Overview SmartphoneLoyalty Mobile Loyalty. The Smartphone We love our smartphones!
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Transcript of Overview SmartphoneLoyalty Mobile Loyalty. The Smartphone We love our smartphones!
The Smartphone – Cont.
Adoption rate 10x that of 80’s PC revolution.
Double rate of Internet boom of 90’s.
Loyalty Business Model
“The loyalty business model is a business model … in which company resources are employed so as to increase the loyalty of customers … in the expectation that corporate objectives will be met or surpassed. A typical example of this type of model is: quality of product or service leads to customer satisfaction, which leads to customer loyalty, which leads to profitability.”
You are in the loyalty business.
Loyalty Initiative
Maximizing your loyalty business requires a focused effort, ergo Loyalty Initiative.“Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior – behavior which is potentially beneficial to the firm.”“Loyalty Initiatives are structured efforts that encourage loyal buying behavior – behavior which is potentially beneficial to the firm.”
Loyalty Initiatives – Cont.
Come in all shapes and sizes Develop for unique needs and challenges of your chain. Consider POS integration
+ Benefits of matching scan data w/customer- Larger investment in resources- Easy to lose focus
Loyalty Inititatives – Harris Teeter Pt. 1
Customer Perspective: - Why do I have to have a card for every grocery store?- What does the swipe accomplish?
Retailer should consider: - How is this effort building loyalty? - Does customer see benefits?
Loyalty Initiatives
Mini Summary Is an action plan to create better customers Can be as simple as having clean bathrooms If requiring customer action, should offer a clear/obvious non-arbitrary value Ultimately improve your bottom line directly or indirectly
Taking Loyalty Mobile
3G/4GGPS
StaminaNFC
BluetoothCompass
HD ScreenCamera
Customer’s have smartphones, what can we do with this? Barcode scanning QR Code reading Instant distribution Location tagging Geofenced events Mobile payments Proximity Awareness
Taking Loyalty Mobile – Cont.
Can be POS integrated or stand alone Enhances existing initiatives Puts customer in greater control of their loyalty experience Allows interaction to continue beyond walls of store
Mobile Loyalty – Harris Teeter Pt. 3
+ Greatly enhances existing initiative+ Greater access to brand- Not focused- Hard to see the loyalty piece
Summary
Your customers have smartphones Their smartphone is their life Your brand can be part of customer’s life Loyalty is about making better customers Mobile can be a massive boost to loyalty