Loyalty Mobile Marketing Day October 13, 2010 Ariela Freed Mobile Marketing Strategist a Mobile Users 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