There is revolutionary transformation of commerce that isunderway where the advent of mobile-enabled omnicommerce putsconsumers in control of their own experiences. With thistransformation, merchants are scrambling to find new ways to meetor exceed consumer expectations. According to a new research whitepaper, Customer Loyalty and the Transformation ofCommerce, from CSCU and FIS and produced by AiteGroup, the revolutionary transformation of commerce suggests newapproaches and tools to increase consumer loyalty and incrementalsales.

The research findings include insights on how can you bestdeliver “right place, right time” loyalty messaging and how you canalso increase average spend-per-transaction, the frequency of usage,and per-consumer profitability. The findings identify four types ofloyalty and timely strategies for reaching members. In addition tothe four loyalty types, this informative paper also covers thechallenges of the current commerce environment; recommendedapproaches for delivering relevant, effective loyalty messages; andwell-designed strategies that cut through the clutter

Until very recently, the merchant controlled the consumerexperience, managing all aspects of the interaction. But, with theadvent of mobile-enabled omnicommerce, consumers now control theirown experiences, and merchants are feverishly working to find waysto meet or exceed consumer expectations. Loyalty and promotionsremain as important parts of the continuum that provides merchantswith a variety of different tools to address specific issues.

Until the 1980's there were only three ways that consumers couldengage in commerce with a merchant; in the store, on the phone, orwith a catalog through the mail. This model has been around formore than a century, and merchants have fine-tuned theircapabilities to optimize sales through these channels with a gooddeal of success.

Relevant messaging delivered to the right person at the righttime and in the right place is the secret to successfully changingcustomer behavior. The tools now exist to maintain relevantcommunications with the consumer at every point of interaction,including at the point-of-sale terminal. The “one-size-fits-all”loyalty schemes that merchants have used are no longer relevant oreffective. Things changed in 1984 when the first online serviceprovider, CompuServe, launched the CompuServe electronic mall,enabling online commerce for the first time.

According to Aite's research, efforts to differentiate and drivesales are creating levels of clutter that are certain to diminishinterest and attention. It's no wonder, according to the research,that many national retailers are struggling to maintain relevancewith consumers. Fortunately, there's a way to overcome thenoise.

Download the white paper to gain insights into the challenges ofthe current commerce environment; the four different types ofloyalty and their role in the commerce equation; and how to deliverrelevant messages and offers throughout the consumer journey.