iPad & iPhones

Given the nature of these devices, it is far more likely for an electronics retailer to adopt a mobile platform to increase customer satisfaction and use this as a shopping differentiator. A consumer would use a mobile device for placing an order, looking for ratings, reviews, redeeming coupons, use passport services to store all loyalty points, coupons, gift certificates, etc.

A retailer would use a mobile platform to enhance in-store shopping experience by using mobile devices as line / queue busters, marketing functions like dynamic location based messaging for promotions, advertising, etc.

The possibilities are endless and so are the technological options available to both – the retailer and the end consumer.

It is no longer futuristic for a consumer to walk into a store, select an item, order it online using his mobile phone with an option to collect the item form the same store right there. By using the mobile platform, the consumer will be able to get a better deal online, redeem his loyalty points and gift cards and still walk out of the store with the item, as if it were tendered out at the till in the store.

All these points prompted iShops in Egypt to select iVend Retail – a Complete & Integrated Retail Management System in their stores selling amongst other, Apple products.

iVend Mobile POS - Checkout screen

Retailers in the Electronics Vertical are faced with a unique set of challenges. Hundreds of products in tens of categories, ever changing models and their series including sizes, different types of accessories and all serial controlled make inventory management a herculean task for the retailers to keep pace with the changes and evolution.

Not only this, electronic products are extensively compared for their features and underlying technology before a consumer decides on a particular brand and model. Recording these features with an ability to compare models across a price range is a fundamental expectation from a Retail Solution.

Electronic items are not limited to the ones, which are portable and can be carried away by the customer. These items also include big sized items, which require installation and configurations with custom shipping needs.

iVend Retail Management Suite with its integrated applications allows an electronic retailer to effectively manage these challenges across multiple sales channels – in-store or online. Actually, more so, on the online eCommerce offering that a retailer may have.

Electronics Vertical – Evolve to Expand

Consumer electronics globally has out performed all other industry verticals and has been resilient to the downturn of economy. Dynamism is inherently associated to this Electronics Vertical - Evolve to Expandvertical and managing a Consumer electronics Retail Store is a challenging task. More so because people visiting electronics store, walk in to Experience the Best in technology and feel its pulse.

Store formats in this vertical are variable with no limitations to size or range. One may see an e-store, mobile store, or large multilevel electronics and appliance superstores with elaborate displays and self-service Kiosks. But at all the places the one sentiment that electronics retailers share in common is that meeting customer expectations is a daunting task with a bigger challenge being efficient utilization of resources & retail space. Retailers strive hard to provide the right product mix to their customers in a constantly transitioning landscape of new product launches, models, and configuration.

It is therefore mandatory for these Retailers to strategically integrate their operations to differentiate themselves on high customer service levels while maintaining firm control of inventory at store and back office warehouse

Thousands of stores in over 45+ countries are running iVend Retail from CitiXsys Technologies and are more profitable and efficient. CitiXsys Technologies has a strong focus on Retail, Warehouse, and Inventory management offering innovative software solutions to its customers globally.

Enhancing modern retail industry experience, iVend Retail is a fully integrated, comprehensive Retail management solution to manage Head office and In-Store processes. iVend Loyalty, iVend eCommerce, iVend Mobility and  iVend Analytics are a few integrated modules making iVend the right choice for modern retailers of any size.

iVend eCommerce is an eCommerce and mCommerce solution that allows retailers to sell efficiently into multiple channels, all from one integrated system. With its seamless integration with iVend Retail, shoppers can conduct their business on the web in the same way as is done at the physical store – imparting customers a unified experience – where they have access to all products, images, virtual studios, promotions and schemes.

This application is not limited to retail and can be extensively used in industries like manufacturing, for listing their products and services on-line on the Internet

With 24X7 accessibility buyers can choose the buy products anytime, anywhere and retailers can sell their products to achieve the higher ROI. Our reporting tools are very comprehensive and allow you to see exactly what has sold where so you can make adjustments to maximize your sales and minimize your overheads.

An increasing number of leading retailers across the globe operating iVend Retail have realized significant business improvements and service differentiation. iVend Retail seamlessly integrates Head office functionality and In-Store functions efficiently into a unified organizational system with the backend ERP delivering better business results.

iVend Retail offers view of inventory across all stores enabling store managers and merchandize planners at the head office to have complete control over organizational inventory stock levels. Special orders with integrated shipping is available at all customer touch pints whether store or online. This allows better customer service right from Point of Sale by enabling product not in store stock to be drawn and shipped from the warehouse or to be delivered from another store

While buying electronics more and more consumers are using smartphones, tablets and other mobile devices to make purchases, find coupons and learn where they can get the best deals. iVend Retail mobile solution helps shoppers browse e-store using their smartphones with comparative pricing features. Retailers using iVend find an effective way to leave a positive impression among customers and take advantage of this technology to Click Sales..

Retailing to e-tailing

Retailing has a long history, dating back to medieval traders and merchants. Since hundreds of years, retailers existed in defined geographies, with limited access to customer eCommerceneeds &  their shopping behavior with merchandise often limited to a single product category. All of that changed with the industrial revolution. With average incomes rising, markets emerged at a steady pace, and so did the consumer’s craving for consumer products.  This led to the rise of modern retailing with subsequent evolution of various channels of distribution, customer communication and transaction.

Modern retailing has rocketed with introduction of internet & mobility leading to wide acceptance of eCommerce & mCommerce platforms which in turn emerge as one of the fastest growing industries in world with likes of Amazon, eBay etc…  By 2020, online sales are projected to be USD500 billion or 20 percent of nonfood retail sales. For many types of retailers, the percent-to-total sales could even be higher, as eCommerce growth continues to significantly complement overall retail sales growth. Much of this will be fueled by the accelerating use of mobile platforms for shopping online.

Forward looking retailers have started integrating their brick-and-mortar stores with integrated Web stores to penetrate deeper into the market & boost their sales productivity. With Integrated eCommerce solution retailers no longer struggle to redefine the role of the store in a multichannel, millennial-led world.  They see Webstores as extended medium of their traditional store and want their customers to shop there with same ease & comfort.

With iVend Retail Management Suite retailers can successfully engage consumers wherever it makes sense in order to make it convenient for them to shop. Integrated eCommerce, Loyalty application and intelligent displays integrated with mobile devices can offer customers a satisfying multichannel experience that keeps them engaged. It is clear that all retailers need to aggressively embrace customer-shopping platforms of all types unless they find a way to create a differentiating value proposition that exploits the physical store advantages in a more compelling way.

For more details contact a CitiXsys representative in your region or mail us on info@citixsys.com

Webinar on enhanced features of iVend Retail 5.6

iVend Retail version 5.6 is indeed by far the most path breaking release of iVend Retail. This version incorporates a substantial number of iVend Retail Enhanced featuresfeature enhancements, which include:

Training mode: to help retailers ramp-up their new staff on realistic LIVE data without integrating these training transactions in to the LIVE system.

Coupons: Retailers can define their own coupons or allow coupons extended by manufacturers to be redeemed in the retail chain

Enhanced Promotions Engine: This includes bonus buys by defining “buy conditions” and “get options”. There are over 20 different types of promotions, which can be configured.

Tax Condition Setup: There are approximately 9 different parameters based on which tax condition can be determined

Discount Groups: The application can now categorize discounts into 4 types – Manual, System, Coupon, and Promotion Discount

Store Groups: To ease manageability of stores by categorizing them into different groups.

Not only this, the application is now capable to be implemented in a stand-alone mode – we call this iVend Unplugged – an ERP agnostic, complete retail management solution.

Join our webinar as per your convenience on the dates mentioned below to know more about iVend Retail

1.30pm – 3.30pm AEDT – Sydney Time
September 11th 2012
7.30am – 9.30am EDT – New York Time
September 13th 2012

iPlan – Inventory Planning for SAP Business One

iPlan is Inventory Planning for SAP Business One. It enables organizations to improve their inventory management processes by

  • Forecasting (what to sell and how much)
  • Budgeting (when to buy and how much) AND
  • Defining replenishment policies and plan for the entire organization.

iPlan helps in reducing inventory holding costs, improve inventory turns so that the organization spends less money on costs of maintaining the stock of goods to be sold.

Everybody forecasts, Businesses have to forecast sales in order to plan procurement or production, and to prepare even the simplest business plan. Unfortunately, many companies use judgmental forecasting where they should not. Sales Forecasting in iPlan utilizes as many as 6 industry standard statistical forecasting techniques AND separates the process of forecasting from that of goal setting. It makes it systematic and objective.

It is not important to memorize the 6 different techniques and their calculations, but the fact that Sales Forecasting in iPlan generates forecast at 4 different levels:

  • At the company level
  • At the Warehouse or the store level
  • At the Item Group level
  • AND at the individual item level.

It does so by taking into consideration the historical sales of an item, belonging to a product group sold from a warehouse or store at a specific price on a specific date. It is possible that the customer who is implementing iPlan may not have this historical sales data in SAP Business One. And to ensure that the customer does not have to wait to generate historical data, iPlan provides an Excel based tool to record the historical sales which can be imported into the Sales Forecasting module.

Once the historical data is imported the forecast can be generated based on any of the different models. The forecast is not only for quantities but is also for the value (based on the price list defined in the system). There can be unlimited analysis templates defined to generate the sales forecast. Once we have generated the sales forecast – what to sell and how much, the next logical step is to start the budgeting exercise – when to buy and how much.

Now, if the sales forecast details month on month sales, traditional wisdom says I should buy at a value which is sales price minus margins AND since I have my monthly sales figures, it is a simple math to calculate the corresponding purchase values.

Let me try to explain this with an example.

A Retailer plans to sell T Shirts worth 8000 dollars in March and worth 10,000 dollars in April.

If he were operating at a 30% margin, he would be procuring T shirts worth 5600 dollars for March and for 7000 dollars for April.

The inherent assumption in this calculation is that at the end of March the retailer should have sold all the T shirts EXACTLY as per plan (no excess sales no backlogs). In real life this will hardly be the case. The retailer may sell more or may sell less than what was planned. Let’s say the retailer sold more than what he had planned to sell for March. In that case, the retailer will start consuming the stocks that he had planned to sell in April.

This will result in a stock out situation well before 30th April.

To ensure such a situation does not arise, the retailer will always have some buffer stock planned for every month. This means that the retailer will start March with more T Shirts than he plans to sell in March (to cater to stupendous sales) and also to have some opening inventories for the next month – April.

Now, should the retailer go ahead with the budgeted procurement plan for April OR should he also take into consideration the extra sales he did for March? To ensure that the procurement that the retailer does is MORE REALISTIC he should fine tune his procurement for April – buy more (because he sold more in March)

It is this difference which is called OTB (Open to Buy) – the amount of money which is now left Open for the retailer to buy.

In real life, the situation is compounded by longer lead times, planned or unplanned markdowns (discounts) and other market fluctuations.

At this stage I propose that you think the value add this simple concept can bring to a trader or a retailer. This is a case where the purchase manager is using the sales information to fine-tune the purchase costs. Imagine the impact this has on the overall cashflow of the company. This analysis can help the company utilize the extra costs which were budgeted for procurement into something which could be more pressing – may be expansion, or renovation, etc.

Open to Buy generates one more interesting analysis – the Inventory Turn Over Report. Inventory Turn is a measure of the number of times inventory is sold in a time period such as a year.

It is calculated as a ratio of Cost of Goods Sold to Average Inventory OR simply Number of units sold over a given period divided by Average number of units for that period.

What does this report tells the user?

  1. A lower inventory turnover rate may indicate overstocking (you have more number of units than what you sold)
  2. A higher inventory turnover rate may indicate inadequate inventory levels (you are trying to sell more than what you have)

Between the above two scenarios, it is always preferable to have a higher inventory turn over rate since

  1. it reduces inventory holding costs (you always have just enough to match your sales)
  2. Reducing inventory holding costs increases net income and profitability

The report also tells the uses that with inventory turn over rate you are clocking in the given date range, what is the average number of days it will take for you to sell your inventory. An extremely powerful report which can tell the retailer on the items which need to be pushed faster through the stores. The first step here is to define the budget. This budget can either be imported from the sales forecast OR can be imported from an Excel sheet. Once the budget is created, you can start executing OTB. The application considers Actual sales or purchase data for the months which have gone by and uses budgeted figures for the coming months. Similarly the Inventory Turn Over report is executed for a data range can be executed for a range of item groups or range of items.

So lets move over to the third module of the application – Enhanced MRP

Three points which you have to remember here:

  1. Enhanced MRP executes MRP at the warehouse level thereby giving out recommendations for stock transfer – in addition to the normal purchase or produce recommendations.
  2. It allows to define Replenishment Policies
  3. Replenishment Plans

Imagine a retailer who has multiple stores spread across different locations. The first thing that the retailer would like to define is which store will be fulfilled from which store or warehouse. Whether the stocks in a store will be stock transferred from another store OR will the stocks be purchased from the supplier. It will be impractical to fulfill all the stores from a central location in case the stores are spread across the country. – we call this the replenishment policy.

The retailer would also like to specify the minimum levels of inventories of items which should be maintained at each store. And given the fact that stocks move around the locations in specific pack sizes, the retailer would also like to specify the order multiple and minimum order quantities for an item applicable to a particular store. – we call this the replenishment plan. And one can have multiple replenishment plans for the same item across the retail chain.

Potentially there could be a situation where the demand across the organization is more than what can be furnished by the supplier. In such a case, the retailer may like to prioritize the stores which have to catered to first. MRP can be extended to be executed on a range of Product Groups across a range of stores and warehouses.

Summarizing the points that you should remember while evaluating iPlan:

  1. iPlan is Inventory Planning for SAP Business One. It enables organizations to improve their inventory management processes by
    • Forecasting (what to sell and how much)
    • Budgeting (when to buy and how much) AND
    • defining replenishment policies and plan for the entire organization.
  2. Horizontal application and can be positioned at all industries who manage inventories.
  3. Forecasting has 6 models of forecasting generating forecast at 4 levels – Company, Warehouse or Store, Item Group and Item
  4. Forecasting can be done for quantity or value
  5. OTB is a purchase budgeting technique based on the principle – you buy more when you are selling more and you buy less when you are selling less
  6. OTB also generates Inventory Turn Over Report – which helps in reducing the inventory hold costs thereby increasing net income and profitability
  7. Enhanced MRP lets you define Replenishment Policies & Plans improving stock movement across the stores and warehouses

 

Download iPlan Lite

Lite versions are free to use in a production environment, however, if you do require support, you may purchase a support package based on a per incident basis. This is optional as you may keep using the Lite versions forever by continuing to update your free licenses from CitiXsys website by clicking ‘Request a License’ button.

Download Inventory ProFree MRP functionality.

FeatureLite VersionFull Version
Material Requirement Planning (MRP)
Open to Buy
Forecasting
Available in English only.
Compatible with SAP Business One 8.8, 8.81, 8.82.


 

iMatrix 5.5.5 Released for SAP Business One 8.82 with major enhancements

This post outlines the enhancements in iMatrix 5.5.5

This post also explains the business context of the 3 new features which have been developed in this release and has a video embedded which briefly describes these new features.

Release Description

This post outlines the enhancements / issues fixed in Item Matrix version 5.5.5.

Item Matrix 5.5.5 is only supported on

  • SAP Business One 8.82, PL04 and above
  • SAP Business One 8.81, PL03 and above
  • SAP Business One 8.8
  • Microsoft SQL Server 2005
  • Microsoft SQL Server 2008

Enhancements

  • Multiple 2D Attributes – With this release, user can now define multiple 2D Attributes in the system and can associate any one of defined 2D attributes to any 2D grid item.

Till the last version of iMatrix, the user could only create one 2D attribute for the entire SAP Business One company. This release now allows to create multiple 2D attributes in the same SAP Business One company. For example – a multi brand retailer can now have multiple 2D attributes. One for shoes and the other set for apparels.

  • Item Matrix Initialization –With this release user can start working on Item Matrix with their existing SAP Business One Item Codes. A tool called IM Initialization is now available for mapping existing SAP Business One Items to Item Matrix SKUs.

Another major enhancement to the earlier version. Just like any other SAP Business One Addon from CitiXsys, it is now possible to implement iMatrix in an already implemented SAP Business One. This means that it is now possible to convert existing items to parent / child items.

  • Named Licensing - With this release Item Matrix Licenses would be consumed on named basis but not on login sequence basis, wherein authorized IM users would always be able to create SKUs irrespective of their login time.

It is now possible to name the user(s) in the organization who will use iMatrix. Till the last version the licenses were consumed based on login sequence.

 

Innovations in iVend Retail – a three part webinar series

A three part webinar series on iVend Retail Suite of Applications focuses on the recent innovations in iVend Retail. The sessions are beneficial to modern age Retailers looking for integrated retail systems for better profitability & efficiency.

Session One talks about about retail analytics and how a CEO/ CFO take better decisions to make a profitable retail business. iVend Analytics is a Business Intelligence (BI) platform that provides Dashboards and Analytics for iVend Retail, SAP Software or any other Application .

iVend Analytics is a set of pre-packaged, shrink wrapped Business Intelligence dashboards which seamlessly plug into iVend Retail. With in-memory processing of iVend Analytics, SAP and/ or iVend users can use Sales, Inventory, Executive, Loyalty or Retail BI applications. Additional applications can be built based on customer requirement.

 

Session Two talks about in-store management, multi-channel retailing, customer loyalty management and how does iVend Retail help retailers improve their operational efficiencies.

Effective in-store management involves making routine tasks easy and configurable to adapt to different business situations.

Store is one place where one gets to see and experience Merchandizing, Warehousing – the larger supply chain, accounting – from a finance viewpoint, marketing and customer relationship management. It is the store manager who effectively orchestrates these different business processes

Multi Channel Retailing which is indeed the buzz word these days in the retail industry is also discussed in session two. More and more retailers are today adopting and incorporating Multi Channel Retailing as a mainstay part of their business and overall retail strategy. As the name suggests, it is about having multiple channels of carrying out retail business. This session explains the ease of taking ones business on-line using iVend eCommerce and how does iVend Retail Suite of applications makes a business truly multi-channel.

Customer Loyalty Management is the focus area of almost all the retailers. For the consumer, it makes absolutely no difference whether this relationship building happens actively on a Brick & Mortar store or on a web store front or through a mobile application. He wants a similar Overall Retail experience and customer service let it be any medium / channel he uses to complete his business. This session explains the seamless integration of iVend Loyalty – a points and rewards management application into iVend Retail.
 
 
Session Three discusses Importance of Inventory Planning & management, Different retailer types and their expectations.

Inventories being the biggest investment (to the tune of over 80%) that a retailer makes, even a small percentage reduction in inventory holding costs will make a huge contribution in savings of the retailer.

This session talks about the tools available to the retailers to effective plan and manage their inventory.

At the operational level Enhanced MRP helps retailer plan day to day replenishments and Inventory Pro – RF helps improve the warehousing processes.

At the strategic and planning level, Sales Forecasting and OTB (Open to Buy) in iPlan help retailer better plan the sales forecast and the associated purchase budgets.
 
 

How to enhance customer loyalty leveraging Social Media?

It was a mere half-decade ago that loyalty marketers began to start investigating seriously into how social networks and loyalty relate to one another. The rising power of social networks and customer word-of-mouth forced them to Loyaltyacknowledge its impact & importance since it has shown an inordinate effect in a short span of time.

Nurturing and leveraging virtual consumer networks has now become a prime evolutionary trend in loyalty over the next few years. Obviously, consumer use of social media has exploded since then, led by the seemingly boundless popularity of Facebook, followed by Twitter, YouTube, LinkedIn and blogs, as well as the more recent location-based success stories such as Foursquare and raise-your-hand-together models such as Groupon.

Research depicts that in 2010 worldwide internet users spent nearly a quarter of their online time on social networking sites and blogs, an increase of almost 19 % over 2009. Thanks to the iPhone and other smartphones, the use of social networks through the mobile phone is increasing at a rapid clip. These trends are bound to show a rapid increase with the number of mobile social network users to double between 2010 and 2015 i.e. from around 40 million users to close to 80 million.

Engaging social media to churn loyalty

Marketers need to integrate “social” into their cross channel loyalty program efforts and ensure it is given proper attention from all channels. Hence- Reach out to them: Social media from the very beginning offered many natural connections to loyalty marketers seeking to cultivate customer loyalty. With its emphasis on word-of-mouth, sharing, linking, “friending” and “liking,” social media provides dominant & dynamic tools to implement such core loyalty principles as relationship-building, customer service, personalization and data gathering/analytics.

Develop a Strategy:  Social web provides the ideal platform to nurture higher engagement and advocacy.

Most brands already have some sort of social web presence, but it is not an integral part of their Retail / loyalty program. Marketers need to begin their efforts by setting up a fan page; an online community; and provide access to relevant information, promotional offers, exclusive online only events/contests. This should then evolve, as-

  • Allow customers to earn, burn, purchase & donate
  • Integrate loyalty & brand fan pages to mainstream Retail
  • Have exclusive offers & promotions via Facebook to Fan comments
  • Socially active members to have a star status, inaddition to reward points
  • Status points can be translated to social currency (like Facebook credits) or converted into “money
  • can’t buy gifts”, e.g. exclusive lunch invite or a memorabilia
  • Engage fans on socially active themes with special rewards
  • Acknowledge & respond to Fan comments

Engage into trialogue

The need for the evolution of a dialogue to a ‘Trialogue’- where the members’ social networks become a part of the retailer – consumer conversation, is of great importance today and in times to come.

Develop a 3-way dialogue where the brand has easy access to the best customers, the customers have easy &direct access to the brand, and the customers can talk to each other freely from which both customers and the brand can extract value

Groom Brand Advocates

With transactional and social interaction data available, loyalty marketers can spot community managers and brand loyalists, their help can be leveraged to spread out a positive word to enhance brand image with success stories. With quantification of ROI on social media initiatives being a challenge for all marketers, it is important for loyalty marketers to begin connecting in measurable ways with their best customers. Marketers thereby should identify their brand loyalists, take them seriously (Because they can elevate or tear down a brand), and engage with them continuously.

Social media clearly offers transformational loyalty-marketing opportunities to retailers, but all of its unique benefits are yet to be tapped. And, as with any loyalty effort, gaining consumer trust, & providing a good value proposition—and a superior product or service—are essential. In Retail market the businesses that shall bring disciplined decision making, strong buy-in from the top, constant efforts at measurement and proof, and willingness to experiment that will win in connecting social media and loyalty and move to the next stage of success in the social media space.

Social media offers the opportunity to see customers as more than just numbers. Through trialogue, social tools help bring customers to life—which helps loyalty marketers learn the right ways to reach their goal of building long term relationships.