How To Drive Loyalty Through Mobile

How To Drive Loyalty Through Mobile
SHARE
THIS



Loyalty programs can have an enormous impact on companies, says Midu Chandra, one of co-founders of marketing and technology consultancy mobiDdiction, globally contributing to around as much as 5-10% of total revenue gains.

Every company seems to be looking at diving into developing a mobile focussed loyalty program.  From my experience most companies fail to leverage the full opportunity by just tweaking their existing loyalty programs rather than taking the opportunity to review and update their loyalty solution.

The theory of customer loyalty is pretty simple really, the longer you can keep a customer with you, the more money you can make from them and that’s a cost much lower cost than acquiring new customers from scratch.

So when developing a loyalty program here are some of the key elements to reflect upon if you’re looking to move it into the mobile world.

Before I share the core aspects that you should look into above all I would say is at its core the focus has to be participatory design and testing. If what you develop does not follow these fundamentals I can’t see it succeeding.

Customer Segmentation & Analytics

Segment your users and look at how your loyalty program suits them, especially on mobile. You know who I am, you know my preferences so why shouldn’t the interface manipulate itself based on this knowledge and give me the relevant information quickly.

Connect the mobile experience with the in-store experience

Loyalty programs don’t have to just give free things to customers. Offers especially exclusive ones play an important role. Access to exclusive releases, priority access, and notoriety in the community are all non-free actions which engage the customer.

Some of the best mobile loyalty experiences link loyalty to the in-store experience through show-rooming, customer care, directions to product information and a lot more. Internationally have a look at Best Buy a great example of show-rooming as part of an app.

Rewards, specifically in-app rewards

Save customers time carrying around loyalty cards, they have a mobile and it’s always on them, why not deliver your program through the mobile. Reward in-store visits, reward behaviours like purchases, repeat visits, sharing, brand engagement, participation and unlock rewards based on these behaviours. Understanding your relationship with customers allows you to truly associate a value to your customer relationship.

Customer communication, promotion and time sensitive offers

One objection with apps has been users have to open the app to engage with the brand. However with push notifications this is no longer the case as long as they accept the permissions. Push notifications have proven to increase response rates by up to 300% for clients of ours. However push notifications are not the only method you have in your arsenal, other options include channel retargeting ads, email, SMS and they all play an important role in a customer communication strategy.

One other large part of loyalty is re-engaging with customers and creating a sense of urgency. Count-down and time sensitive offers drive purchase today.

Make payments more accessible

One of the largest drivers for a mobile loyalty programs has been the introduction of mobile payments. Making it easy for regular customers to not have to provide credit card details each time they need to go through the payment process in-store and online. Combing loyalty with payment is not only convenient but also an easy way to capture interactions customers have with you.

Customer Care

Communicating with sales reps and customer service personnel is often a very painful and cumbersome process for customers. Providing in-app chat is a great way to allow customer service staff to multi-task, acknowledge and manage expectations of customers

Social Engagement and User generated content

If your customers have downloaded your app it’s about constant connection and convenience. Why force them down the Facebook, forum and other social channels. Why not provide this experience directly from the mobile and enable social sharing functions. Incentivise this behaviour and reward your customers by giving them notoriety 

The concept of building customer loyalty isn’t new to marketers but building loyalty within the app ecosystem is.

 

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.