- Introduction to Mobile Promotions
- What Products Are Right for Mobile Couponing?
- Digital Proximity and Location-Based Marketing
- Creating Mobile Loyalty Programs
- Case Studies
This chapter is from the book
This chapter is from the book
This chapter is from the book
Creating Mobile Loyalty Programs
Whenever a potential customer interacts with your company via cellphone, you can track those interactions. To do a really great job with mobile promotion, it is vital to create a robust back-end preference center that can be tied to a loyalty program.
Mobile couponing can help you gain a lot of insight about your customers' preferences, and those preferences should drive future messaging. You can track which promotions are most effective at driving purchases from each of your customers, but you can also track what kind of phone they are using, what method of delivery they prefer, where they are redeeming the coupons, and how long they waited before redeeming the coupon.
With a robust preference center and loyalty program, you can ascertain which coupons drove sales for that customer and which ones did not. Then you can begin to replace coupons that have never driven sales from that customer with coupons that he or she has historically redeemed. If a customer always redeems her coupons at one particular store, you can send her notifications when that store is having a sale. If she always shops when a particular sale is going on, you can send her reminders that "the sale is going on now and will end soon," encouraging her to make it into the store more quickly.
The information in your preference center should be used to send messages that are customized to the recipients' redemption and purchase history. When your mobile couponing strategy is tied to specific users, the users' purchase history can be backtracked. This kind of personalization will help you really understand your customers' needs and provide a higher level of service, which will improve the lifetime value of your customer base.