In the digital age, where e-commerce is taking an increasingly significant share of the retail market, customer loyalty is becoming a crucial issue for brands. Notify’s latest Focus on the retail sector highlights the growing importance of loyalty in an economic context marked by fierce competition and rising acquisition costs. Juliette Mignot, Head of CRM Enseignes at Galeries Lafayette – BHV, underlines the expectations of customers for improved loyalty programmes, integrating technology, the product offer and, above all, the personalisation of the brand-consumer relationship.
Faced with these challenges, Galeries Lafayette has adopted an innovative approach to re-engaging its inactive customers, perfectly illustrating the practical application of this trend. Using Personalised Send Time, the brand has managed to reactivate 52% of its inactive customers in just six months. Not only does this strategy significantly improve web conversion (+80% vs. non-Notify inactive contacts), it also effectively combats inflation in acquisition costs.
In fact, waking up inactive customers in the database becomes a strategic alternative for reducing expenditure on acquiring new customers. Retaining and reactivating existing customers is not only more economical, but also potentially more profitable in the long term. The personalisation of communications, the optimisation of sending times, and a coherent omnichannel strategy are becoming essential tools for building a lasting and meaningful relationship with consumers and healthy growth in the contactable database, which constitutes a brand’s true Customer Capital.
