This document discusses how mobile apps can be used to build brand loyalty. It outlines the loyalty loop where consumers buy more and more often from brands, and increase their lifetime value. Mobile apps are well-suited for loyalty programs because they are context aware, intimate, and always on. The document provides examples of branded utility apps, over-the-top rewards programs, punch cards, and service tools that leverage mobile to improve customer loyalty and engagement.

1. confidential
mobile apps for brands
iLounge
Mobile Loyalty
jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675
@ock12
confidential mobtzu is part of the valley

2. 1. Introduction
2. Loyalty loop
3. Mobile characteristics
4. Mobile & loyalty
Agenda

3. nl.linkedin.com/in/olieroock

4. Loyalty?

6. If you want loyalty,
buy a dog

7. 2. Loyalty loop

8. Consumer decision journey

9. ‣ Buy more, more often
‣ Increase lifetime

10. ‣ Saving schemes
‣ Service

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mobile apps for brands
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How does mobile fit in?

12. 3. Mobile characteristics

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mobile apps for brands
heel
soms
CONTEXT AWARE INTIMATE ALWAYS ON

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mobile apps for brands
Context aware

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mobile apps for brands
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Context aware

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mobile apps for brands
Intimate

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mobile apps for brands
Always on

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mobile apps for brands
context
aware
intimate
social
always on
24/7 mcommerce
new digital
ecosystem
is mobile
geo
location
mobile
utility &
payments
social
selling &
buying
m-crm

19. 4. Mobile & loyalty

20. ‣ Saving schemes
‣ Service

21. ‣ Branded utilities
‣ Over the top
‣ Punch cards
‣ Service tools

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Source: Ingmar de Lange: Brand utilities
Branded utility
It’s a tool and a promotion

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Source: Ingmar de Lange: Brand utilities
Brand utility
It’s a tool and a promotion
Branded utility

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It’s not about demographics,
it’s about activities
confidential
Branded utility

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Nike+ running
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Branded utility

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Appie
confidential
Branded utility

27. Sandd
Branded utility

28. Over the top

29. #1 in usage & ‘real world’
shopping
Source: Nielsen / eConsultancy 24 January 2014.

30. Source: eConsultancy 24 January 2014
Shopkick
‣ 6M users, most used shopping app at POS
‣ 150 partners (eg. Macy’s, JC Penny, Best Buy,
PSP’s, and brands like P&G and L’Oreal)
‣ One of the first to integrate Beacon
technology in the app and in stores.

31. Source: Nielsen / eConsultancy 24 January 2014. Data based on iOS and Android users.
19%
17%
13%
10%
8%
6%
6%
5%
Amazon
eBay
Groupon
shopkick
Starbucks
Walgreens
Barcode scanner
Target
2:37
1:10
1:09
0:46
0:34
0:27
0:23
0:22
shopkick
eBay
RetailMeNot
Sephora
Amazon
Safeway
Groupon
Kroger
Active reach
Overall Top shopping apps
Avg time spent

32. Location based
beacon / meatpack shoe hijack
UPDATEN

33. <MyOrder onepager>

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37. Van deur tot deur

38. Punch card
‣ 1M users
‣ 5.000+ businesses
‣ Mobile payment

39. Location basedLevel Up

40. Level UP
data van
hun site
Punch card
White label

41. Service tool

42. Vodafone

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mobile
self-service
improves
satisfaction
ratings
18%
ARPU uplift
for an operator*
30%
of traffic to self-
service pages is
mobile
up to
20%
decrease
in call volume
Source: 2013 Analysys Mason whitepaper on mobile self-service
Mobile self service

44. Thank you
jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675
@ock12
nl.linkedin.com/in/olieroock