Loyalty Programs are going mobile. This presentation lays out some of the reasons why we're seeing a shift in Loyalty to mobile, and the best way businesses can take advantage of it.

1. Mobilize your loyalty
program with mobile wallet
@!! DevelopmentNow
@AdamLorts

2. Empowered consumers demand more control

3. Your customers are “always on”

4. Your customers have more choices and can switch on demand

5. The role of mobile in loyalty cannot be
understated.

6. Over two-thirds of consumers belong to at least one
loyalty program
“Which of the following types of customer loyalty programs do you belong to?”
5%
26%
25%
22%
22%
39%
37%
35%
34%
33%
Supermarket/Grocery store
Pharmacy/Drug store
Bank/credit card
Specialty retail
Hotel
Airline/frequent flyer
Shopper club
Quick service restaurant
Department store
Entertainment
Gas station
Other
consumers belong
to about 8 loyalty
programs.
Base: US Online Adults 18+ (Online Weekly or More) who belong to loyalty programs
Source: North American Technographics Customer Life Cycle Survey, Q2 2013
68%
60%
On average,

7. Organizations are prioritizing their loyalty programs
Base: 98 loyalty program marketers; Source: Q3 2013 Global Loyalty
Program Service Providers Forrester Wave™ Customer Online Survey
Loyalty is a key strategic
imperative
Budget support is strong
“How has your loyalty budget changed
year over year in 2013?”
43%
34%
Increase Stay the same
3%
Decrease
Base: 50 loyalty program marketers; Source: Q3 2012
North America Loyalty Benchmark Online Survey

8. Consumers participate in the programs they join
"Which of the following statements best describes your level of involvement with customer
loyalty programs you join?"
I regularly participate
in most of the loyalty
programs I join
59%
I rarely, if ever,
participate in the
loyalty programs I
join
5%
I regularly participate
in just a few of the
loyalty programs I
join
36%
Base: US Online Adults 18+ (Online Weekly or More) who belong to loyalty programs
Source: North American Technographics Customer Life Cycle Survey, Q2 2013

9. Consumers view programs as a way to save
“How much do you agree with the following statements regarding customer loyalty programs?”
(4 and 5 responses on a scale of 1 [Do not agree at all] to 5 [Agree completely] shown)
24%
50%
48%
64%
78%
Loyalty programs save me money
Loyalty programs influence where I make purchases
Loyalty programs influence what I buy
Loyalty programs influence how much I spend
I belong to too many loyalty programs
Base: US Online Adults 18+ (Online Weekly or More) who belong to loyalty programs
Source: North American Technographics Customer Life Cycle Survey, Q2 2013

10. 64%
(4 and 5 responses on a scale of 1 [Do not agree at all] to 5 [Agree completely] shown)
59%
56%
Active program members are willing to pay and share
50%
52%
37%
51%
50%
44%
43%
48%
“How much do you agree with the following statements?”
36%
I regularly participate in most of the loyalty programs I join
I rarely, if ever, participate in the loyalty programs I join
33%
24%
When I find a brand I like, I stick to it
A brand's reputation is important to me
I prefer to buy brands that I have owned previously
Price is more important to me than brand names
I would pay more for products or services that save me
time and hassles
I often tell my friends and family about new brands,
products, or services that I have discovered
I would pay more for brands or products consistent with
an image I like
Base: 3,266 US online adults (18+) who belong to loyalty programs
Source: North American Technographics Customer Life Cycle Survey, Q2 2013

11. Consumers have an appetite for mobile rewards
44% of consumers are interested in
joining programs that offer mobile
coupons.
50% of loyalty program members want
mobile gift cards and reward
certificates.
Source: North American Technographics Customer Life Cycle Survey, Q2 2013

12. 12
It’s time to seize the mobile moment.

13. Why mobilize your loyalty program?! 35
For the Consumer! For the Marketer!
Convenience
Timely reminders (expiring points)
Location triggers
Great way to engage loyalty members
Ability to update points real-time
Low cost location-based marketing

14. First, mobile boosts customer understanding
› Mobile helps marketers follow
program members across the
customer lifecycle
› Mobile channels are highly
trackable
› Mobile interactions create new

15. Second, mobile streamlines loyalty program utility
Then Now
Mobile simplifies the member experience, and
gives members more control over when, where,
and how they participate.

16. Third, mobile increases the relevance of loyalty programs
› Contextual insights help
marketers deliver more
personalized marketing content
› But it goes beyond creating a
mobile version of the loyalty card
and offers.
› Mobile also creates new
opportunities for engagement that
go beyond typical program

17. 17
Mobile Landscape

18. Mobile landscape overview! 29
Mobile
marketing !
mobile
alerts
m-commerce Mobile
Mobile
advertising!
mobile web
experiences
Mobile !
experiences!
Mobile
service!
display
ads
rich
media
ads
apps
media
buys
mobile wallet!
marketing!
SMS
MMS
QR
codes
mobile
database
loyalty
program
activation
service
alerts
targeting &
segmentation
push
notification
payments
Programmatic
(RTB)
mobile
service
apps
mobile!
coupons!

19. The “non-payment” mobile wallet marketing movement! 30
Apple launched Passbook in
September 2012
The new Google Wallet app launched
in 2013 for iPhone & Android
Rewards
certificates
cards
Offers and
coupons
Loyalty

20. Mobile wallet marketing is making a big impact! 33
Are people using it?!
On average, 70% of
consumers will save a
Passbook offer to their
phone when presented
with a pass.
Does wallet lift
email conversion?!
When email is activated
with Mobile Wallet – 8%
increase in conversion !
Does it work?!
64% higher conversion
rate over static mobile
web coupons
26% increase in AOV
over static mobile web
offers

21. 38
Keep Reward
Balance above the
fold for easy viewing
Dedicate label value to
showcase loyalty
program join date
Feature unique
loyalty ID beneath
barcode
Prompt users to
download your app
Deliver lock screen
notifications to
consumers
Include information
like:
• Location of
favorite store
• Phone number
• Store hours
Terms and conditions
located beneath all
company information
Apple’s Passbook – Mobile Loyalty Card!
Personalize with name, points, and even colors for loyalty tiers

22. 39
Include retailer
name and offer!
Make sure logo is
sized appropriately!
Assign a unique
barcode ID to track
redemption!
Include store
information and
hours!
Put important
information like
exclusive offers in the
“Messages” field!
Place information
about the loyalty
program at the end!
Google Wallet – Mobile Loyalty Card!
1:1 personal messaging to loyalty members with offers, custom messages & more

23. Mobilize reward certificates too…! 40
Deliver time-sensitive reward certificates and send special offers to members
Google Wallet Apple’s Passbook

24. Google Wallet and Passbook are location-aware solutions! 44
Vibes

25. 46
How mobile wallet can strengthen your loyalty program
AWARENESS! ENGAGEMENT! TRANSACTION! SERVICE!
Raise awareness about Drive engagement
loyalty program
and available rewards
with real-time points
notifications
Drive foot traffic and
enable easy
redemption at POS
Offset expensive call
center calls by
providing timely info

26. Think holistically about your mobile wallet marketing strategy ! 48
1. Create!
2. Distribute!
5. Optimize!
4. Measure! 3. Manage!

27. 27
Mobile Tips

28. Select a platform that makes mobile wallet management easy! 52
Mobile wallet
metrics
Single “smartlink”
Manage
Passbook &
Google Wallet in
one interface
Manage
locations (geo
or iBeacon IDs)

29. 53 Make sure to build solutions for both iPhone and Android users !
Google Wallet Apple Passbook

30. 4. Identify KPIs and actively update and monitor campaigns ! 54