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How To Mobilize Your Loyalty Program

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How To Mobilize Your Loyalty Program

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Foursquare’s launch in 2009 set the stage for the mobilization of loyalty programs. While punch cards and scan cards still reign in use, digital loyalty programs are popping up in a number of industries. In this presentation, attendees will learn about mobile apps that can help mobilize their businesses’ loyalty programs.

This presentation was given in May 2012 at the Mobile Marketing Strategies Summit in San Francisco: http://mobilemarketingstrategiessummit.com/san-francisco2012/agenda.html.

Foursquare’s launch in 2009 set the stage for the mobilization of loyalty programs. While punch cards and scan cards still reign in use, digital loyalty programs are popping up in a number of industries. In this presentation, attendees will learn about mobile apps that can help mobilize their businesses’ loyalty programs.

This presentation was given in May 2012 at the Mobile Marketing Strategies Summit in San Francisco: http://mobilemarketingstrategiessummit.com/san-francisco2012/agenda.html.

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How To Mobilize Your Loyalty Program

  1. 1. How To Mobilize Your Loyalty Program By Erica Swallow Tech Journalist & Director of Community, Contently
  2. 2. The future of mobile “ is the future of everything. Matt Galligan serial entrepreneur
  3. 3. Mobile cuts down on clutter The number of loyalty memberships in the U.S. exceeds 2 billion. The average U.S. household has enrolled in more than 18 programs, but they are active in only 8.4. (According to an April 2011 COLLOQUY CensusTalk white paper)
  4. 4. Mobile drives action The global redemption rate of mobile coupons will average at over 8% by 2016; an eightfold increase over the best paper coupons campaigns. (According to a January 2012 Juniper Research report)
  5. 5. Mobile helps businesses meet goals An effective mobile loyalty program influences purchase behavior and affects the bottom line. Who agrees?
  6. 6. Mobile empowers brands to be where their customers are and offer relevant deals when users want them.
  7. 7. 6 Steps to Going Mobile
  8. 8. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulfill those business goals?
  9. 9. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulfill those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them?
  10. 10. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulfill those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation?
  11. 11. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulfill those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation? 4) Choose a platform ‣ Is there an existing mobile app that meets your needs? ‣ Should you build your own app?
  12. 12. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulfill those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation? 4) Choose a platform ‣ Is there an existing mobile app that meets your needs? ‣ Should you build your own app? 5) Build it ‣ Do you have the team in place to build the app?
  13. 13. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulfill those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation? 4) Choose a platform ‣ Is there an existing mobile app that meets your needs? ‣ Should you build your own app? 5) Build it ‣ Do you have the team in place to build the app? 6) Distribute ‣ How will you market your mobile loyalty program to consumers?
  14. 14. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulfill those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation? 4) Choose a platform ‣ Is there an existing mobile app that meets your needs? ‣ Should you build your own app? 5) Build it ‣ Do you have the team in place to build the app? 6) Distribute ‣ How will you market your mobile loyalty program to consumers?
  15. 15. Mobile loyalty apps are everywhere July 2011 January 2012 April 2012 Google Constant Contact Facebook acquires acquires acquires Punchd CardStar TagTile
  16. 16. Mobile loyalty apps are everywhere July 2011 January 2012 April 2012 Google Constant Contact Facebook acquires acquires acquires Punchd CardStar TagTile
  17. 17. 5 Types of Existing Mobile Loyalty Apps 1) Loyalty card aggregators 2) Location-based apps 3) Mobile payment apps 4) Discount and deal apps 5) Digital punchcards
  18. 18. 1. Loyalty card aggregators ‣ Key Ring, CardStar, Loyalty One ‣ Enable customers to scan in or manually input cards ‣ Consumers can sign up for participating programs from the app
  19. 19. 2. Location-based apps ‣ Foursquare, SCVNGR, Shopkick, Belly ‣ Enable customers to checkin or scan in to earn rewards ‣ Rewards are set by the merchant, users checkin or scan in to earn them ‣ With Belly, no app needed
  20. 20. Amex Ups Its Game with Foursquare ‣ Amex users automatically save at participating shops when they sync their cards with Foursquare
  21. 21. 3. Discount and deal apps ‣ Groupon Rewards ‣ Enables users to unlock deals by making purchases at a given merchant using the credit card linked to their Groupon account ‣ Merchants set rewards based on spending caps
  22. 22. 4. Mobile payment apps ‣ Square, Google Wallet, LevelUp, Paycloud ‣ Eliminate the need for credit cards or cash ‣ Digital receipts, analytics, loyalty tracking ‣ Square Register ‣ Receipt printer ‣ Cash drawer
  23. 23. Money: out of sight, out of mind ‣ Average purchase amounts for LevelUp members are 7-10% higher than those for credit cards.
  24. 24. 5. Digital punchcards ‣ Perka, Punchd ‣ Users collect stamps redeemable for rewards without the paper loss ‣ Merchants can set up more than one offer with Perka
  25. 25. 5 Types of Existing Mobile Loyalty Apps 1) Loyalty card aggregators 2) Location-based apps 3) Mobile payment apps 4) Discount and deal apps 5) Digital punchcards
  26. 26. Nothing out there that suits your fancy? Build your own app. Tabbedout, QOGGO and Bottle Rocket Apps have all built custom mobile loyalty program apps. Or find an app development agency with the TheyMakeApps.com directory.
  27. 27. 6 Steps to Going Mobile 1) Consider your business goals 2) Identify your users and their motivations 3) Outline desired outcomes 4) Choose a platform 5) Build it 6.) Distribute
  28. 28. Happy adventures! Erica Swallow ericaswallow.com @ericaswallow

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