1) Market awareness and branding is low for Possible Worldwide. 2) Mobile is a key part of loyalty programs by connecting offline activities like in-store visits and print materials to online engagement through mobile apps and social media. 3) There is increasing interest in mobile rewards as smartphone adoption grows and users expect loyalty programs like Groupon from other brands as well.

1. WHAT NEEDS FIXING
• Market awareness and branding is low 1

2. By Anders Rosenquist
Director of Emerging Media Strategy
POSSIBLE WORLDWIDE
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7. Mobile as core part of loyalty ecosystem
Mobile is a key
connector between
offline (e.g. in-store &
print), and online (e.g.
mobile & social.)
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9. Increasing Interest in Mobile Rewards
Increasing
smartphone
adoption, ubiquity of
services such as
Groupon and Living
Social, and branded
apps are building
momentum around
users’ adoption (and
expectations) of
rewards.
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10. Many platforms to watch
Currently there are a range of platforms that
enable different parts of the loyalty space. Some
important ones to follow into 2013 include:
Apple’s Passbook. As part of the next iOS
release in Fall, 2012, Passbook will allow users to
aggregate their various loyalty
cards, rewards, tickets, etc. Developers will have
API’s to add loyalty functionality into their apps.
Square. A simple payment system for iOS that
allows merchants to use their iPhone or iPad as a
credit card payment terminal. They are adding a
loyalty component their their recently-announced
Square Register service.
Shopkick. System allowing users to easily check
in at retail locations and within store for rewards
and loyalty behavior. Uses sound emitters to
detect devices and track users.
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11. Mobile payments – important loyalty tool
Integrated mobile payments add
value to your customers, increase
overall orders, and make it simple
and easy to reward and redeem.
It can also be helpful in
understanding purchase behavior
over time and further personalizing
the experience.
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12. Customer behavior insights via analytics
Performance measurement
(e.g. analytics) acts as the
glue, connecting all parts of
the ecosystem, providing
insight and personalization
opportunities.
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13. Showrooming – threat to loyalty
Showrooming is alive and well. This past holiday season saw record numbers of mobile
research and sales while in-store.
There a ways to intercept this activity and provide true value for your customers.
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14. Branded utility
Reward your customers
with engaging, utility-
based tools.
E.g.: Entertainment
Weekly’s “The Must List”
for iPad and iPhone is a
compelling, easily
consumable platform that
extends the fan-favorite
Must List into an
immersive, media-rich
experience.
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