- Design industry shaping loyalty programs
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- Deliver hyper-personalized consumer experiences
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Capillary was thrilled to attend eTail 2024, the premier retail marketing event, for its 25th anniversary February 26-29 in Palm Springs, California. This prestigious event brought together brands, leaders, and visionaries to discuss the ever-evolving retail and eCommerce industries. eTail also brought plenty of networking opportunities and unique experiences for attendees, including a casino night, pickleball, and a custom-made 100-pound donut!
(Photo credit – Clarissa Schealer)
This year’s event promised to be packed with innovations, expert insights, and strategies for retailers looking to stay ahead of the curve and it certainly didn’t disappoint. Designed to inspire innovation and foster meaningful relationships, eTail brought impressive sessions and speakers. Some key takeaways include:
Creating seamless and frictionless experiences for consumers is critical in driving loyalty and increasing consumer satisfaction for your brand. With the rise of consumer expectations, it is more important than ever to make each and every interaction (physical and digital) with your brand highly personable, memorable, and seamless.
It’s easy to want to provide these seamless and frictionless experiences, but it is an absolute necessity to have the right tech stack in place to actually make it happen. Clunky or siloed technologies can cause increased friction that limits personalized experiences, decreasing the customer experience and customer loyalty.
Another primary topic during the event was directed at avoiding generic and ‘one-size-fits-all’ strategies for your consumers. Instead, tailor your approaches to the specific channels that your consumer engages with. Recognize and understand the unique preferences and expectations of your consumers on different platforms, whether it’s social media, email, SMS, in-store, or omnichannel, brands need to adapt to their preferred platforms. By building consumer journeys that align with their needs and expectations on each channel, you can create a more personalized experience, fostering stronger connections and engagement with your consumers. If you’re doing this approach correctly, it ensures that your interactions are not only relevant but also resonate authentically with your audience across various touchpoints.
(Photo credit – Jason Panici)
Artificial Intelligence was obviously prevalent throughout the entire conference. There wasn’t one conversation we had where AI was not a primary theme. Understanding and questioning your AI’s source, accuracy and underlying data is imperative to powering your operations. The effectiveness of AI hinges on the quality and relevance of the data it’s trained on, it’s not about just having AI within your services, but about understanding the foundation it stands on. If your AI is not powered by your true consumer data, you are missing the chance to connect with your consumer fully. In this new world of AI, knowledge is power, and being aware of the data nuances that come with that, allows brands to use AI to truly engage with their consumer while still creating a valuable experience for them.
Capillary takes AI a step further with Generative Loyalty, our state-of-the-art approach to customer loyalty. Our Generative Loyalty framework incorporates artificial intelligence (AI) and large language models (LLMs) to create and enhance loyalty programs with robust capabilities, with a human touch. Powered by the latest innovations in AI, Generative Loyalty can make loyalty programs hyper-personalized, more dynamic, and more engaging than ever.
Generative loyalty continually self-generates campaigns and incentives, allowing loyalty insights to drive contextualized messaging to be constantly reinvented. As the most cutting-edge loyalty solution, Generative Loyalty maximizes customer engagement and optimizes return on investment (ROI).
Capillary’s suite of products and services offers retailers cutting-edge tools for customer engagement and loyalty management – helping retailers unleash the power of customer data, transforming it into actionable insights that drive profitability and a personalized customer experience (CX). If you didn’t have the chance to connect with the team in Palm Springs, reach out to learn more about our GenAI-powered customer loyalty innovations that transform customer engagement and customer experience in the retail ecosystem.
See you next year in Palm Springs for eTail 2025!
