Green Solutions' Edwin Meijer on how to bulld good loyalty programmes

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Edwin Meijer from Green Solutions speaks about the dos and don'ts of loyalty programmes for garden retailers.

Edwin speaks about the role of smartphones in loyalty campaigns as the older generation uses social media more.

Research from KPMG showed that more than 80% of the consumers expect a mobile-based loyalty programme. If you retired aged 65 in 2020, you spent over 20 years with computers.

Edwin says there are a lot of misunderstandings. Some UK customer are mobile-only and that works really well. This is not about who your current customers are, but who your ideal future customer is. The solution is also to integrate iOS and Android wallets to make it mobile-based

He also gives tip about chasing inactive customers and how to get 40% of them back in-store in two weeks using interaction, inspiration and information.

Edwin also speaks about Green Solutions/Haymarket's acquisition of Garden Connect, what Green Solutions does and what we've seen with shofts from loyalty printed vouchers to emails/apps.

He says personalisation, weather-dependent campaigns and using AI can all help loyalty programmes.

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