Professional Documents
Culture Documents
MAGNUS
30,
2014
(http://www.mobilemarketinguniverse.com/wpcontent/uploads/2014/05/O2-Priority-Moments-Case-Study-details2012.pdf)
My Starbucks Rewards Starbucks turned from revenue decline to
substantial revenue growth and increase in customer satisfaction with
the help of the Starbucks loyalty apps. The apps drove more than 1 Bn
USD in mobile payment revenue in 2013. Read more
(http://www.businessinsider.com/mobile-payments-at-starbucks-explodein-2013-passing-the-1-billion-mark-2-2014-1)
Walgreens Mobile Loyalty Card Provides points for a wide array of
things outside as well as inside the store with more than 74 million
active members and 7 million weekly visits on mobile alone in 2013.
Read more
(http://www.mobilemarketer.com/cms/lib/20556.pdf)
Rewards
Loyalty is about rewarding customers for behaving in the way you want
them to. This means leveraging the mobile device to track customer
behavior (purchases, repeat visits, sharing, brand engagement) and offer
rewards based on the behavior, time and location. The most common
ways of rewarding customers are discounts based on number of
purchases (e.g. every 8th coffee for free), points / gift tokens awarded
based on purchase and that can be used to redeem products and
services, freebies such as ight, car and hotel upgrades and enhanced
service experiences such as lounge access.
(http://www.mobilemarketinguniverse.com/why-mobile-offers-will-kill-yourbusiness/) about how mobile offers will kill your business). Offers and
especially exclusive offers play an important role though. O2 Priority
Moments offers customers priority on purchasing concert tickets in
partnership with Live Nation and several retailers offer loyal customers
priority access to the latest collections and to sales. Discount offers
can be used to drive footfall and increase basket size as long as it
incentivises the right behavior and increases total customer protability.
continue to build loyalty and engagement. Use all data available to you
internally and externally to constantly optimise the experience but
respect peoples privacy and dont make it creepy.
Social Responsibility
Another successful loyalty method is to engage with the customers for
a good cause. Great examples of this include Pets at Home and
independent apps such as Blood Donation, Addicaid and Hope. We
havent seen any branded apps successfully leverage social
responsibility as part of their loyalty programs which could be a great
opportunity.
(http://www.mobilecommercedaily.com/cosi-leverages-social-sharing-topromote-sweepstakes-drive-mobile-engagement)
Final tips
Weve said it before and will say it again. User Participatory Design and
Testing is key to success. Design the program together with your
customers. Develop the program based on key use cases that will
improve the customer experience as well as value perception.
Sources:
0
Share
Share
Leave a Reply
1
Tweet
NAME
(REQUIRED)
(WILL
NOT
BE
PUBLISHED)
(REQUIRED)
WEBSITE
COMMENT
COMMENT
()
LONDON
Golden Gekko Ltd.
5th Floor Waverley House 7-12 Noel Street,
London W1F 8GQ
NEW YORK
25 Broadway 9th floor
1004 New York
BARCELONA
Calle Bruc 49, Principal
08009 Barcelona
PHNOM PENH
Street 106 House 14 Phnom Penh
STOCKHOLM
Golden Gekko AB, Bondegatan 64 c, Sweden
info@goldengekko.com
(mailto:info@goldengekko.com)
(//privacy.truste.com/privacy-seal/Digital-Management,-Inc-/validation?rid=71946672-51b8-4e85-976ebfbcfd6414fc)
(http://www.export.gov/safeharbor
(http://www.goldengekko.com/?home=homepage)
PRIVACY
POLICY
(HTTP://WWW.GOLDENGEKKO.COM/?HOME=PRIVACY-POLICY)