UPS Webinar: Customer Loyalty in the e-Commerce Era: How SMBs Can Win?

Webinar Date: 3rd September

Panel:
-David Carder – Director E-commerce Strategy, UPS

-Phil Ruben – EVP, [r] Dialogue

-Samir Palnitkar – Vice President Customer Success, Zinrelo

-Raphael Faccarello – Head of Ee-commerce & Digital, Yonka Paris

Agenda:
-Power of brand loyalty – Phil Ruben

-Importance of loyalty – Samir Palnitkar

-Yon-ka Paris’ perspective on Customer Loyalty Programs – Raphael Faccarello

Introduction:
The webinar covers important statistics on shift in customer behavior due to COVID-19. During the lockdown, digitization and the e-commerce businesses had a 20% increase in sales through their channels. With lockdowns in place across the globe the brick and mortar stores were bound to be hit badly. USA alone has already witnessed 25,000 store closures in 2020. This shift was not due to the COVID pandemic, but it was accelerated by it. In 2019, there were about 9500 stores which closed due to customer preference for e-commerce platforms. Some stores have incorporated an omni-channel approach to mitigate this shift in behavior. These stores offer services where customer buy from their e-commerce stores and pick up the products from the brick and mortar stores.

Speaker:
-Power of Brand Loyalty – Phil Ruben, rDialogue

-Importance of Brand Loyalty – Samir Palnitkar, Zinrelo

-Yon-ka Paris’ perspective on customer loyalty programs – Raphael Faccarello, Yon-ka Paris

Summary:
Since pre-COVID customer insights are not valid anymore all companies need to re-design their loyalty marketing with the following steps

-Check company assets and capabilities
-Know your brand and evaluate touchpoints
-Understand your customer base and repeat customer
-Know your profit margins
-Invest accordingly to experiment
-Be flexible, learn and adjust
-Be loyal back to your customers