How DashLX Helps Outdoor Brands 5X Loyalty Engagement with Hyper-Personalized Messaging

The Truth: Most Loyalty Marketing Campaigns Are Not Hitting The Target

Attention has never been as important as it is today, and with hundreds of products and services vying to be seen first, it can be tempting to throw as much money as possible to be number one.

The problem is, how can you quickly create effective marketing campaigns when you don’t have access to critical data the moment it becomes available?

I’ll explain.

Let’s say a customer enters your store to buy a pair of shoes. Her experience is beyond anything she could have ever imagined:

• She is greeted with enthusiasm by one of your employees.
• The employee follows her throughout the store, giving her quality recommendations.
• She was even able to try on the limited-edition sneakers that definitely “wasn’t supposed to be shown to anyone yet.”
• Checkout was quick and easy.

Normally, the interaction would end there.

In that pivotal timeframe (30-60 days post-purchase), you would have no idea if she liked the shoes, or if she would recommend it to her friends unless she filled out a time-consuming questionnaire.

The problem is, she’s a busy woman. Who knows when she’ll have time to fill one out?

And so, you end up becoming a purchase instead of an experience.

All of this could have been avoided if you had real-time consumer data to use as a digital nervous system for your brand. This would give you the ability to regularly check in and receive immediate feedback on how the shoes are performing. No more spending weeks creating a hit-or-miss marketing campaign.

The Problem with Current Loyalty Programs

Imagine owning a single goose who laid 10 golden eggs every day that you sold for $1,000 each.

“This is great,” you think to yourself. “But I’d make a ton more money if I had more than one.”

Then one day, while cleaning the coop, you spot another goose in the field!

You chase after the wild goose, leaving the coop open – and the golden egg goose runs away.

Unfortunately for you, your new goose only lays normal, average eggs. Sure, you’ll still make some money, but not nearly as much as you did before.

Brands are constantly seeking the best way to get new customers instead of improving their customer retention strategy:

• A gym will give 50% off to entice a former member to return while their most loyal members pay full price.
• A lapsed e-commerce customer will get 20% off their next order while frequent shoppers only get a 5% loyalty discount.
• A customer who hasn’t flown in years gets a 10,000 miles bonus for rebooking, while frequent fliers who book monthly earn less per dollar spent due to the devaluation of the rewards program.

Brands are mistakenly focusing on acquisition when it’s the top 10% of consumers who drive up to 70% of sales.

This costs them in the long run as loyal consumers become disillusioned, destroying genuine brand loyalty in the process.

Outdoor brands must now shift their attention to increasing Customer Lifetime Value (CLV) by using LX (Lived Experience) data to optimize customer engagement and boost retention rates.

Hyper-personalization in marketing is not optional anymore. This means it’s no longer good enough to slap together some make-shift loyalty program and call it a day.

Consumers are now beginning to notice the brands who care about them – and the ones who don’t. It’s no wonder that out of the 16 loyalty programs they belong to, they actively use less than half.

And why 33% of them end up leaving their favorite brands when offered irrelevant rewards and promotions.

As the saying goes, “You get out what you put in.” Brands that fail to take the time to set up systems that automatically track user activity and engage them with the best message will pay for their mistakes in cold, hard cash.

GAMIFYING USER EXPERIENCE

With 93% of consumers willing to trade their personal data for better rewards, brands must now provide unique and exciting experiences that will motivate consumers to take action.

Gamifying user experience not only solves this issue, it often generates 15% more clicks to buy. 

The goal is to make buying feel less like a transaction, and more like a competition, with each accomplishment rewarding the customer and encouraging positive buyer behavior.

For example, user syncs their wearable fitness trackers with an app to earn points for workouts, yoga sessions, and mindfulness practices. The more they move, the more they unlock perks like early product access or VIP in-store events.

HYPER-PERSONALIZED CONTENT
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Love isn’t a one-way street. And as much as your customers show your brand love, they also like to feel the love reciprocated as well.

Brands must take an active interest in their customers by regularly checking in with hyper-personalized and relevant content. Not only does this develop a deeper bond between brand and customer, 78% of consumers say are likely to do repeat business with brands that show an active interest in them. 

How LX Data Fixes This Problem with Hyper-personalized 1-1 Messaging

At DashLX, we believe that there’s data in every drop of sweat.

Every triumph, every defeat, every smile, every tear, and every memory, are bundled up in one drop of water.

We call it the Lived Experience (LX). If harnessed properly, activewear brands can use it to hyper-personalize each message, connecting with their customers like never before.

DashLX’s Marketing Automation Software automatically crafts the perfect message for every customer and any situation, all in real-time. No stress, no guesswork, and no human input required.

Example: A cycler is greeted with this message after a grueling cycling session: 

The customer now feels like the brand cares about them, deepening the relationship between them and the brand. In exchange, the brand now has a fierce and loyal supporter who will sing their praises to their friends and family.

All of this achieved by using actionable, hyper-personalized data, retrieved from the best source on earth – the customer.

Wearable Technology Data Integration

DashLX knows time is of the essence, especially when it comes to marketing. That’s why we put our software through hundreds of rounds of vigorous testing, ensuring it can be integrated with any existing CDP/CRM systems. No more banging your head against the wall waiting for IT to get you up and running. DashLX makes data integration fast and easy – as it always should be.

Ready to see why top brands like Brooks Running and Hoka trust DashLX to drive engagement for their loyalty programs?  Get a Demo today. 

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