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

client wins Project Clever Buoy

Latest News

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Adobe Launches Adobe CQ To Measure Creative Aptitude
  • Technology

Adobe Launches Adobe CQ To Measure Creative Aptitude

Adobe today launched Adobe CQ (creativity quotient), an evaluation tool designed to measure enterprise creative aptitude and capability across teams and organisations. The persona-based test will help leaders understand how to use creativity, cultivate it and accelerate skills development. Adobe managing director for ANZ Suzanne Steele [feature image] said: “With the exponential growth of technology and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]

Canon Australia Named Official Imaging Partner For Sydney Zoo
  • Media

Canon Australia Named Official Imaging Partner For Sydney Zoo

Canon Australia has today become the first official Imaging Partner of Sydney Zoo. The two-year partnership will see the two experience-led organisations bring to life a variety of on-site and digital platform photographic and creative print activations; each with the purpose of extending the creative and educational experiences of every guest to Sydney Zoo. From […]

Daily Telegraph Loses Geoffrey Rush Appeal
  • Media

Daily Telegraph Loses Geoffrey Rush Appeal

Judge says Geoffrey Rush can keep the cash, however, warns him about making any more 'Pirates Of The Caribbean' sequels.

by B&T Magazine

B&T Magazine
Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

Shootsta Wins Orica, Vision Australia And Veolia As Demand For Webinar Continues

A pivot towards producing digital webinars, podcasts and animations for clients has seen global vid tech scale-up Shootsta win several new major clients. Since March, Shootsta has secured local work with Orica, The Royal Commission, ASG Group, Teachers Mutual Bank, Savills, Veolia, Vision Australia and Sydney Children’s Hospital Foundation. Globally, it has won contracts with […]

Facebook Responds To Advertiser Boycott
  • Technology

Facebook Responds To Advertiser Boycott

Facebook has responded to the current advertiser boycott and it's both direct with just the right smattering of grovel.

by B&T Magazine

B&T Magazine
Audiences Strengthen As More Australians Get Back To Fitness
  • Advertising

Audiences Strengthen As More Australians Get Back To Fitness

Val Morgan Outdoor (VMO) has revealed that audience numbers are averaging 60% pre-COVID levels at VMO Active fitness centres across the country. Western Australia, where health clubs were the first to reopen in May, is now sitting at a 12.4% week-on-week increase, with a return-rate of 72% overall, which Val Morgan anticipates will be reflected […]

Sparro Promotes Hannah Jones To GM
  • Advertising

Sparro Promotes Hannah Jones To GM

Independent digital marketing agency, Sparro, has today announced the promotion of Key Account Director, Hannah Jones, to General Manager. Jones, who joined Sparro in September 2017, has played a pivotal role in shaping the agency’s unique and award-winning culture and expanding the company’s client portfolio. Sparro Co-Founder and Partner, Morris Bryant, said appointing Jones as […]

Jardin Anderson Joins Emotive As Senior Creative
  • Advertising

Jardin Anderson Joins Emotive As Senior Creative

Integrated Creative Agency, Emotive, today announces the appointment of Jardin Anderson as Senior Creative. Jardin joins Emotive’s creative team with plenty of adland experience including roles at The Glue Society, M&C Saatchi Sydney and DDB Melbourne. Jardin Anderson said:​ “​ I am super excited to be a part of the Emotive creative collective. The creative […]

Retail Out-Of-Home In Combination With Television Delivers Greater Impact
  • Media

Retail Out-Of-Home In Combination With Television Delivers Greater Impact

Shopper Media today released findings from its latest ‘Media Multiplier Effect’ Shopper Study, confirming that using retail OOH in conjunction with television advertising will deliver greater efficiencies for brand and product campaigns. Jamie Hollebone, Shopper Media’s Head of Revenue (pictured), says, “The findings indicate that a combination spend on TVC and retail OOH will boost […]