possible mobile loyalty

WHAT NEEDS FIXING

• Market awareness and branding is low 1

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By Anders Rosenquist

Director of Emerging Media Strategy

POSSIBLE WORLDWIDE

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Mobile as core part of loyalty ecosystem

Mobile is a key

connector between

offline (e.g. in-store &

print), and online (e.g.

mobile & social.)

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Increasing Interest in Mobile Rewards

Increasing

smartphone

adoption, ubiquity of

services such as

Groupon and Living

Social, and branded

apps are building

momentum around

users’ adoption (and

expectations) of

rewards.

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Many platforms to watch

Currently there are a range of platforms that

enable different parts of the loyalty space. Some

important ones to follow into 2013 include:

Apple’s Passbook. As part of the next iOS

release in Fall, 2012, Passbook will allow users to

aggregate their various loyalty

cards, rewards, tickets, etc. Developers will have

API’s to add loyalty functionality into their apps.

Square. A simple payment system for iOS that

allows merchants to use their iPhone or iPad as a

credit card payment terminal. They are adding a

loyalty component their their recently-announced

Square Register service.

Shopkick. System allowing users to easily check

in at retail locations and within store for rewards

and loyalty behavior. Uses sound emitters to

detect devices and track users.

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Mobile payments – important loyalty tool

Integrated mobile payments add

value to your customers, increase

overall orders, and make it simple

and easy to reward and redeem.

It can also be helpful in

understanding purchase behavior

over time and further personalizing

the experience.

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Customer behavior insights via analytics

Performance measurement

(e.g. analytics) acts as the

glue, connecting all parts of

the ecosystem, providing

insight and personalization

opportunities.

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Showrooming – threat to loyalty

Showrooming is alive and well. This past holiday season saw record numbers of mobile

research and sales while in-store.

There a ways to intercept this activity and provide true value for your customers.

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Branded utility

Reward your customers

with engaging, utility-

based tools.

E.g.: Entertainment

Weekly’s “The Must List”

for iPad and iPhone is a

compelling, easily

consumable platform that

extends the fan-favorite

Must List into an

immersive, media-rich

experience.