Overview
Smartphone
Mobile
Loyalty
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
Camera
HD Screen
Compass
Bluetooth
NFC
Stamina
GPS
3G/4G
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 business
2. Develop to your chain’s unique needs
3. Decide what initiatives can be enhanced with
mobile
4. Don’t try to do everything at first (or ever)
5. Start today (there is a learning curve)