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Mobile Loyalty Programs

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Loyalty Programs are going mobile. This presentation lays out some of the reasons why we're seeing a shift in Loyalty to mobile, and the best way businesses can take advantage of it.

Published in: Mobile, Technology
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Mobile Loyalty Programs

  1. 1. Mobilize your loyalty program with mobile wallet @!! DevelopmentNow @AdamLorts
  2. 2. Empowered consumers demand more control
  3. 3. Your customers are “always on”
  4. 4. Your customers have more choices and can switch on demand
  5. 5. The role of mobile in loyalty cannot be understated.
  6. 6. Over two-thirds of consumers belong to at least one loyalty program “Which of the following types of customer loyalty programs do you belong to?” 5% 26% 25% 22% 22% 39% 37% 35% 34% 33% Supermarket/Grocery store Pharmacy/Drug store Bank/credit card Specialty retail Hotel Airline/frequent flyer Shopper club Quick service restaurant Department store Entertainment Gas station Other consumers belong to about 8 loyalty programs. Base: US Online Adults 18+ (Online Weekly or More) who belong to loyalty programs Source: North American Technographics Customer Life Cycle Survey, Q2 2013 68% 60% On average,
  7. 7. Organizations are prioritizing their loyalty programs Base: 98 loyalty program marketers; Source: Q3 2013 Global Loyalty Program Service Providers Forrester Wave™ Customer Online Survey Loyalty is a key strategic imperative Budget support is strong “How has your loyalty budget changed year over year in 2013?” 43% 34% Increase Stay the same 3% Decrease Base: 50 loyalty program marketers; Source: Q3 2012 North America Loyalty Benchmark Online Survey
  8. 8. Consumers participate in the programs they join "Which of the following statements best describes your level of involvement with customer loyalty programs you join?" I regularly participate in most of the loyalty programs I join 59% I rarely, if ever, participate in the loyalty programs I join 5% I regularly participate in just a few of the loyalty programs I join 36% Base: US Online Adults 18+ (Online Weekly or More) who belong to loyalty programs Source: North American Technographics Customer Life Cycle Survey, Q2 2013
  9. 9. Consumers view programs as a way to save “How much do you agree with the following statements regarding customer loyalty programs?” (4 and 5 responses on a scale of 1 [Do not agree at all] to 5 [Agree completely] shown) 24% 50% 48% 64% 78% Loyalty programs save me money Loyalty programs influence where I make purchases Loyalty programs influence what I buy Loyalty programs influence how much I spend I belong to too many loyalty programs Base: US Online Adults 18+ (Online Weekly or More) who belong to loyalty programs Source: North American Technographics Customer Life Cycle Survey, Q2 2013
  10. 10. 64% (4 and 5 responses on a scale of 1 [Do not agree at all] to 5 [Agree completely] shown) 59% 56% Active program members are willing to pay and share 50% 52% 37% 51% 50% 44% 43% 48% “How much do you agree with the following statements?” 36% I regularly participate in most of the loyalty programs I join I rarely, if ever, participate in the loyalty programs I join 33% 24% When I find a brand I like, I stick to it A brand's reputation is important to me I prefer to buy brands that I have owned previously Price is more important to me than brand names I would pay more for products or services that save me time and hassles I often tell my friends and family about new brands, products, or services that I have discovered I would pay more for brands or products consistent with an image I like Base: 3,266 US online adults (18+) who belong to loyalty programs Source: North American Technographics Customer Life Cycle Survey, Q2 2013
  11. 11. Consumers have an appetite for mobile rewards 44% of consumers are interested in joining programs that offer mobile coupons. 50% of loyalty program members want mobile gift cards and reward certificates. Source: North American Technographics Customer Life Cycle Survey, Q2 2013
  12. 12. 12 It’s time to seize the mobile moment.
  13. 13. Why mobilize your loyalty program?! 35 For the Consumer! For the Marketer! Convenience Timely reminders (expiring points) Location triggers Great way to engage loyalty members Ability to update points real-time Low cost location-based marketing
  14. 14. First, mobile boosts customer understanding › Mobile helps marketers follow program members across the customer lifecycle › Mobile channels are highly trackable › Mobile interactions create new
  15. 15. Second, mobile streamlines loyalty program utility Then Now Mobile simplifies the member experience, and gives members more control over when, where, and how they participate.
  16. 16. Third, mobile increases the relevance of loyalty programs › Contextual insights help marketers deliver more personalized marketing content › But it goes beyond creating a mobile version of the loyalty card and offers. › Mobile also creates new opportunities for engagement that go beyond typical program
  17. 17. 17 Mobile Landscape
  18. 18. Mobile landscape overview! 29 Mobile marketing ! mobile alerts m-commerce Mobile Mobile advertising! mobile web experiences Mobile ! experiences! Mobile service! display ads rich media ads apps media buys mobile wallet! marketing! SMS MMS QR codes mobile database loyalty program activation service alerts targeting & segmentation push notification payments Programmatic (RTB) mobile service apps mobile! coupons!
  19. 19. The “non-payment” mobile wallet marketing movement! 30 Apple launched Passbook in September 2012 The new Google Wallet app launched in 2013 for iPhone & Android Rewards certificates cards Offers and coupons Loyalty
  20. 20. Mobile wallet marketing is making a big impact! 33 Are people using it?! On average, 70% of consumers will save a Passbook offer to their phone when presented with a pass. Does wallet lift email conversion?! When email is activated with Mobile Wallet – 8% increase in conversion ! Does it work?! 64% higher conversion rate over static mobile web coupons 26% increase in AOV over static mobile web offers
  21. 21. 38 Keep Reward Balance above the fold for easy viewing Dedicate label value to showcase loyalty program join date Feature unique loyalty ID beneath barcode Prompt users to download your app Deliver lock screen notifications to consumers Include information like: • Location of favorite store • Phone number • Store hours Terms and conditions located beneath all company information Apple’s Passbook – Mobile Loyalty Card! Personalize with name, points, and even colors for loyalty tiers
  22. 22. 39 Include retailer name and offer! Make sure logo is sized appropriately! Assign a unique barcode ID to track redemption! Include store information and hours! Put important information like exclusive offers in the “Messages” field! Place information about the loyalty program at the end! Google Wallet – Mobile Loyalty Card! 1:1 personal messaging to loyalty members with offers, custom messages & more
  23. 23. Mobilize reward certificates too…! 40 Deliver time-sensitive reward certificates and send special offers to members Google Wallet Apple’s Passbook
  24. 24. Google Wallet and Passbook are location-aware solutions! 44 Vibes
  25. 25. 46 How mobile wallet can strengthen your loyalty program AWARENESS! ENGAGEMENT! TRANSACTION! SERVICE! Raise awareness about Drive engagement loyalty program and available rewards with real-time points notifications Drive foot traffic and enable easy redemption at POS Offset expensive call center calls by providing timely info
  26. 26. Think holistically about your mobile wallet marketing strategy ! 48 1. Create! 2. Distribute! 5. Optimize! 4. Measure! 3. Manage!
  27. 27. 27 Mobile Tips
  28. 28. Select a platform that makes mobile wallet management easy! 52 Mobile wallet metrics Single “smartlink” Manage Passbook & Google Wallet in one interface Manage locations (geo or iBeacon IDs)
  29. 29. 53 Make sure to build solutions for both iPhone and Android users ! Google Wallet Apple Passbook
  30. 30. 4. Identify KPIs and actively update and monitor campaigns ! 54

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