The influx of smartphones and tablets has changed many communication paradigms – including those surrounding loyalty marketing. Customers are ready and eager to interact via mobile, and they expect their preferred brands to meet them there in multiple ways including: web, text, app, email, and voice. Below are five ways that mobile is changing the loyalty landscape:
- As a loyalty membership ID: The mobile phone can serve as a replacement for the traditional loyalty card or keychain fob, offering a new way to accrue, track, and redeem rewards
- As a points redeemer: While a mobile device as membership ID allows customers to track points, it can also serve as a convenient way to redeem points based on an existing account balance.
- As an instant program update channel: Mobile can efficiently connect members to updated program information, program news, and “close to” reward announcements.
- As a high-impact communications vehicle: Opportunities exist for consumers to customize their communications preferences, receive location-specific services, and obtain on-demand access to loyalty program information on-the-go.
- As a delivery channel for rewards and recognition benefits: Some marketers have already started delivering actual rewards benefits via mobile, whether through apps, 2D barcodes, coupons or member-only games.
Consumers are demanding a richer mobile experience, on their terms. Mobile marketers must remain vigilant and capture, manage, and honor consumer preferences to promote customers to remain engaged and loyal throughout the consumer lifecycle.