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

TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]