Secrets To A Successful Mobile Loyalty Program

Are you too engrossed with customer acquisition using traditional advertising mediums such as T.V

. and print ads?

It is time to rejig your marketing strategies with the changing times. As an increased number of brands compete around your products/services, your marketing objectives must shift focus towards customer retention. Your existing customers are a sitting goldmine waiting to be engaged. Servicing an existing customer and getting repeat business is a quick way to improve your bottom line.

Today, industries as diverse as airlines, retail, beauty and wellness, quick service restaurants, footwear, fashion and clothing are experimenting big time with mobile loyalty programs in order to rein in customer defection. Customers are not complaining either as they no longer have to stack plastic loyalty cards or cut and save printed offers to claim their loyalty benefits.

Let us explore the following secrets to a successful mobile loyalty program:

Customer information - Knowing who your customers are, how frequently they engage with the brand, what is their spend value, etc. are all important questions that must be addressed via a mobile loyalty platform.

Market segmentation - As an increased number of marketing messages penetrate the private domain of customers via e-mails and text messages, consumes have become less receptive to act on these. Deep levels of customer intelligence by way of precision marketing, should be deep rooted into a mobile loyalty engagement program. Behavioral, psychographic and demographic profiling will help deliver the right communiqu at the right time to the right customer.

Consumer helpdesk It is at the various touch points that consumers are won or lost for a brand. Tightly integrating the mobile loyalty platform with a dedicated 7 days a week helpdesk support will enhance customer experience.

Location wise tracking Getting detailed store/location wise performance reports can help tailor engagement campaigns to increase its effectiveness. This must have component in your loyalty program will allow you to structure campaigns to improve bottom performing stores and invoke repeat purchase from passive customers.

Analytics and Insights Extracting comprehensive analytics and insights via daily/monthly reports will help evaluate the ROI on your mobile customer loyalty program. For instance, mobile coupon redemptions, store wise loyalty & enrolment, new member acquisitions, loyalty purchase analysis are a few important reports that need to be integrated into your mobile loyalty program.

Conclusion

Understanding consumer analytics, buying behavior and insights will help create an effective mobile based brand communication for the targeted customer. Brand owners must redefine their approach towards acquiring, retaining and engaging their customers. A robust mobile loyalty platform will set the ball rolling when it comes to tapping casual walk-ins to your stores and converting this daily footfall into future potentials via a meaningful and constant engagement effort.

by: Mloyal

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