POS Giving: 3 Takeaways for Companies
We all know retail is evolving and with it consumer expectation around how they interact with retail brands across the omnichannel. Therefore, it is inevitable that both retailers and their nonprofit partners feel the need to evolve their charitable point-of-sale fundraising efforts to meet those consumer expectations. The evolution of this tactic should not be based merely on presumption, instead it should be rooted in data. The Catalist POS Giving: Progressing and Prospering consumer affinity study takes a look not only at consumer preferences for giving at the point-of-sale in 2018, but analyzes how those preferences have changed since we started asking for consumer feedback in 2015. The insights from this study prove that point-of-sale giving positively enhances the customer relationship with the retail brand. If viewed internally not as a charitable activity run by the foundation, but as a very effective enterprise customer relationship opportunity, the business ROI becomes evident. Perhaps it is time to sit down with your marketing colleagues to capitalize (and extend!) the halo effect this tactic IS having on your brand.
Make sure to download the whole study. It is packed with great information and key insights. Below are three key takeaways from the study to help jumpstart internal strategy conversations around your point-of-sale campaigns.
1. DON’T UNDERESTIMATE THE HALO EFFECT
Not only did 69% of consumers give to a cause at point-of-sale in the last 12 months, but 81% of them LIKED or did not mind being asked and 55% of them would SHOP at the RETAILER AGAIN because they were allowed to donate to a good cause! Customers are connecting the ask at the point-of-sale back to the retail brand that allowed them to feel like a hero in an otherwise ordinary moment.
Action: As a retailer, IT IS IMPORTANT to make sure you are partnering with the right nonprofits that are not only an authentic right-fit, but will actively engage to help amplify this VERY connective
and effective customer loyalty tactic in the marketplace.
2. EXTEND A SIMPLE “THANK YOU”
70% of those surveyed said a simple “THANK YOU” was enough (post donation). At their essence, people want to be charitable so thank them often. Thank the consumer when they give at the point of sale (either an in-person or digital “thank you”). Thank your consumers and employees post campaign by working with your charity partners to create shared “thank you” content post campaign, and then share that content across all marketing and social channels. Thank your employees throughout your charitable campaign timeframe for making the ask and doing so with passion and commitment. Thank your location managers. Thank your partnering vendors. You get the idea.
Action: The best way to create effective “thank you” content for the marketplace is by providing an emotive story about the IMPACT of fundraising at point-of-sale. Make sure you are measuring the IMPACT on your stakeholders, community and bottom-line, and then creating a “thank you” story around that IMPACT.
3. MOVE TO THE CHARITABLE OMNICHANNEL EXPERIENCE
86% of people prefer to be asked to give at the point-of-sale digitally, and for the first time since 2015, consumers responded significantly that they wanted to be able to give at POS via online and mobile applications – 56% of people either have no preference or prefer to give through e-commerce or via mobile. The register staff if still THE key to point-of-sale giving, but it’s time for consumers to have an OMNICHANNEL experience. During the campaign timeframe, don’t just allow customers to feel like a hero at the brick and mortar, give them the opportunity to give through e-commerce, pin pads, self-checkouts and mobile applications.
Action: Use these stats and other marketplace Corporate Social Responsibility trends to change the discussion internally at your company. If customers prefer to be asked to donate at point-of-sale digitally AND point-of-sale giving is a VERY effective customer loyalty tool, then it should be a priority to make it possible for your consumers to engage in POS across the omnichannel.