The world expected a better 2021 with vaccination and a hope for a brighter tomorrow! And here we are, yet again standing still amidst chaos in the second quarter of the year. There are fresh guidelines being issued everyday on travel, lockdown, opening of schools, malls with the second wave of COVID hitting Asian and South American countries hard. In these times of emotional distress, what could be the motivating factor that can influence customers to shop? What could brands do to provide an unmissable customer engagement? How can brands achieve growth when people are increasingly scared of stepping out of their homes once again? In the marketing world, one must set the bar high with meaningful connections. 

The switch to digital was inevitable even in 2020 to survive the crisis, however, marketers will have to try harder to get a customer’s mindshare in the ever cluttered world. The value focused shopper these days connects with the brands who appeal to their cognitive senses. Brands who can best use the digital shopping behavior of customers and blend it with empathy by understanding expectations are the ones who can thrive in this pandemic hit world.

Capillary’s recent enhancements in line with the change in customer behavior can help brands to engage them effectively and foster loyalty.

Social Media Campaigns

There is a growing number of social media platforms and a growth in the number of social media users every second. Would you believe that on average, more than 1.3 million new users joined social media every day during 2020, equating to roughly 15½ new users every single second? Like no size fits all, there is no specific social media platform which is preferred by all the users. Customers have varying preferences which poses a challenge for marketers to keep in touch with their customers on different channels using one solution to provide an effective and seamless experience. 

Marketers can now build that personal connection with the option of directly setting up Instagram and Facebook partner network campaigns from Capillary Engage+. CRM Managers can now leverage ad channels to engage with users and improve  the  conversion rates. Facebook and Instagram are two of the most loved channels and with stricter regulations for SMS leading to reduced conversion rate through SMS campaigns, this enhancement is of paramount importance to marketers.

Loyalty Programs

A well-designed loyalty program along with a positive emotional engagement strengthens the brand-customer relationship helping develop trust and loyalty. Marketers make the effort to keep their customers happy while ensuring that the benefits provided are well utilized. To help marketers create the best program while controlling the budget of their loyalty programs and preventing any suspicious increase in redemptions, our Loyalty+ enhancements can enable them to limit the points earned or redeemed upon a successful purchase. 

Points earning: Marketers can now define maximum points or bill amount a customer could earn for a single purchase or across the purchase cycle for a defined period. 

Use cases:  

  1.  A rule can be set to issue points on purchases for a maximum amount of USD 50 in a week or USD 1000 in a month
  2. A rule can be set issue points on a specific bill amount of USD 100 at a specific line of products

Points redemption: Marketers can set-up rules to define the rules on the number of points that could be redeemed for a day, week, or a month.

Automated Target Tracking 

The pandemic has been hard for everyone, more so for store employees with many retail stores shut for months at a stretch. With stores reopening now, it’s the right time to strengthen the incentives program within all organizations and compensate the frontline workers well for their service. An efficient system of rewarding employees can motivate them and eventually contribute to the overall increase in sales. With Capillary’s Insights+, marketers can now automate the process of setting up KPIs for a defined period of time and track the performance by store, zone, country, etc. A country manager can have an overall view of all the stores while a store manager can view the performance of his/her store employees. This automated reporting brings in transparency for all employees reducing the chances of errors in assessing their incentives.


Technology has rescued marketers in  turbulent times and helped them navigate the strong storms of Covid while teaching the lesson of understanding the importance of human life and developing a sense of community. Both these factors combined together is the perfect recipe for marketing success and accelerating growth.

Gitanjali Mittal
Gitanjali is a marketer with diverse experience in Product Marketing, Customer Management, Research Analysis, Content, Event Marketing, and Sales Enablement. She has a keen interest in exploring and learning new trends and technologies in the marketing space. Besides this, she is an ardent practitioner of Yoga and Mindfulness.