It is of utmost importance when acquiring new customers and when keeping existing ones that you develop a deep brand affinity and ultimately loyalty to your brand. This can be done in a variety of ways that will give you measurable results and produce feelings of engagement necessary to achieve your goals for your business. Since, when most customers are offered compelling rewards that they find valuable, they will choose to follow the cues necessary to retain the reward offered. As a result, true loyalty can be defined as something that rewards both the brand and the customer.In order to propel your business forward and become more competitive, a business must have a strategy in place before it can execute and implement a program that will deliver results. First you must define the goal you have in mind for your business e.g. increase traffic flow, increase profitability, and retain new customers…
You must know exactly what you are trying to accomplish with your loyalty program. In today’s high tech fast paced world, consumers are not interested in spending more time then they need to, to get what they came for. So you as a business owner need to tailor your program around your customers. A smart phone mobile loyalty app would be a great way to do just that. Early adoption would give your company and your brand the credibility of being the first in your industry to launch such an innovative way to engage with your customers. It is critical however that you choose the right platform when launching your program. Make sure your app has features your customers would find of value, for example your app may feature a gallery displaying images of new arrivals thus, increasing engagement with existing customers or your app may feature accumulative point system that customers will find appealing, as well as rewarding. It is also very important that in order for this program to be not only engaging with your customers, it is also effective for you as a business owner to achieve what you want to do. Platforms with built in marketing tools, like push notifications, customer analytics, and sharing features are the way to go.
It is important that during the process of implementing your loyalty program that you not only invest your money but your time as well so that your strategies are being implemented properly. The less complicated, and user friendly your program is, will determine how successful your loyalty app will be. It is a process, that you can fine tune accordingly until your loyalty program is to your satisfaction. A loyalty app should set you apart from your competitors by being a reflection of the image that you want for your business. The value that your customer will find in your loyalty program is based on the value that is perceived by that customer. Trend setting businesses are in the “Know.” They are the ones that are able to deliver to the needs and wants of their customers. The advantages of knowing what your valued customer preferences are, and by ensuring those demands are met are two fold; the first being loyalty and the second being engagement both of which are key to further your business. It is the merchant’s knowledge of its customer that will determine brand affinity and ultimately its success at achieving engagement. Mass Mobile customizable loyalty app can help get you to where you want to be!
No more plastic loyalty cards, coupons or receipts, punch cards or even key fobs. Customers want more, and expect more. Fumbling through a mega wallet is not an ideal situation when you are trying to locate the right loyalty card in sufficient time, it can be daunting. Most customers feel defeated even before they attempt to accumulate their rewards and would rather decline another punch or stamp, than attempt to search through their purse or wallet and hold up the line, and risk further embarrassment…sound familiar? The frustration customers feel is real and there is a stress free solution. A smart phone loyalty app.
Based on results from an online survey of 1,000 Canadian adults conducted earlier this year, the report estimates that 56 per cent of the population uses a smartphone, up from 33 per cent in early 2012. With an average of 26-40 different apps consumers spend at least 2 hours a day on their mobile devices, the loyalty app for a business has the potential to deliver high rewards by increasing revenues considering the relatively low cost to implement. The development of the loyalty app is the most influential marketing tool to be made available to SME, (small and medium enterprises). It allows businesses to create direct personal links with its customers, in the most current and up to date channels available. Brands/businesses must push themselves forward, to meet the demand of its customers, so the goal is to create an app that is repeatedly useful and keeps them coming back. Since approximately only 22% of mobile apps are used only once, it is essential that it provides a service or function that is original and valuable. Consumers will download apps that they find personally relevant and would like to use on a regular basis. Currently consumers are still reluctant to use a mobile device or app for payment transactions, but have fully embraced the technology of a mobile loyalty app. If the loyalty apps fail to meet the customers needs, it will most probably be deleted.
The standard procedure in today’s market place are loyalty apps that bring a business into their environment, where they will promote that app, and not their brand or business. This system places businesses under the same umbrella as their competition, and does not distinguish their business or allow them to differentiate themselves from others. It is critical when building a brand that a business promotes their message uniformly across all platforms. For example, “Joe’s Pizza” would be better off with a “Joe’s Pizza” app, that allows him to be original and further his brand, instead of being included in a loyalty program that promotes many other businesses. The point of a loyalty program should be to keep your customers loyal, by not sharing them with your competition, right? Mass Mobile Apps provides a customizeable loyalty app that allows the business to promote and push their own brand across what is the largest growing segment in technology today, the mobile device. Weather it is a smartphone, or tablet, mobile devices are now out selling the traditional desk top. More consumers are also now accessing the internet via a mobile device. It is therefore imperative that a business has a mobile strategy in place, or are in the process of implementing one.
There is a distinct difference between loyalty programs that reward for loyalty or those programs that reward for frequency. It is of utmost importance to differentiate between the two; since a customer may repeatedly purchase from a retailer because he/she may have no other options available to them. This is a key distinction because when competitors become an option for a customer, loyalty is critical to whether or not a business will be successful. Therefore a business must strive to create loyal customers not just frequent customers.
An ideal program would reward the existing loyal customer and include the future potential loyal customers. Since as many as 45% of first time buyers do not revisit a small business to purchase a second time. As a result the goal should be to acquire those customers that are likely to purchase for a second time, even if there is an initial cost for the business owner. The focus of the marketing dollars should be directed towards customers that fit the profile of existing loyal customers. A loyalty program can retain existing customers by offering higher rewards through the accumulation of points. Most retailers notice positive feedback from their customer when they redeem the points accumulated, thus connecting the retailer and customer in a positive way. By providing a higher level of service, with the introduction of a loyalty program, offering extended hours during holiday periods, or having no hassle exchange and return policies a business owner will attract a loyal/frequent customer.
The acquisition of new customers through a loyalty program is largely dependent on how valuable and exciting the rewards are perceived to be by potential customers. New customers should be targeted by demographic profiles and be executed based on the history of existing loyal customers. However not all customers are beneficial to a business owners bottom line. Some customers can actually cost more to keep then the amount of purchases that they generate. For example when a retailer offers an incentive to bring customers in, i.e. door crasher, the customer that comes in only for that item actually costs the business money.
The recovery of an existing customer is 3-4 times more likely than acquiring a new one. Since there are advantages in knowing their purchase history and ways to reach them, a business owner should be vigilant in knowing when a customer may have been lost to a competitor. It is important to recognize this early enough to entice them back. By rewarding them for their loyalty most customers feel appreciated and recognized. Customers that are pleased with the product or service, are more likely to share their experience with others. This type loyalty cant be beat; creating brand advocates for your business.
The businesses that rank extremely high in customer satisfaction, implement a strategy called “implementation of intentions”. This is “if then planning.” For example if a business is late with the delivery of an item to its customer, it can offer a token gift to reset that customers internal clock. Most customers are more sympathetic when a solution to their problem is trying to be reached, and therefore becomes more accommodating. By being proactive many complaints could be avoided. This approach also can be used if the circumstance is less then ideal for the customer; i.e. A salesperson must, especially in smaller retail environments, be able to assist their customers, helping them find sizes, staying past closing times… A sales person must always use good judgement in all customer interactions.
Sometimes the sales staff may have to be innovative, to show what lengths they are willing to go for their customer to have a satisfying experience. By being attentive to a customers needs, staff should develop practices for meeting those needs. If a customer is unable to find an item that the outlet usually stocks, then that customer should be contacted when those items are re stocked. The customer now feels his needs have been acknowledged, and is pleased with the service he has received.
There are no shortcuts to anyplace worth going. Companies that seize their opportunity to deliver outstanding customer service will likely earn customers for life. If a business is just as concerned about the next transaction, as it is with the current one, they are likely on the right track.