Overview

Smartphone

Loyalty

Mobile Loyalty

The Smartphone

We love our smartphones!

The Smartphone – Cont.

We’re essentially married to it …

The Smartphone – Cont.

Adoption rate 10x that of 80’s PC revolution.

Double rate of Internet boom of 90’s.

The Smartphone – Cont.

Mini Summary We’re attached Most of your customers have one, or soon will.

Loyalty

Loyalty Business Model

“The loyalty business model is a business model … in which company resources are employed so as to increase the loyalty of customers … in the expectation that corporate objectives will be met or surpassed. A typical example of this type of model is: quality of product or service leads to customer satisfaction, which leads to customer loyalty, which leads to profitability.”

You are in the loyalty business.

Loyalty Initiative

Maximizing your loyalty business requires a focused effort, ergo Loyalty Initiative.“Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior – behavior which is potentially beneficial to the firm.”“Loyalty Initiatives are structured efforts that encourage loyal buying behavior – behavior which is potentially beneficial to the firm.”

Loyalty Initiatives – Cont.

Come in all shapes and sizes Develop for unique needs and challenges of your chain. Consider POS integration

+ Benefits of matching scan data w/customer- Larger investment in resources- Easy to lose focus

Loyalty Inititatives – Harris Teeter Pt. 1

Customer Perspective: - Why do I have to have a card for every grocery store?- What does the swipe accomplish?

Retailer should consider: - How is this effort building loyalty? - Does customer see benefits?

Loyalty Initiatives – Harris Teeter Pt. 2

What drives Carson’s loyalty to Harris Teeter:

Loyalty Initiatives

Mini Summary Is an action plan to create better customers Can be as simple as having clean bathrooms If requiring customer action, should offer a clear/obvious non-arbitrary value Ultimately improve your bottom line directly or indirectly

Taking Loyalty Mobile

3G/4GGPS

StaminaNFC

BluetoothCompass

HD ScreenCamera

Customer’s have smartphones, what can we do with this? Barcode scanning QR Code reading Instant distribution Location tagging Geofenced events Mobile payments Proximity Awareness

Taking Loyalty Mobile – Cont.

Can be POS integrated or stand alone Enhances existing initiatives Puts customer in greater control of their loyalty experience Allows interaction to continue beyond walls of store

Mobile Loyalty – Harris Teeter Pt. 3

+ Greatly enhances existing initiative+ Greater access to brand- Not focused- Hard to see the loyalty piece

Mobile Loyalty – Cont.

Summary

Your customers have smartphones Their smartphone is their life Your brand can be part of customer’s life Loyalty is about making better customers Mobile can be a massive boost to loyalty

Take Away

1. Focus on being a loyalty business2. Develop to your chain’s unique needs3. Decide what initiatives can be

enhanced with mobile4. Don’t try to do everything at first (or

ever)5. Start today (there is a learning curve)