From NCR Loyal customers are an incredibly valuable part to any business, but they are particularly valuable to restaurants. However, as the market for loyalty solutions continues to evolve, the desired scope of a mobile loyalty solution can vary as well.
In the end, the core problem remains the same – how can restaurants build and retain the loyalty of their customers to drive growth within their businesses? So what factors should be considered when selecting a mobile loyalty program?
- The need to enhance the customer experience
- Dynamic trends in consumer payment options
- Trends in consumer behavior and expectations
In the weeks ahead, we’ll post more about these factors and trends. This week, let’s consider some of the industry research that drives the overall direction from a more traditional card-based program to a more mobile-centric solution. Recently, Forrester highlighted three key benefits to when taking your loyalty program into the mobile channels:
- More access to your members. Most loyalty programs interact with members through purpose-driven activities such as enrollment, online profile completion, point-of-sale (POS) transactions, and reward redemption. But this approach has a limited line of sight into further opportunities for engagement. Enabling a mobile strategy literally puts the loyalty programs in members’ hands — wherever they are in the customer life cycle — and creates the potential for a wider range of customer interactions.
- Expanded member knowledge. Empowered consumers increasingly rely on mobile devices as companions to their interactions with a brand and generate behavioral, transactional, and location data. Since mobile channels are highly traceable, loyalty programs that collect that information can create deep customer insights that drive personalized communications, experiences, and offers.
- Context, timeliness, and relevance. The nature of mobile and the types of data that mobile makes available — such as time and place — mean that you have more control over how and when you interact with members. For example, a retailer might use geolocation data combined with preference and transaction history to recognize and remind a top-tier loyalty member that they have points to burn as they enter the store.
With smartphone adoption rates in North America now above 50 percent smart brands are beginning to tailor their loyalty campaigns accordingly.