loyalty: a mobile user's guide

Loyalty Mobile Marketing DayOctober 13, 2010Ariela FreedMobile Marketing Strategista Mobile Users Guide

A marketer’s obsession

True Loyalty is elusive. It can’t be forced. It may be coerced. It creates a resistance to competitive offers when it is self determined and relevant. When I as a consumer knowingly evaluate my options and decide to visit, buy, share, recommend, blog (positively), tweet and repeat, with or without an aid to the process… that is loyalty.

There are two ways to affect loyalty1. Understand the customer2. Offer value (that they value)

of Canadians are members of a loyalty program.

86%

active programs per household

+9

active memberships in Canada

114MM

find communications from loyalty programs to be impersonal

80%

Mocial* bridges this break. And then some.*Mocial is the intersection of mobile and social media. They exist separately but their power really takes off together because so much of how we interact with each other is in the moment and on the go, closer to the moment of truth.

Consumer Benefits

No more papers/cards to forget

Personalized and relevant

Find anything, anywhere, anytime

Communicate with friends/network

Ease of use

Added value

Marketer Benefits

Increased usage/redemption

Location aware and time sensitiveIncreased insight & feedback; bypass POS hurdles

Always availableDrive to retail/immediate purchaseInstant/near real time

Propagation

Transaction mechanic

Increased sales

Maritz Research foundwould like to use a smartphone to collect points or receive discounts instead of traditional methods

would like to download an application to track points balances and loyalty program information

have downloaded a retail mobile application

of Millenials strongly appreciate communications from brands through the mobile channel

64%

50%

30%

52%

““

Depending on your objectives and

consumer wants and needs, there are a lot of mobile tools

to choose from.

Discount

Geo-Location

MobileWallet

Engagement / Information

Transaction

SalesEnablement

Best Practices Exemplified

Make Friends With BlackBerry

Engage

Starbucks Mobile Payments Experiment

Sephora To Go Integrate

If Loyalty Can Be Better with Mobile, Why Isn’t It Everywhere?

Mobile is (relatively) newSome companies are first movers and some are wait and seers

<100% reachRequire multiple touchpoints to reach the market for the near future

Organization structureDivision of Mobile and Loyalty responsibilities

Mobile is not an islandMobile is part of a bigger ecosystem involving integration and technological changes

Delivering on the first promise: customer understanding and value!

More extensive experimentation

Deeper integration with existing loyalty programs

Oh yeah, and contactless trials

This marketer’s obsession.

Thank you. Any questions?

Ariela FreedMobile Marketing StrategistMaritz Canada

www.maritzcanada.com905.696.9400Twitter: @mobiela