Overview. The Smartphone. We love our smartphones ! . The Smartphone – Cont. We’re essentially married to it …. Adoption rate 10x that of 80’s PC revolution. The Smartphone – Cont. Double rate of Internet boom of 90’s. The Smartphone – Cont. Mini Summary We’re attached
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We love our smartphones!
We’re essentially married to it …
Most of your customers have one, or soon will.
“The loyalty business model is a business model … in which company resources are employed so as to increase the loyalty of customers … in the expectation that corporate objectives will be met or surpassed. A typical example of this type of model is: quality of product or service leads to customer satisfaction, which leads to customer loyalty, which leads to profitability.”
You are in the loyalty business.
Maximizing your loyalty business requires a focused effort, ergo Loyalty Initiative.
“Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior – behavior which is potentially beneficial to the firm.”
“Loyalty Initiatives are structured efforts that encourage loyal buying behavior – behavior which is potentially beneficial to the firm.”
Come in all shapes and sizes
Develop for unique needs and challenges of your chain.
Consider POS integration
+ Benefits of matching scan data w/customer
Larger investment in resources
Easy to lose focus
Why do I have to have a card for every grocery store?
What does the swipe accomplish?
Retailer should consider:
- How is this effort building loyalty?
- Does customer see benefits?
What drives Carson’s loyalty to Harris Teeter:
Is an action plan to create better customers
Can be as simple as having clean bathrooms
If requiring customer action, should offer a clear/obvious non-arbitrary value
Ultimately improve your bottom line directly or indirectly
Customer’s have smartphones, what can we do with this?
QR Code reading
Can be POS integrated or stand alone
Enhances existing initiatives
Puts customer in greater control of their loyalty experience
Allows interaction to continue beyond walls of store
+ Greatly enhances existing initiative
+ Greater access to brand
- Not focused
- Hard to see the loyalty piece
Your customers have smartphones
Their smartphone is their life
Your brand can be part of customer’s life
Loyalty is about making better customers
Mobile can be a massive boost to loyalty
Focus on being a loyalty business
Develop to your chain’s unique needs
Decide what initiatives can be enhanced with mobile
Don’t try to do everything at first (or ever)
Start today (there is a learning curve)