Foursquare’s launch in 2009 set the stage for the mobilization of loyalty programs. While punch cards and scan cards still reign in use, digital loyalty programs are popping up in a number of industries. In this presentation, attendees will learn about mobile apps that can help mobilize their businesses’ loyalty programs.
This presentation was given in May 2012 at the Mobile Marketing Strategies Summit in San Francisco: http://mobilemarketingstrategiessummit.com/san-francisco2012/agenda.html.
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How To Mobilize Your Loyalty Program
1. How To Mobilize
Your Loyalty Program
By Erica Swallow
Tech Journalist & Director of Community, Contently
2. The future of mobile
“ is the future of
everything.
Matt Galligan
serial entrepreneur
3. Mobile cuts down on clutter
The number of loyalty
memberships in the U.S. exceeds
2 billion. The average U.S.
household has enrolled in more
than 18 programs, but they are
active in only 8.4.
(According to an April 2011 COLLOQUY CensusTalk white paper)
4. Mobile drives action
The global redemption rate of
mobile coupons will average at
over 8% by 2016; an eightfold
increase over the best paper
coupons campaigns.
(According to a January 2012 Juniper Research report)
5. Mobile helps businesses meet goals
An effective mobile loyalty
program influences purchase
behavior and affects the bottom
line.
Who agrees?
6. Mobile empowers brands
to be where their customers are
and offer relevant deals when users want them.
8. 6 Steps to Going Mobile
1) Consider your business goals
‣ What are your business goals?
‣ How do you get the users to fulfill those business goals?
9. 6 Steps to Going Mobile
1) Consider your business goals
‣ What are your business goals?
‣ How do you get the users to fulfill those business goals?
2) Identify your users and their motivations
‣ Who are your users? What are their needs and goals?
‣ Why is your loyalty program appealing to them?
10. 6 Steps to Going Mobile
1) Consider your business goals
‣ What are your business goals?
‣ How do you get the users to fulfill those business goals?
2) Identify your users and their motivations
‣ Who are your users? What are their needs and goals?
‣ Why is your loyalty program appealing to them?
3) Outline desired outcomes
‣ What actions do you want users to take?
‣ What rewards will you offer to inspire participation?
11. 6 Steps to Going Mobile
1) Consider your business goals
‣ What are your business goals?
‣ How do you get the users to fulfill those business goals?
2) Identify your users and their motivations
‣ Who are your users? What are their needs and goals?
‣ Why is your loyalty program appealing to them?
3) Outline desired outcomes
‣ What actions do you want users to take?
‣ What rewards will you offer to inspire participation?
4) Choose a platform
‣ Is there an existing mobile app that meets your needs?
‣ Should you build your own app?
12. 6 Steps to Going Mobile
1) Consider your business goals
‣ What are your business goals?
‣ How do you get the users to fulfill those business goals?
2) Identify your users and their motivations
‣ Who are your users? What are their needs and goals?
‣ Why is your loyalty program appealing to them?
3) Outline desired outcomes
‣ What actions do you want users to take?
‣ What rewards will you offer to inspire participation?
4) Choose a platform
‣ Is there an existing mobile app that meets your needs?
‣ Should you build your own app?
5) Build it
‣ Do you have the team in place to build the app?
13. 6 Steps to Going Mobile
1) Consider your business goals
‣ What are your business goals?
‣ How do you get the users to fulfill those business goals?
2) Identify your users and their motivations
‣ Who are your users? What are their needs and goals?
‣ Why is your loyalty program appealing to them?
3) Outline desired outcomes
‣ What actions do you want users to take?
‣ What rewards will you offer to inspire participation?
4) Choose a platform
‣ Is there an existing mobile app that meets your needs?
‣ Should you build your own app?
5) Build it
‣ Do you have the team in place to build the app?
6) Distribute
‣ How will you market your mobile loyalty program to consumers?
14. 6 Steps to Going Mobile
1) Consider your business goals
‣ What are your business goals?
‣ How do you get the users to fulfill those business goals?
2) Identify your users and their motivations
‣ Who are your users? What are their needs and goals?
‣ Why is your loyalty program appealing to them?
3) Outline desired outcomes
‣ What actions do you want users to take?
‣ What rewards will you offer to inspire participation?
4) Choose a platform
‣ Is there an existing mobile app that meets your needs?
‣ Should you build your own app?
5) Build it
‣ Do you have the team in place to build the app?
6) Distribute
‣ How will you market your mobile loyalty program to consumers?
15. Mobile loyalty apps are everywhere
July 2011 January 2012 April 2012
Google Constant Contact Facebook
acquires acquires acquires
Punchd CardStar TagTile
16. Mobile loyalty apps are everywhere
July 2011 January 2012 April 2012
Google Constant Contact Facebook
acquires acquires acquires
Punchd CardStar TagTile
17. 5 Types of Existing Mobile Loyalty Apps
1) Loyalty card aggregators
2) Location-based apps
3) Mobile payment apps
4) Discount and deal apps
5) Digital punchcards
18. 1. Loyalty card aggregators
‣ Key Ring, CardStar, Loyalty
One
‣ Enable customers to scan in
or manually input cards
‣ Consumers can sign up for
participating programs from
the app
19. 2. Location-based apps
‣ Foursquare, SCVNGR,
Shopkick, Belly
‣ Enable customers to
checkin or scan in to earn
rewards
‣ Rewards are set by the
merchant, users checkin or
scan in to earn them
‣ With Belly, no app needed
20. Amex Ups Its Game with Foursquare
‣ Amex users automatically save at participating
shops when they sync their cards with Foursquare
21. 3. Discount and deal apps
‣ Groupon Rewards
‣ Enables users to unlock
deals by making purchases at
a given merchant using the
credit card linked to their
Groupon account
‣ Merchants set rewards
based on spending caps
22. 4. Mobile payment apps
‣ Square, Google Wallet, LevelUp, Paycloud
‣ Eliminate the need for credit cards or cash
‣ Digital receipts, analytics, loyalty tracking
‣ Square Register
‣ Receipt printer
‣ Cash drawer
23. Money: out of sight, out of mind
‣ Average purchase
amounts for LevelUp
members are 7-10%
higher than those for
credit cards.
24. 5. Digital punchcards
‣ Perka, Punchd
‣ Users collect stamps
redeemable for rewards
without the paper loss
‣ Merchants can set up
more than one offer with
Perka
25. 5 Types of Existing Mobile Loyalty Apps
1) Loyalty card aggregators
2) Location-based apps
3) Mobile payment apps
4) Discount and deal apps
5) Digital punchcards
26. Nothing out there that suits your fancy?
Build your own app.
Tabbedout, QOGGO and Bottle Rocket Apps
have all built custom mobile loyalty program apps.
Or find an app development agency with the
TheyMakeApps.com directory.
27. 6 Steps to Going Mobile
1) Consider your business goals
2) Identify your users and their motivations
3) Outline desired outcomes
4) Choose a platform
5) Build it
6.) Distribute