Scale & Strategy
Shopify expands Shop Campaigns, and Microsoft tightens up its tracking game
New ad channel unlocked...
Shopify just leveled the playing field by opening its Shop Campaigns platform to all advertisers in the US and Canada. Translation? You don’t have to be a fancy Shopify Plus user anymore to set budgets and run ads on Meta, Google, and Shopify’s Shop app.
And the best part? You only pay when someone actually buys something. No pressure, right?
Shopify claims this nifty tool can boost new customer acquisition by up to 24%. But, you know, results may vary. Don’t start spending that 24% bump just yet.
Meanwhile, over at Microsoft HQ…
They’re making some upgrades to household attribution and consent tracking. Here’s the TL;DR:
Household Tracking Updates:
- See how devices in a household are engaging (because who doesn’t love spying on Dad’s tablet?)
- Track cross-device interactions.
- Decode audience behavior like a digital Sherlock Holmes.
Consent Tracking Updates:
- A new UET consent mode adapts tracking tags based on user preferences.
- Transparency and Consent Framework 2.0 makes it easier to talk to those pesky consent platforms.
- Google Tag Manager support lets you pull Google-related consent states with fewer headaches.
Basically, you get smoother tracking and stay on the good side of privacy laws. That’s what we call a win-win.
AI Marketing: ChatGPT learns to “watch,” and Claude 3.5 gets a glow-up
It can “read,” it can “listen,” and now… it can kinda “watch.”
OpenAI is rolling out real-time video analysis to ChatGPT’s Advanced Voice Mode for Plus, Team, and Pro users. This means ChatGPT can now identify objects, share screens, and even help you solve math problems on the fly. Need help analyzing a video ad creative or generating a transcript? Boom, done.
But fair warning: you might need to cross your fingers it doesn’t crash mid-analysis.
Rollout schedule:
- Plus, Team, and Pro users: within a week.
- Enterprise and Edu users: January.
- EU users: still stuck waiting. (Sorry, Europe.)
Can’t wait that long? Enter Anthropic’s Claude 3.5 Haiku.
Now available to everyone, Claude’s chatbot can analyze images, process files faster than a caffeine-fueled intern, and even work its magic with real-time edits using Claude Artifacts. Bonus points for offering competitive API pricing while giving bigger models a run for their money.
In short, the AI game just got more interesting. Stay tuned… or let the bots explain it for you.
9 Loyalty Program Strategies That Actually Work (And Won’t Make Your Customers Roll Their Eyes)
- Keep It Stupid Simple
A confusing loyalty program is like trying to fold a fitted sheet—it just doesn’t work. The best programs are easy to understand and even easier to join. Customers love quick wins, and points-based systems are fan favorites because they’re simple, flexible, and effective.
Example: Starbucks Rewards
Starbucks nailed it with their no-frills system. Spend money, earn stars. Stars equal free coffee, snacks, and exclusive perks. Bonus points for adding tiered memberships to sweeten the deal. Fun fact: Starbucks loyalty members drive 40% of its U.S. revenue.
- Tier Up for Motivation
People love feeling special, and a tiered system lets customers climb the ladder to VIP status. The more they spend, the better the rewards—and they’ll keep coming back for more.
Example: Sephora’s Beauty Insider Program
Sephora’s three-tiered system (Insider, VIB, and Rouge) makes customers feel like queens (or kings). Higher tiers mean more perks, and 80% of Sephora’s U.S. sales come from loyalty members. That’s not just pretty—it’s genius.
- Use Data to Make It Personal
Generic rewards are meh. Personalized rewards? Chef’s kiss. Use purchase history, preferences, and habits to deliver rewards that feel like they were made just for your customers.
Example: Amazon Prime
Prime isn’t just a loyalty program—it’s an addiction. With perks like free shipping, Prime Video, and exclusive deals, Amazon’s got its customers hooked. And 90% of Prime members renew annually, so clearly, it’s working.
- Gamify It—Because Fun Sells
Turn your loyalty program into a game, and watch engagement soar. Challenges, badges, and leaderboards tap into that competitive streak, keeping customers entertained and loyal.
Example: NikePlus Membership
NikePlus makes fitness a game with challenges, rewards, and exclusive product drops. Members feel like part of a cool, sweaty club—and that’s priceless.
- Do Good Together
Modern customers want more than discounts; they want brands that care. Add a social impact element to your program, and you’ll win over hearts while standing out from the crowd.
Example: TOMS Passport Rewards
TOMS lets members use points to support social causes, aligning perfectly with the brand’s mission. It’s loyalty with a side of feel-good vibes.
- Go Mobile or Go Home
If your loyalty program isn’t mobile-friendly, you’re leaving money on the table. Apps make it easy for customers to track points, redeem rewards, and engage anytime, anywhere.
Example: Target Circle
Target’s loyalty program lives in their app, offering personalized deals, cash back, and charity support options. With 80 million members, it’s clear customers love the convenience.
- Make Rewards Worth It
No one wants to spend $500 to earn a free keychain. Keep rewards achievable and genuinely valuable. Smaller, frequent wins keep customers hooked.
Example: Dunkin’s DD Perks
Dunkin’ keeps it simple: earn points, get free drinks. The quick turnaround keeps members happy, and DD Perks users spend 20% more than non-members. Not bad for a coffee run.
- Add VIP Experiences
Sometimes, it’s not about the free stuff—it’s about the experience. Offering exclusive events or behind-the-scenes access makes customers feel like insiders.
Example: American Express Membership Rewards
From concert tickets to VIP lounges, Amex delivers experiences that money can’t buy (unless you’re an Amex cardholder, of course). That’s why their customers spend 43% more annually than other credit card users.
- Reward Referrals—Because Sharing Is Caring
Turn your customers into your best marketers by rewarding referrals. It’s a win-win: they get perks, you get new customers.
Example: Dropbox’s Referral Program
Dropbox’s “invite friends, get storage” strategy is simple but brilliant. It grew their user base from 100,000 to 4 million in just 15 months.
Bottom Line:
Loyalty programs aren’t just nice-to-haves—they’re essential. Over half of customers say they’re more likely to stick with brands that reward their loyalty. By keeping your program simple, valuable, and tech-savvy, you can turn casual shoppers into lifelong advocates.
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