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How To Mobilize
Your Loyalty Program



                    By Erica Swallow
  Tech Journalist & Director of Community, Contently
The future of mobile
“   is the future of
    everything.
                      Matt Galligan
               serial entrepreneur
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)
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)
Mobile helps businesses meet goals


An effective mobile loyalty
program influences purchase
behavior and affects the bottom
line.
Who agrees?
Mobile empowers brands
to be where their customers are
and offer relevant deals when users want them.
6 Steps to Going Mobile
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?
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?
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?
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?
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 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?
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?
Mobile loyalty apps are everywhere


     July 2011   January 2012       April 2012
       Google    Constant Contact    Facebook
      acquires      acquires         acquires
      Punchd        CardStar          TagTile
Mobile loyalty apps are everywhere


     July 2011   January 2012       April 2012
       Google    Constant Contact    Facebook
      acquires      acquires         acquires
      Punchd        CardStar          TagTile
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
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
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
Amex Ups Its Game with Foursquare




‣ Amex users automatically save at participating
shops when they sync their cards with Foursquare
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
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
Money: out of sight, out of mind




‣ Average purchase
amounts for LevelUp
members are 7-10%
higher than those for
credit cards.
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
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
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.
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
Happy adventures!


      Erica Swallow
    ericaswallow.com
      @ericaswallow

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How To Mobilize Your Loyalty Program

  • 1. How To Mobilize Your Loyalty Program By Erica Swallow Tech Journalist & Director of Community, Contently
  • 2. The future of mobile “ is the future of everything. Matt Galligan serial entrepreneur
  • 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. 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. Mobile helps businesses meet goals An effective mobile loyalty program influences purchase behavior and affects the bottom line. Who agrees?
  • 6. Mobile empowers brands to be where their customers are and offer relevant deals when users want them.
  • 7. 6 Steps to Going Mobile
  • 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. 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. 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. 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. 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. 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. 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. Mobile loyalty apps are everywhere July 2011 January 2012 April 2012 Google Constant Contact Facebook acquires acquires acquires Punchd CardStar TagTile
  • 16. Mobile loyalty apps are everywhere July 2011 January 2012 April 2012 Google Constant Contact Facebook acquires acquires acquires Punchd CardStar TagTile
  • 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. 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. 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. Amex Ups Its Game with Foursquare ‣ Amex users automatically save at participating shops when they sync their cards with Foursquare
  • 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. 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. Money: out of sight, out of mind ‣ Average purchase amounts for LevelUp members are 7-10% higher than those for credit cards.
  • 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. 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. 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. 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. Happy adventures! Erica Swallow ericaswallow.com @ericaswallow

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