Mobile is a Loyalty Game Changer
Written by: Sue LeClaire
As competition for consumer’s attention continues to increase, retailers are feeling pressure to engage with their customers. The sooner and more creatively a retailer can begin the process, the better. As mobile has become the new loyalty game changer, retailers need to seize the opportunity to provide relevant information and offers to the device their customers cannot put down, the mobile phone.
Mobile presents new and exciting ways for retailers to embrace their customers. In fact, I would venture to say that mobile loyalty has the power to transform how customers interact with a brand. Whether through mobile apps, mobile campaigns, mobile games, or mobile offers; mobile loyalty creates opportunities to educate, entertain and engage.
The first step to connecting with customers is enticing them to sign-up to a marketing list. Once on board, there are a myriad of ways to engage.
In our experience, you don’t get a second chance to sign-up consumers to a marketing list. So, be sure to do it right the first time. Our retail customers have had tremendous success using a mobile web form to sign-up consumers to a list. Responding to a call-to-action, consumers can sign-up while standing in line waiting to check-out, at home shopping online, or sitting in a doctor’s office perusing their email messages.
Providing a compelling offer to join the list is important. Our retailers are able to deliver rich offers to their customers due to the unique security model that powers the registration process. The ability to deliver one-time-use mobile coupons lets the consumer select the offer most desirable to them enhancing the customer experience. At the same time, our retailer customers are confident only one mobile welcome coupon is delivered and redeemed minimizing their liability concerns.
Mobile Welcome Coupon.
Once the customer completes the registration process, our retailers deliver a mobile welcome coupon thanking the customer for signing-up to the mobile marketing list. The welcome coupon is unique because it is typically a rich offer ($10 off your next purchase of $50). Generally speaking, our retailers provide more generous sign-up offers as a way to thank their new loyal customers for sharing information about themselves such as name, address and email.
The offers that are delivered to customers are one-time-use mobile coupons. One-time-use means the customer will receive only one mobile coupon for signing up to a marketing list. If the customer signs up for the program in multiple channels (mobile web, retailer app, SMS, etc.), they receive the same offer. If the customer opts-out of the marketing program and then re-opts back in, they receive the same mobile coupon that was delivered to them the first time they signed-up. Once the customer redeems the mobile coupon, it expires in all channels. One-time-use mobile coupons ensures a customer receives and uses the coupon only once. Our retailers are able to issue rich rewards because they know their coupon liability will remain in check.
Another capability our retailers routinely employ is a rolling expiration date. For example, if Bob signs up for the loyalty program on Tuesday, his mobile welcome coupon will expire two weeks from Tuesday. If Sheryl signs-up on Thursday, her mobile coupon expires two weeks from Thursday. As the expiration date nears, our retail customers will send out a reminder message that the coupon is about to expire. The combination of a generous mobile welcome coupon and rolling expiration date gets new customers in the door more quickly, letting our retailers begin to engage with their customers sooner.
This is just one example of how our retailer customers are using mobile as a loyalty game changer and engaging with consumers by providing a more compelling customer experience. Using the CodeBroker Platform, our retailers are changing the way consumers interact with them.