So Many Opportunities to Engage with Mobile
What I don’t get is why companies aren’t leveraging this more. There are mobile apps that can store all the loyalty cards a person owns, but some of them aren't free. And, this is what gives companies with retail outlets the opportunity to truly engage their customers. Why not include your brand’s loyalty program in there by letting the app be the loyalty card? It lets your customers participate in promotions and you’re helping them de-clutter their wallets. Of course, it doesn’t have to stop there. What about an app that actually facilitates the shopping process and also lets me login to my member’s area? Or, what about an app that lets customers locate you without needing internet access. There’s a lot of iPod Touch owners out there.
Starbucks, An Example
Starbucks makes it so easy for customers to drop in and satisfy any coffee cravings. I haven't see another brand that has been able to make an app for its customers that's fun, facilitates the brand experience and is actually useful at the same time.
The current app in Canada displays product offerings, allows you to locate the store with GPS and see store hours. In the US, I know there's a lot of experimentation going on. The customer can make payments with their digital Starbucks card built in the app and accumulate their loyalty points at the same time. While it’s not perfect, it’s evident that they’re working towards an app that customers can embrace.
Takeaway
Now is a great time to start transitioning customers from plastic cards to digital cards, which is exactly what they’ve done. Hopefully, this example gives an idea as to how good mobile apps for brands should look like.
Now, if you were to make an app for your customers, how would it look like? How would it work? Does it provide your customers with value? Does it facilitate a better customer experience? How does it tie back into your overall marketing goals?
