Perx Technologies, an SaaS specialist in dynamic, mobile-first customer engagement and loyalty, has launched the Perx Lifestyle Marketing Platform (Perx LMP).
Traditional static loyalty and rewards programs are no longer working in a rapidly evolving digital economy, according to Perx, which believes they are expensive to maintain and have become a liability affecting the bottom line of brands globally.
Today’s customers come in many forms and have their daily needs and wants. As consumer and ecosystem partners’ behavior rapidly evolves, Perx believes that the way in which brands engage them also has to change.
Perx’s LMP is purpose-built to enable brands to shift from being transient and transactional to delivering meaningful relationships with their ecosystem across millions of customers and partners globally.
Powered by hyper-personalisation, advanced gamification and sophisticated event trigger capabilities Perx hopes the platform will re-energise brands’ customer experience and loyalty engagement strategies by syncing them with the daily lifestyle choices of their customers. The platform enables marketers and digital teams to drive and monetise customer actions and increase customer-brand touchpoints by reimagining the digital consumer journey.
There are three key market trends that necessitate the introduction of a new category called Lifestyle Marketing in the Martech space. First, the pandemic has dramatically accelerated the need for businesses to become digital and mobile-first. In 2020 with the average consumer spending close to four hours each day on a smartphone, 332 million people came online for the first time globally to bank, shop, play and order food.
Second, the rise of the mobile-first instant gratification economy has made brands realise the limitation of present day marketing technology stacks to support building unique ‘aha moments’ into traditional digital customer journeys; from acquisition to last mile redemption and more importantly, every user action in-between. With 73% of the world’s mobile phone users owning a smartphone, brands globally are exploring how to innovate beyond their core business models to establish a ‘super-app like’ services ecosystem tailored around their closed loop customers.
Lastly, today almost all marketing technology platforms are designed mainly to drive vanity metrics such as eyeballs, clicks and open rates, according to Perx, rather than contributing to top-line growth. The outcomes are static, unengaging, and transient customer engagements that abruptly end in an SMS, email or social media post.
But, critical to any engagement strategy is the customers’ ‘last-mile’ journey. The Perx Lifestyle Marketing Platform could extend this last-mile beyond usual stopovers through interactive, gamified and incentive-led engagements that nudge customers to complete the actions and transactions that were actually intended by the marketer and the brand.
Perx has also launched the Perx Rewards Marketplace that offers an elaborate curated list of merchant rewards that are aligned to the lifestyles of the digital consumer.