href="http://www.thetibcoblog.com/wp-content/uploads/2012/03/salegraphic2.png"> class="wp-image-2905 alignright" title="salegraphic2"

src="http://www.thetibcoblog.com/wp-content/uploads/2012/03/salegraphic2.png"

alt="" width="238" height="302" />There has been a

lot of talk recently about how consumers are starting to opt-out

of loyalty programs due to lack of true value. I have to say, I

have been a little annoyed myself at how some retailers

can't give me the same experience whether I am in the

store, or buying online. Why do I continue to keep giving them

the same information, and why are they only offering me deals on

items I have never bought, nor do I intend to? This

doesn't mean I haven't found myself

purchasing a new brand, a color I don't really like, or

a size that doesn't really fit, just because I

couldn't pass up the deal. I mean, who doesn't like a

great bargain?

54% of

consumers polled feel that programs lack personalized messaging

and valuable rewards. - Consumer Insights

To justify this thinking I have to

go no further than my own closet and I know I'm not the only one

who convinced themselves "I can just put a footpad" into the size

7½ Prada pumps when I really wear a 7, only to find

them-unworn-with the other "great deals" mocking me

from my closet. Obviously this type of impulse shopping does come

with its share of buyer's remorse, so I can see why some brands

are shifting towards a one "honest" price strategy, rather than

offering discounts or sales, but I think a lot of shoppers would

tell you it's not the sale that href="http://www.tibco.com/industries/retail-cpg/default.jsp">

retailers should get rid of, but the how the sale is

presented to the shopper.

Let's face

it, most of us still want the thrill of finding that awesome

deal, we just want it to be something we were already in the

market for, the brand we love, and the size we need. In fact,

technology has come far enough that retailers could be doing a

lot more to personalize the shopping experience with the right

deal, at the right time - for the moment of purchase.

Picture this: you need a new dress for a corporate

event. You're browsing the dress aisle of your favorite designer,

at your favorite department store and are a little put out that

nothing you want is on sale, when all of a sudden you receive a

text message: it says, "Hi Kim, how would you to save 25% off the

red dress from brand ABC?" And it continues with, "…All you

need to do is make the purchase in the next 40 minutes." Yes

- this is possible; and this doesn't even scratch the

surface using today's technology. Retailers, are you

listening? This is a win-win for both driving revenue and

maintaining customer loyalty. In an age where most customers are

swamped with data, this personalized experience would definitely

make a difference.

21^st Century Sales

means a 21^st Century

Infrastructure

In order to stay

competitive, retailers need to href="http://forms2.tibco.com/e3-revenue-maximization-q112"

target="_blank">redefinehow their customers interact

with them. It's no longer good enough to offer coupons or let a

customer know about a sale. This new customer is looking for

relevant information at the right time. They expect you to know

who they are, what brands they buy, the size they wear, and

present relevant href="http://www.tibco.com/industries/customer-loyalty/default.jsp"

target="_blank">offers to them where they

are.

href="http://www.thetibcoblog.com/wp-content/uploads/2012/03/revenue-scrnshot-715x405-v4.jpg"> class="aligncenter size-full wp-image-2919"

title="revenue-scrnshot-715x405-v4"

src="http://www.thetibcoblog.com/wp-content/uploads/2012/03/revenue-scrnshot-715x405-v4.jpg"

alt="" width="715" height="405" />

href="http://www.thetibcoblog.com/2012/03/19/are-your-customers-asking-to-be-touched/">Contextual

relevance is at the forefront of how this can be achieved and

brands that equip themselves with the power of what's possible

can have technology with the intelligence to contextualize

customer data with real-time events to seize opportunities with

relevance and purpose. This level of personalization will lead to

deeper connections with your customers.

Obviously, retailers will have to assess what is right

for their customers, but I'd hope that most of them have this on

their IT roadmap.

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