Not all Loyalty Apps are Created Equal!

As a small business owner of a denim and sportswear store, I was looking for ways to increase my bottom line, and alternative ways to connect with my customers.  With the social media explosion, i.e. Facebook, Twitter, Instagram and emails, promoting my business became a full time job.  That was great in the mid 2000’s, but as more and more people and businesses jumped on the bandwagon, I noticed these mediums becoming less effective. As a result after much research, I decided to implement a loyalty program, but discovered that all of the existing Loyalty platforms lacked the qualities and features I felt were relevant to me and most importantly to my customers.

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The existing Loyalty platforms, were not marketing my business but promoting theirs but against my better judgment I gave it a shot, and joined a popular program.  I quickly discovered that this was not specific to me nor did it promote my “Brand”.  It was cookie cutter at best!  Why did I have to fit my business model into their environment and promote their app and brand?  I also questioned why my business was added to a list of similar merchants, some of which were my competitors.

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This is when the Mass Mobile Apps Concept was born.  Out of a need to keep my customers engaged and loyal, and to drive traffic and increase Sales.  Mass Mobile Apps designs customized Loyalty Apps specific to any business promoting their brand and connecting customers in a meaningful way.

Why conform to someone else’s concept of a loyalty program, when you can develop your own!

4 Holiday Marketing Ideas Every Small Business Should Use

4 Joyful Holiday Marketing Ideas Every Small Business Should Use
Holiday shoppers are ready to dash through the aisles this season, spending an average of $935.58 on holiday gifts, food and decor. Retail sales are in good shape for the end of the year, with a predicted 3.6 percent increase from last year, according to the National Retail Federation.

Are you ready to cash in on the holiday shopping craze? If so, you need to create a few holiday marketing campaigns to attract customers to your store. But, creating marketing campaigns takes time, and who has extra time during the holidays? You’re busy scheduling additional staff, ordering extra inventory and prepping your store.

To take the hassle out of the holidays, we’ve put together a list of four holiday marketing ideas that every business can and should use during the holidays.

1. Ask customers to submit holiday designs
Take a cue from Starbucks and get your customers involved in the design process. Starbucks asked its customers to draw holiday designs on their coffee cups, and submit pictures via Instagram. Starbucks selected a handful of winning designs and mass-produced the artwork on holiday cups this season. Here’s a winning design created by a nurse in Chicago:

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The campaign sparked 1200 submissions from 13 different countries, and engaged fans all over the world as the designs filled social media channels.

Your company can do something similar. For instance, you can ask customers to turn your everyday logo into a festive one. Have participants submit the photos online and select the best one. Then use the winning design on your website throughout the holidays.

You can promote the contest on your website, social channels and in store. Send out email and text about the contest too. You might consider giving the winner an additional prize, like a $100 in-store gift card, to sweeten the deal.

2. Create a ’12 Days of Christmas’ giveaway
Giveaways are a great way to introduce customers to a new product. Plus, everyone loves a freebie, especially during the holidays.

Use the inspiration of the beloved 12 Days of Christmas song to give away 12 items leading up to Christmas. HBO, for example, offered 12 episodes of its hottest shows for free during the holiday season.

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If you offer a service, consider giving customers 12 days free, or an upgrade for 12 days.

If you want to give away 12 products, one on each day, you could ask customers to participate in a trivia game on social game media. The first person to get the answer right wins the prize of the day.

Or, the 20th shopper that comes into your store gets the day’s giveaway; or the first customer that makes a donation at the register to a charity that your store supports wins the prize.

Be sure to advertise the giveaways on social media, email and text message. Let customers know what the prize is each day, and how they can win.

3. Provide gift inspiration via Email, Social or Mobile
The average person expects to receive 13 gifts for Christmas, according to Statista. That’s a lot of gifts to buy.

And how many times have you wandered aimlessly through the aisles looking for the perfect gift for Aunt Susie, only to come up empty handed? It happens to everyone. Why not suggest some of your products or services as the perfect gift?

If you have collected email addresses from your customers, create and email a gift guide that highlights a handful of cool gift ideas. You can break the guides into categories like “Gifts for Mom” or “Stocking Stuffers Under $10.” Or, maximize Pinterest and create special gift guide boards like the examples below. Share links on your social media channels in your emails, and your Mobile App.

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Here’s an example on Instagram:

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If you have access to cell phone numbers, consider texting customers a specific gift idea. Provide the idea, and an incentive to get customers to come to your store. Try a text like this, “Can’t find a gift for your mom? Get an extra 10% off [name of your product].”

4. Provide a last minute holiday deal
Holiday shoppers procrastinate. It’s a fact. Last year, as of December 15, the average shopper had only completed 53.5% of their shopping, according to the National Retail Federation.

Give your customers an incentive to shop at your store for their last minute holiday needs. Consider sending a promotion that offers a 15% store wide discount or a specific deal on a popular product.

If you operate an online store or ship products to your customers, remind customers about last minute shipping deadlines too.

Here’s a great holiday promotion from Birchbox that combines a holiday deal, which includes extra rewards points, with a shipping reminder. Consider trying a similar promotion. Send it to your customers via text, email or both.

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There you have it, four ideas that your business can use to get registers ringing during the holidays. Which ideas will you use? Or, do you have tried-and-true holiday marketing ideas of your own? If so, share your holiday marketing plans with us in the comment section below.

 

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3 Time-Tested Retail Sales Promotions That Drive Foot Traffic and Build Loyalty

How do you entice people to buy more from your store? What do you do when you want customers to make purchases more frequently, or in greater volume, or if you’re looking to boost business during slow hours and more?

Whatever your goal may be as a retailer, by creating a time-sensitive sales promotion and having a good grasp on your target customer demographic, you’ll be able to incentivize the right actions, get them to respond, and grow your business in the process.

In this post, we’ll look at three retail sales promotion techniques that are worth their weight in gold when implemented effectively. They are:

So, the next time you’re stuck as to how you can increase sales, get new customers, or retain existing ones, you’ll have no trouble turning to the perfect promotion strategy for your goal.

Let’s get started.

The Power of Promotional Pricing

As a small business owner, you already know the power of discounting products to increase demand.

But which products do you give a discount on? And by how much? Or for how long? These are all questions that come to mind when considering the option of reducing prices. They’re also important questions due to the nature of how pricing affects consumer psychology.

For example, you might have heard about the power of ending prices with the number 9. Researchers have discovered that items priced at $39 sell more than the cheaper price point of $34. Or the overbearing power of the word “free,” which Dr. Dan Ariely has shown to motivate us even when the perceived value and price of two options remain the same.

Now, let’s take a look at a few of the more popular promotional pricing options that you can deploy in your own store:

  • Markdowns: This is when you reduce prices on a wide range of products in your store for all customers. This is especially effective when backed by a wider advertising campaign, be it through paid or unpaid channels.
  • Loss Leaders: When you know that certain products are in demand, regardless of whether it’s a luxury item like an iPad or everyday need like under garments, you can provide certain products at a steep discount to draw new customers to your store. Known as loss leaders, these products are great for selling overstocked items, increasing traffic to your store, and generating brand awareness.
  • Bundle Pricing: Bundling products is a great way to generate a higher perceived value for a lower cost that customers have a hard time staying away from. Whether it’s a “buy one, get one free” deal or a “3 for the price of 1” special, this tactic is great for making customers feel that they’re getting more for what they’re paying. As a bonus, this is a huge draw to then entice those customers to buy higher priced items once they’re in your store.

Retail sales to help foot traffic | Shopify Retail

Leveraging Point-of-Purchase (POP) Displays

Though you might be most familiar with POP displays from your visit to the grocery store, where you just couldn’t help but notice all those glossy magazines filled with celebrity gossip, you’ll be pleased to know that they’re one of the most effective ways for retailers to encourage impulse buying.

For example, you might have noticed that the last time you went shopping for clothes, there was a never-ending array of bins and displays filled with items that could be seen as “add-ons” or “up sells” as you make your way closer to the checkout.

The reason why these POP displays and the impulse purchases they generate are so effective is thataccording to research, almost 66% of all decisions to buy something are made while people are in the store shopping. And guess what? Almost 53% of those decisions are classified as impulse buying.

Well, it’s time to start thinking about what you could do around your checkout area to get consumers to buy more.

Here are a few examples of different types of POP displays:

  • Speed Bumps: As prospective customers get closer to the end of their purchasing journey at your store, you can intentionally draw their attention to products that they may have missed by strategically placing them along the path to checkout or even as they wander the store.
  • Dump Bins: These are bins full of products once again strategically placed to elicit curiosity in consumers and get them to “dig in” and find an item that they’ll add to their shopping cart as they stand in line to pay for what they came to buy.
  • Free Samples: This is a surefire way to build demand for any new products that you may have recently added to your store. Giving away free samplers of certain products invites customers to use them at no cost and though they may not reach for the full-price version right away, you can be sure they’ll think about it the next time they visit your store.

Optimizing point of purchase displays | Shopify Retail

Getting the Most Out of Loyalty Programs

Let’s face it, getting new customers costs a lot of time, money, and effort. Providing great service and creating customer loyalty programs that get customers to come back, time and time again, is far more profitable and efficient as a retailer.

Though you may not have the big-box retailer budget to launch a full-out customer loyalty program, rest assured, there are some great alternatives that also happen to be very cost effective as well.

The most beneficial of those alternatives would have to be a Mobile Loyalty App.  Your business can now implement a full blown loyalty program that will rival those of the big-box-retailers.  Mass Mobile Apps provides a solution that will meet all your needs!  With their solution, in exchange for rewarding your customers for shopping, you will be given the ability to reach them like you have never had before.  Each customer must download your app, and register in your program, and in doing so they provide you unprecedented access.  You are now able to send “Push Notifications” directly to their mobile devices, which appears just like a text message. With a wide variety of features that are designed to enhance the customer experience, and provide the retailer the most up to date marketing tools available.

Another alternative would be email marketing. It’s an effective way to drive customer retention and loyalty and starts as quickly as when you collect customer’s email as they checkout, and then email them about exclusive sales, discounts, coupons, and other promotional offerings for a limited time period. Not only will this incentivize them to visit your store again, but it will also increase the perceived value they have of being on your email list.

One simple way to do that in your store is to use a really handy app by MailChimp called Chimpadeedoo, which you could use alongside your iPad POS system. They’ve also got some great in-depth case studies I suggest checking out. For example, in one case, a retailer saw their email list grow from 250 to 10,000 subscribers in just one year.

Chimpadeedoo sales promotions | Shopify Retail

Another app you might want to check out is Belly, which helps local businesses connect with customers through a customer-facing mobile app and merchant iPad app, and helps you build loyalty by rewarding your customers each time they visit and make a purchase from your store.

Lastly, Don’t Forget To Track Your Efforts

In order for you to get the most benefit from running a sales promotion campaign, you must track the percentage of sales resulting from the promotional campaign. Ideally, you should be able to assign tracking codes or discounts to certain products within your POS system and generate a report to see how well you’ve done since first launching the campaign.

The other important component is setting a timeline for each campaign, not just to help your customers act faster, but for you to start looking at promotions from the perspective of seasonality. That will also help you to be far more strategic and give you enough time to plan everything in advance so as to ensure you’re not wasting your efforts.

How iOs 10 Empowers Mobile Marketers

 

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Apple’s iOS 10 updates are coming this fall — the public beta is now available for download, so the official release is likely closer than we think — and the host of changes will have a significant impact on mobile marketers. How can you be poised to take advantage of the changes when they launch? Here’s a quick primer.

SiriKit

This is one of the bigger changes. SiriKit opens Apple’s virtual assistant to developers, meaning they can build voice controls into their own apps. Siri will be able to order you a Lyft or Uber with a simple voice command.

Your move: Integrate your app with Siri as much as you can. It will help your product stay top of mind with consumers if they can call it up with a simple one-liner as they lie in bed on a weekend morning.

New Messaging Features

This one is pretty big, too. In an effort to compete with WhatsApp/Facebook Messenger, Apple added a variety of new messaging features in the iOS 10 updates:

  • There’s an iMessage App Store coming. Users will be able to add third-party functionality to messaging (i.e. stickers and GIFs).
  • Calendar scheduling and mobile payments. (More on the mobile payments in one second.)
  • Powerful iMessage capabilities. Send full-screen messages, hand-written notes, ‘invisible ink’ messages that are only revealed if swiped by the recipient (a little Snapchat touch there), and a ‘Tapback’ functionality to quickly reply with a pre-set message. You can also easily replace words with emojis, i.e. “Going for pizza or burgers” becomes “Going for 🍕 or 🍔.” Venmo, anyone?

Your move: As messaging functionality (and fun) continues to increase with iOS 10 updates, it’s time to consider investing more in SMS marketing. Coca-Cola, is wasting no time getting in on the action, as they’re poised to spend 70% of its mobile budget on SMS in the next fiscal year. It also means users want messaging that has the tone and feel of a personal message. Embrace emojis! 😜

Mobile Payments

 We’re arriving at a tipping point for the adoption of digital wallets, and the iOS 10 updates might push Apple Pay to the forefront.

in the U.S., we’ve had magnetic stripes on the back of our credit cards for a generation. But these days, chip technology is becoming more prevalent in the U.S. It’s called EMV, and most chip-card reading terminals can work with NFC, or near-field communications. NFC is a set of standards for portable devices. It allows them to establish peer-to-peer radio communications, passing data from one device to another by touching them or putting them very close together.

This new system supports contactless payment, which means a whole host of digital wallet options are opening up as the U.S. fully transitions to chip-based credit cards.

Your move: It’s a great time to adjust your app’s payment options. Digital wallets will foster ease of payment, and ease of payment could be huge for customer retention and acquisition.

Expedited app reviews

 Currently the cycle takes about 4-10 days. With iOS 10 updates, the expectation is 1-2 days.While Apple still reviews about 100,000 apps/week, it’s devised a faster process. This means that from the point of submission, you could be ‘live’ in front of consumers within about 30 hours.

Your move: Have your ducks in a row for rollout before you submit your app, because it’s not a potential two-week waiting game anymore.

Revenue Splits and Subscriptions

 Apps that use subscriptions will see a 70 (developers) / 30 (Apple) revenue split in year 1, and then in year 2, it will become 85-15. Subscriptions will now be available across allcategories, whereas previously it was limited to only a few.

Your move: Do subscription services make sense for your app? To qualify, you’ll need content that is updated or delivered on a regular basis — or you need to provide paid access to an ongoing service within the app, i.e. massive multiplayer online games.

Paid App Search

This will be new feature — but unlike Google AdWords, only one ad result will show at the top of keyword searches in the App Store. Mobile marketers can bid on keyword searches, but the competition for some might be very tight,and relevancy is going to play a key role here. Apple is apparently going to parse the app descriptions for relevance, which is the first time they’ve done that in any iOS release.

Your move: Write compelling, targeted descriptions of your apps if you plan to keyword-bid at any point.

Simple unsubscribes

 iOS 10 Mail will offer simple unsubscribes from marketing list e-mails, which is a potentially great feature for users — and makes prioritizing permission-based subscription more important than ever for email marketers. The exact repercussions of this will evolve once iOS 10 gets out of beta, but standard email marketing approaches will become even more important. In essence: good subject lines, relevant content, and offers and personalized approaches that resonate with consumers.

So, where should you start?

This is a jumping-off point for your thinking about iOS 10, which will likely be live by the end of September. For now, we recommend brainstorming strategies around how to use messaging more effectively (one of the bigger changes) and utilizing SiriKit to integrate with the voice of the iPhone.

See Original Article Here

How to Attract, Maintain, and Retain Loyalty Program Members

attract, maintain, and retain loyalty program members

A loyalty program is meant to retain more customers and boost their profitability when they become members. But you still need to optimize your loyalty program just like every other marketing initiative you run. You want to maximize the number of people who join (attract), number of people who participate (maintain), and keep members from leaving (retain).

In this post we will be going over some best practices that will keep your loyalty program running at its best. When you focus on the three pillars (Attract, Maintain, Retain) you are ensuring that your program is top notch!

 

Attract More Loyalty Program Members

We can apply some pretty simple logic here. Give your shoppers what they want from a loyalty program and they will join. Miss the mark, and they will join someone else’s program.

Here are the two biggest drivers for someone to sign up for your loyalty program.

attracting people to your loyalty program

These two criteria are the backbone of almost every loyalty program out there, both in retail and ecommerce. The key take away is that they want to earn “points” for their purchases. They are not looking to earn cash back. Your shoppers prefer the allure of a different currency than what they are used to.

get people to join your loyalty program with an attractive name

Because shoppers prefer a different currency than money, you want to make sure you get their attention with your points. That is why I recommend you don’t call your currency points, you should call them something that matches your brand and what you sell. For example one of our client’s – Denim Industries calls their currency “Denim Dollars”. You can also give your program a name to make it even more enticing. Here is a quick video to help you come up with some creative names.

 

Earning points and giving discounts on purchases can be done with almost every loyalty program software, including a Mass Mobile App. With both of the main reasons to join a program covered it should come as no surprise that getting a customer to join is the easiest pillar to construct.

how many loyalty programs to ppl join

Therefore it should come as no surprise that the average person is joining more and more programs (13.3 on average) but they are actively participating in fewer each year. This is great for attracting members but makes it more difficult to get the benefits of a loyal customer.

 

Maintain Your Member List

Now that you have convinced them to join your program, you now need to convince them to actively participate. The value of a loyalty program comes when shoppers are actively participating and engaging with the program.

According to research by Forrester an active loyalty program member will spend 30% more than a traditional customer and will rate their customer experience as better than non-loyalty members. This is just the beginning of all the benefits you will see when creating loyal customers.

You will not see these benefits when you first attract a member. You need to encourage your customers to earn and more importantly spend points. Your members will begin to become loyal when they experience the pleasant emotions of getting a reward with their points. According to eMarketer there are two main factors that drive program participation. It needs to be easy to understand and offer relevant rewards.

why people participate in loyalty programs

The easiest way to make a program easy to understand is by having a loyalty program explainer page. This is an area of your store that is dedicated to showing members all the ways they will earn points, and what they can redeem those on.

You can make a detailed explainer page like. Gongshow’s explainer page is an example of what you can do to showcase your program. Below is a quick video lesson on how to create an effective explainer page.

 

The second part of maintaining participation is to offer relevant rewards. As stated above the most desired reward is a discount on your product, but there are some variations you can use. If your customers like to save and get big rewards you can offer a reward schedule that makes it advantages to save points, like the example below.

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If your shoppers have very short attention spans you may want to make it extremely easy to get the first reward. You can make it so that if they sign up for your program they will immediately get enough points for their first reward. With some programs you can also introduce more exclusive experiential rewards.

Be sure to study your customers to discover what will be the most motivating for them. If you want them to participate they have to be motivated to do so. I would recommend conducting a simple survey to see exactly what your customers are looking for.

 

Retain Your Loyalty Members

When I tell clients that they need to focus on retaining customers in their retention tool, I usually get a funny stare. This is because most people think that you can start a loyalty program, set it, and then forget it. If you take this approach your program will get old fast. When your program seems dated your customers will stop using it.

The two biggest reasons I see people leave or stop using a program is because they are not monitoring the program effectively, or they are making it way to hard to earn/spend points.

reasons for leaving a loyalty program

I know that every time you send out an email campaign you meticulously check your open and click rates. When you run an Adwords campaign you are checking performance daily, and I know you spend a good chunk of time in Google Analytics. So why would you start a loyalty program and then ignore it?

Not paying attention to your programs results is a surefire way to start losing members. If you don’t care then why should they? You should be checking on your program and customers monthly to see what is working and what you can add to retain them.

check your program monthly if not weekly

The second big factor in why your program members leave is because you are making it way to complicated for them. This is usually because you are trying to limit costs which usually limits a program success. You want to put your customers interest in mind before your own.

While only giving points for orders above $50 dollars on your house brand items during the holiday season looks good financially, it is too hard for members to understand. If you want to retain customers you need to make it easy for them to earn and spend points. If they find it to be a chore they will just leave.

 

How to Maintain An Online Loyalty Program

This post has shown you the three pillars of a successful online loyalty program. It is impossible to build a successful loyalty program if you are missing or lacking in any of these areas. You must first attract shoppers to join your loyalty program. They cannot possibly see value if they never join.

Next you must maintain their interest in your program. You need to make your program easy to understand and provide relevant rewards for your customers. Lastly, you need to retain members. Your program is not providing value if more people are leaving your program than are actively using it.

This is meant to act as a framework to cover the basics of loyalty program strategy. If you are looking to truly become a loyalty expert you can check out our resource center. It is full of video lessons, ebooks, and case studies to make you a retention expert. You can also subscribe to the Mass Mobile Apps blog for weekly loyalty articles!

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About the author:  Alex McEachern

Welcome Points Are Vital To Your Loyalty Program

So, you decided to start a loyalty program. Now what? After launch most new programs get caught up in the details. What I mean by this is that they try to do everything at once. They add every feature under the sun, research the sh*t out of what their points should be worth, and just get way too caught in the weeds. Instead you should start simple, and just get started!

The best way to first get started with a loyalty program is to set up basic earning (like 1 point for every dollar spent) and spending rules ($10 off for 1,000 points). This will set a good foundation for your program, and cover the most basic feature… rewarding purchases. Rewarding purchases is the backbone of every program, but there is one other key feature you should include.

If you want your program to succeed right from the get go, you need welcome points! Welcome points are my number one recommendation for almost every store. It allows you to create excitement, create commitment, and accelerate positive feelings. Let me explain further.

 

Why Your Loyalty Program Needs Welcome Points

Welcome points are an effective way to boost enrollment and participation at the same time. It is the first low hanging fruit you should aim to pick. It is easy add, and super effective!

Here are a few reasons you should be giving your members “welcome points” or otherwise know as rewarding for account creation.

1. Provides an Incentive

The most obvious advantage of giving welcome points is to create an incentive to join your program. There is a reason credit card companies offer you all those bonus miles, it is effective! I know you have at least considered one of those offers.

Credit cards usually offer welcome points

You can create that strong desire to join your program as well, with welcome points. Just be sure that you are making it worth their while. If your first reward costs 1,000 points, a welcome bonus of 50 points will not cut it. I usually recommend giving enough points to claim your lowest reward right away (more on that later).

welcome points focus on customer lifetime value

The tactic here is that you give customers value now, and recover that investment over the course of their life. This is known as customer lifetime value. By getting the customer enrolled and engaged in your loyalty program you will turn them into a repeat customer, which are up to 5x more profitable than first time shoppers!

2. Establishes Value

Welcome points not only incent a customer to join, they also increase the likelihood they will stick around. Have you ever noticed that when you start playing a new freemium game they always give you a starting balance of their currency, or that when you get a “buy 10 get one free” card it already has a stamp on it.

Mcdonalds-McCafe-Rewards-Free-Hot-Beverage

This is by design! People love to start things, but that doesn’t mean they will actually use it. That is why you are usually given a starting balance, it invests you into the game, tool, or program. When you already have currency in something you are more inclined to continue using it, I mean you are already on your way.

Welcome points use the same principle. A customer now has some of your currency in their account. If they choose not to come back they are forgoing that currency. As humans it is very difficult for us to walk away from money.

3. Makes Future Actions More Likely

When we are given something we are not only more likely to continue, but actively look to repay it. This is known as the reciprocity principle, which basically states that when something is done for us we feel obligated to repay the favour. It is almost fool proof!

 

This principle is more effective in loyalty if you just give welcome points to a customer without requiring them to sign up for it. You do not want the customer to feel as though they have traded their info for the points. You want them to feel like you have given them something that they should reciprocate. You can get them to reciprocate in profitable ways.

The obvious way they can repay you is with their loyalty, after all a repeat customer is worth way more to your business. There’s another way though. You can ask them to perform other actions to get points (once they have points and see value). You can get them to do things like share on social or refer their friends for points. This essentially turns your loyal customers into marketers as well!

Rewarding points for other profitable actions is easy to add to your program with ecommerce loyalty programs like the custom Apps created by Mass Mobile Apps.

4. Accelerates First Reward

“A member sees value in your program when they spend points, not when they earn them.”

welcome points provide positive attachment

What I mean here is that your loyalty program members like the rewards they get with their points not the points themselves. No one likes saving for retirement, but you like the lifestyle when you get there. The same is true with loyalty programs. That is why you want your members to claim a rewards as early as possible, and welcome points can help.

When you give welcome points, you are putting a loyalty member that much closer to that first reward. I usually recommend giving enough points for a small reward as a welcome reward. This ensures that the customer sees value and gets the emotional high of a reward right away. This makes them more likely to return on their own, but they also registered an email that you can market to them later with.

Welcome points is the best way to establish positive emotions in your customers and establishes a foundation on which you can build a meaningful relationship.

 

Welcome Points Are An Easy Win

I hope this post has illustrated just how effective welcome points can be! They not only are a fantastic motivator to encourage sign ups, they also get your members to actively participate. They are also easy to include in every Mass Mobile App developed.

About the author: Alex McEachern