Reward Customers with Mobile Loyalty ProgramsBruce Shely
Build Customer Loyalty With Your Mobile App
Loyalty cards have proven to be great for business. They allow your company to better understand the behavior of your customers, while giving the customer an incentive to make a purchase by offering some form of reward. Consumers often carry several loyalty cards from a variety of establishments – including supermarkets, gas stations and their favorite restaurants.
But carrying a wallet full of loyalty cards can be inconvenient for the customer. A mobile customer loyalty program that allows customers to treat their phones as a mobile loyalty card can be the answer.
According to a report from Maritz Loyalty Marketing, 73% of smartphone users are interested in interacting with loyalty programs through their mobile device. The study also found that over 90% of smartphone users are likely to download a loyalty program’s application, suggesting that mobile apps offer an opportunity to drive increased program enrollment. Making mobile loyalty programs an important and growing marketing channel for business.
What a mobile customer loyalty program can do for your business
Mobile loyalty programs allow you to easily see the behavior of your customers and then tailor text message campaigns to get the best possible return on your investment. For example, you can target a customer who has not visited within specific date ranges and send him/her targeted text messages with special offers meant to gain additional business. You will be able to easily monitor and review the effectiveness of each text message campaign.
Mobile loyalty cards simply require the user to download an app to their phone. It works purely on the customer’s mobile number. And the card is usable even if the customer has not brought their mobile phone with them. There’s no loyalty card to lose and only one number to remember – making it simple and easy for your customers to use.
The easiest and most convenient way to introduce your mobile customer loyalty program is with an attractive point of purchase display in your establishment. Some of the most effective displays are kiosks that entice customers to enter their mobile number and join your mobile loyalty program; or posters with QR codes that link to a website or social media site that allows the customer to download the app to their phone. Once the customer is registered they can begin receiving rewards immediately.
At sign up, customers can also choose whether to accept mobile offers to their mobile phones or to opt out of getting messages. Make sure you have the customer’s permission before sending text messages through your mobile loyalty program. This prevents any possible legal action for sending spam texts.
Increasingly, mobile apps are proving to be an effective channel for acquiring and engaging customers. The question then becomes, what is my company’s best strategy for creating a mobile app that will meet my ultimate goals of increasing sales and building customer loyalty?
One option is to partner with other similar businesses to share a mobile app. “App sharing” via companies such as Seamless, Chowhound, and GrubHub, is especially prevalent in retail establishments and the restaurant/food delivery industries. But is it effective?
Your business may be one of hundreds of other businesses trying to conduct business using that app. These arrangements are similar to the online shopping malls that populated the internet in its earlier days. But online shopping malls proved largely ineffective for most businesses and they have largely been abandoned as an effective way to acquire and retain customers.
A second option is creating your own mobile that fits into your marketing plan, increases sales, boosts customer loyalty and builds your brand. What are some of the advantages of creating your own company’s mobile app?
* Part of your main system. A shared app may not sync with your already established computer systems, such as accounting.
* Building your own brand. with a shred app, you’re building the brand of the company that owns and maintains the app; not yours.
* Makes it easier for customers to find you. You may be just one of hundreds (even thousands) of businesses sharing the app.
* Your business info can’t be accessed by others – you can’t control who knows your business with a shared app.
* You’re tempting your customers with other options with a shared app. Do you really what your customers reading about your competitors when they are making a buying decision?
* Locally-based. You know who your customers are, what they like, and where they are located. Do you want someone in Boston ordering a pizza from your Las Vegas restaurant?
* You control the entire process. If something is not working you can easily change it. Changes are difficult – if not impossible – if you don’t own the app.
If your business doesn’t have an effective mobile customer loyalty app in place, what are you waiting for? Your competition does.