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How to Create an Effective Omnichannel Rewards Strategy

It’s hard to know where retail spending is headed. DeLoitte’s recent State of the US Consumer report says that while consumer economic concern has eased, consumer spending intentions have yet to return to 2022 levels. 

One thing is for certain, though: consumers want a satisfying omnichannel experience. According to a study by Retail Dive, 65% of consumers expect brands to offer the same level of customer service across online and offline channels, and 87% prefer to research products online before purchasing them in-store.

But how do you create an omnichannel strategy that delights customers, drives sales, and helps you stand out from every other company looking to do the same thing?

The answer is to give your local communities an exclusive offer and verify a customer’s eligibility for it wherever they want to redeem it.

The Power of Rewarding Local Communities

Whether they shop online or in brick-and-mortar stores, your customers live locally. By rewarding those who make a positive impact in their daily lives, you’re not just building stronger ties with them, you’re also winning their business and securing their loyalty.

Everyone knows and appreciates the contributions made by people like teachers, nurses, first responders, and members of the military. And one of the best ways to honor the work of these local heroes is to give them an exclusive offer. 

Take Michaels, the arts and crafts giant with a robust website and more than 1,200 store locations. Michaels gives exclusive offers to  teachers, military members, and seniors. And the company integrates these offers to its loyalty program and verifies a customer’s eligibility inside its loyalty app—Michaels Rewards—which makes the offers available across all its channels. Whether they shop online or in store, verified customers instantly and automatically receive the discount. 

These offers are highly effective because they make these customers feel like Michaels truly values them. And they generate goodwill among everyone who supports these groups, which increases brand awareness and drives even more business. 

Michaels omnichannel strategy includes surrounding these customers with ongoing support, like a web page for teachers that provides ideas for classroom projects, and campaigns that offer special promotions on key holidays, like an extra discount for military members on Veterans Day. 

What makes this approach so effective is that it’s driven by Michaels genuine regard for these communities. And what makes the offers so compelling is that Michaels keeps them truly exclusive by verifying the identity of customers who redeem them. 

“We can provide a richer experience and additional perks to groups we highly value,” said Steve Woodward, Senior Director of Digital Experience at Michaels. “When we integrated the SheerID Verification Platform into Michaels Rewards, we were able to verify 200,000 seniors, teachers, and military customers. 

Michaels is just one of hundreds of brands that drive customer acquisition and loyalty by giving verified, exclusive offers to community heroes. Companies like Target, Home Depot, Madewell, and SONIC Restaurants give discounts to consumer communities and drive online and in-store sales by promoting them during events that celebrate the groups, like National Nurses Day, Teacher Appreciation Week, and the Back-to-School season. 

Promotions like these are more effective than a general discount because they create emotional connections with customers that drive repeat business.

5 Steps to Creating an Omnichannel Offer for a Consumer Community 

  1. Pick a group that aligns with your brand and create an offer just for them. For example, you can target students, teachers, healthcare workers, or hundreds of other consumer communities and give them an exclusive 20% discount. 
  2. Implement a way to verify a customer’s eligibility for your offer.The SheerID Verification Platform can instantly verify a customer’s identity after they complete a brief online form, whether they are shopping in person or online. 
  3. Promote your offer across all your channels.  Create in-store signage and digital promotions that speak directly to the community. For example, welcome students heading back to school and include photos of them using your products. 
  4. Train your in-store associates. Make sure your team is prepared to verify community members using a simple process, such as having customers scan a QR code and enter basic information into an online form. Be sure to encourage associates to make these customers feel special when they come to your store. For example, thank nurses for their service and show them products that meet their needs, such as comfortable shoes. 
  5. Use the data you collect to build loyalty. Re-engage customers with personalized marketing, like a free gift for students during their final exams. Research shows that 7 in 10 members of consumer communites say they are more loyal to brands that give them exclusive offers.

The Advantages of Using SheerID InStore

SheerID InStore has the ability to seamlessly integrate your online and in-store rewards experiences for a full and effective omnichannel experience. 

QR Codes and Barcodes

QR Codes and Barcodes enable your customers to easily display their reward offers in new, user-friendly formats. This enhances their overall shopping experience and empowers your in-store staff to expedite the checkout process. After a quick scan your customers are on their way to enjoying their rewards.

Associate Override

The Associate Override feature equips your in-store team with the ability to verify a customer who may not get instantly verified or have documentation on hand to support their eligibility. This makes your employees heroes who can provide immediate and excellent customer service.

Training and Consulting

SheerID InStore includes comprehensive training and consulting services to prepare your store associates and help them market your offer in their locations. Our experts will guide your teams through every step of the process, ensuring a seamless transition with maximum impact. 

Store-Level Reporting

SheerID InStore gives you the ability to monitor your program by collecting and analyzing data at the store level, and then aggregating and comparing it across various regions. With these reports you can identify patterns, strengths, and areas for improvement, and then optimize your program to enhance its performance at each location.

Create an Effective Omnichannel Rewards Strategy Today

In a world where customer loyalty is paramount, SheerID InStore is your ticket to building strong customer relationships across all your channels. Your customers will love your offers, your store associates will appreciate how easily they can implement your program, and you’ll have the data you need to build tremendous customer loyalty. 

To learn more, sign up for a free demo of SheerID InStore.

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