Mobile marketing agency Sponge has released a ten-point action plan outlining how retailers need to evolve their loyalty programmes using mobile.
The plan is part of a new whitepaper which explores how the mobile channel can re-energise loyalty schemes; changing retailers’ approach to gaining customer allegiance and challenging perceived wisdom.
From entitlement to empowerment: re-shaping loyalty schemes for a mobile first world looks deeply into the consumer mindset, defines ‘loyalty 2.0’ and details how retailers need to respond to modern shoppers.
The whitepaper also investigates how empowerment is the new currency of loyalty, and the importance of personal recognition, contextually relevant information and entertainment in effectively winning brand advocates and securing profitably loyal customers.
“With 96% of the population a member of at least one loyalty scheme, it’s clear UK consumers’ appetite for rewards and offers is high,” said Phil Gault, author of the whitepaper and Director of Strategy at Sponge. “The rise of mobile creates significant opportunities to make loyalty schemes work harder. We are convinced that the most effective programmes in future will be those that embrace a ‘mobile first’ view of the world and leverage the channel’s full potential to enable and empower members.”
So what are the ten points, I hear you cry. Put briefly they are:
1) Make sure you have all the right building blocks in place
2) Learn from past experience
3) Audit your mobile database
4) Prioritise mobile data capture going forward
5) Commit to a cross-channel future
6) Mobilise your CRM model
7) Start thinking in terms of Scarce Resources
8) Emphasise personalisation
9) Model your communications around spontaneity
10) Design experiences which allow and encourage active participation
To find out what this means in practice, download the whitepaper for free here.
