11. 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.
12. There are two ways to affect loyalty
1. Understand the customer
2. Offer value (that they value)
21. 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.
22. Consumer Benefits Marketer Benefits
No more papers/cards to forget Increased usage/redemption
Personalized and relevant Location aware and time sensitive
Increased insight & feedback; bypass
POS hurdles
Find anything, anywhere, anytime Always available
Drive to retail/immediate purchase
Instant/near real time
Communicate with friends/network Propagation
Ease of use Transaction mechanic
Added value Increased sales
23. “ Maritz Research found
64%
would like to use a smartphone to collect points or
receive discounts instead of traditional methods
50% would like to loyalty program informationtrack points
balances and
download an application to
30% have downloaded a retail mobile application
52% of Millenials strongly appreciate communications from
brands through the mobile channel
“
24. Depending on your
objectives and
consumer wants and
needs, there are a
lot of mobile tools
to choose from.
44. If Loyalty Can Be Better with Mobile,
Why Isn’t It Everywhere?
Mobile is (relatively) new
Some companies are first movers and some are
wait and seers
<100% reach
Require multiple touchpoints to reach the market
for the near future
Organization structure
Division of Mobile and Loyalty responsibilities
Mobile is not an island
Mobile is part of a bigger ecosystem involving
integration and technological changes
45. Delivering on the first promise:
customer understanding and value!
More extensive experimentation
Deeper integration with existing
loyalty programs
Oh yeah, and contactless trials
