The purchase cycle is today distributed over the diversity of times, channels, places and devices of use. Its success is linked to the satisfaction of complementary services, first and foremost delivery, which are becoming increasingly important, and, for those who sell, that success cannot remain occasional and episodic and should constitute only the first step in the customer loyalty process.

Loyalty programs based on transactional rewards or obtaining discount vouchers are losing ground. It is no longer about receiving points and picking up prizes at the place of purchase, but of proposing additional experiences and services that increase the points of contact with the customer. It is therefore a question of diversifying the relationship into much broader areas than just redeeming points and claiming prizes, identifying over time the overall attitude of the consumer. Looking ahead, the loyalty benefits managed with traditional systems will represent only a fraction of the total consumer value.

In the retail world, the strategic battle over delivery services has been waged for years. The marketing slogan inspired by Amazon “When and wherever you want” has sparked off a very close comparison between operators, and the role of logistics has radically increased its already significant strategic importance for the sector. Delivery services are a touchpoint of key importance for customers’ satisfaction and retention, and significantly affect their willingness to tie to a brand or a product.

Click & Collect has established itself as an effective omni-channel flow in which the online order is followed by collection at the store, thus avoiding other forms of delivery, allowing consumers to benefit from the speed, low cost and convenience of this model, which has then evolved as an ideal answer also for the management of returns. For additional health and safety concerns, it enjoys even greater appeal as it offers a way to shop so as to avoid the risks of crowded areas, while benefiting of the advantage of local retail locations.

BOPIS – Buy Online, Pick up In-Store, and BOSS – Buy Online, Ship to Store (a process that comes into play for shipping direct to store the ordered items that are out of stock) are options that give a real opportunity to impact costs and increase traffic in the store.

Iconic Connector makes the connection between the different touchpoints with the customer the precondition for...

the provision of services tying him to the retailer, in a loyalty relationship built on the integration of products, services and experiences. It can integrate a promotional engine to complement the loyalty system, enabling the store or restaurant to retain customers’ loyalty through all the physical and non-physical touchpoints, offering personalized promotions, discounts and coupons.

Retex has opted for the seamless merger of all touchpoints (self-scanning, self-checkout, self-payment and click & collect), achieving multi-channel integration with loyalty systems. The advanced digital nature of Iconic Connector qualifies it as the most effective means for retailers to obtain, now and in the future, the broad and deep knowledge of customer preferences and behaviours, through the extensive collection of data, in terms of quantity and quality, centralized and available in real time for any type of transaction.