“There is a big difference between a satisfied customer and a loyal customer.” – Shep Hyken
When we go shopping, we aim to get all possible benefits. Nowadays it means you not only buy a cup of coffee but also look for discounts, special offers or any other additional bonuses. The more you get, the more this purchase becomes pleasant for you. With your tangible cup of coffee, you also have an impression – positive feelings, kind of an entertainment. You can’t touch this benefit, but its impact is rather strong and lasts longer than any energizing espresso.
Now you’re happy and maybe haven’t noticed that your loyalty to this brand rises quickly and inexorably. Some years earlier we remember ourselves cutting out coupons from a newspaper. Nowadays you don’t spend time on this because modernity gives way to loyalty app development. All coupons, information about discounts, vivid pictures and brand’s news are gathered in your hand, precisely speaking, on your cell phone.
At present, you’re considered to be cool and close to your custom if your business has its own loyalty application. That’s why plenty of famous brands hire best developers to create a whole loyalty world with just one app. And now we’ll figure out all main points of its importance.
According to the mobile consumer study held by Vibes, smartphone-accessible loyalty programs can impact positively on consumers’ perception. Hence, it leads to improvements in business reputation. Following data could be a useful tool for startup building or developing loyalty for old market players.
In 2017 to build a loyalty app for your business means to meet new market’s expectations. Due to eMarketer, the majority of marketers from the U.S. intend to spend more on customers’ loyalty the next year. And 13% of them anticipate even more – significant increase of spending on such programs.
So, loyalty app developers should be very careful with a product they create. We deal with people’s choices and feelings. Let’s consider how exactly a loyalty application should prove itself in this respect.
The trick is to create a mobile loyalty app that works as a real value. No, you don’t make people buy more – market is full of this stuff. But you try to make the time spent with your app useful and enjoyable. If at one moment your application becomes annoying, you’re losing money in vain. Here are some features of a deserving loyalty project.
Rewarding your customer you get benefits for yourself. On one hand, customers feel appreciated and happy with using your company’s app, on the other hand, the time they spend with their smartphones is beneficial for your business.
Think about the branch you work in, think as a consumer and make a decision about the most appropriate form of rewarding. Any in-app currency would be great here – it makes the whole process visual and quantifiable. For example, in Starbucks, you get two stars with each cup. As we’ve said before, you buy something more than just coffee. And playing with a design could be also entertaining – how exactly you imagine your bonuses?
Your loyalty program can offer rewards for various reasons, such as:
What does it mean to you as a developer? Consider integrating barcode scanning. This is plastic card replacement we’ve mentioned above. How exactly can you do it?
Businesses that take the most out of launching in-app loyalty cards:
This feature is particularly important if a company works in retail or restaurant business. These days time is more precious than ever – people don’t want to wait in the line losing this essential fund. The option “order & pay” is another value for your customer. A great example of this benefit is a new application Voolsy created to make your eating more enjoyable.
Distant in-app payments are easily adapted to both iOS and Android versions with Apple Pay or Android Pay. But eventually, the best option is to let a user choose which payment service to use.
Here are some features of a successful “order & pay” system:
Why is it important to know your customer’s orders and preferences? It’s simple – because now you can create unique offers for one concrete person. Remember statistics we’ve mentioned before – 77% of users want to get exclusive content. And you can give it to them right away!
We have a bright example – Kohl’s Yes2You Rewards. These guys took care of personalized coupons and offers – and made someone happy!
To draw a clearer picture of consumers, one should create digital customer genomes. According to Accenture, this is “the detailed digital DNA of businesses’ customers and the next generation of customer segmentation”.
Such genomes combine traditional and alternate data. Traditional data is based on demographic foundation, which integrates with transactional information and loyalty card data. Alternate part lies beyond business borders and includes information from social media, public forums, and location-based data. Gathering all the details, you have an individual profile of your customer and know his shopping behavior.
This feature is significant for retail chains. Such retailers as Dunkin’ Donuts, Kohl’s, Walmart, and others are already a part of the game – you can find them wherever you are.
Chick-fil-A combined “order & pay” option with geolocation – you order food to the nearest store. Walmart provides you with all necessary information about weekly product ads specific for a concrete store.
To know more about geolocation function, read the article "Retail Mobile App Development. 10 Features that Enhance Customer Experience".
Nowadays a mobile device is a connecting link between you and your customer. Your loyal program can be literally in someone’s pocket, and this closeness has never been so beneficial for both a retailer and a consumer.
Developing a loyalty application in 2017 has become not just a fashionable option but more often – a vital necessity. Over 70 percent of mobile users would prefer to save loyalty cards in their smartphones, not in wallets. And it reflects on market’s expectations – retailers are going to spend more on their loyalty applications. So what basic features you need to develop in such an app to go with the times?
One loyal customer can bring the biggest profit and experience to a company. This unceasing business-client interaction should become a beneficial partnership for both sides. Your own loyalty app is the next stage of social marketing development. And your customer is closer than ever.