Screen Shot 2015-05-29 at 11.32.01 AML2 released this week an Insight Report on CRM and Loyalty. One of the report findings was that brands need to tailor strategies and tactics to local markets. For example, consumers in Europe are skeptical of email marketing while the medium has increasing open rates in the U.S., making a case for a decentralized approach to email. Not only do consumers in China prefer mobile messaging platforms such as WeChat, emails from brands are not always delivered.

Screen Shot 2015-05-29 at 11.31.53 AMBut localization doesn’t mean the absence of a global strategy. Brands can test across markets and learn from each other: For example, WeChat can be a testing ground for Whatsapp tactics.

Sephora and Kiehl’s are examples of stellar loyalty programs. Sephora has established loyalty programs in 80% of the markets it is present in. While all countries except for Greece have tiered programs, rewards vary by country. China and France members receive discounts as rewards for points.

Screen Shot 2015-05-29 at 12.43.49 PMKiehl’s leverages a global strategy for its content with tweaks for each country. For example, the same Mother’s Day message was comprised for France and Germany members and sent on different days to mirror their holiday calendar.

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