Why Does Every Company Need to Develop an Own Loyalty App?

“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.

Latest research on mobile loyalty

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.

  • 73% of smartphone users would be interested in saving a loyalty card in Android pay or Apple Wallet for an iPhone – it’s more convenient than good old plastic cards.

Users interested in saving loyalty card in smartphone

  • 66% of consumers would have a more positive opinion about a loyalty program if it is accessible via a smartphone.

Consumer's opinion about Loyalty App Program

  • Only 13% of consumers don’t have any loyalty cards on their cell phones.

Loyalty App Programs and Cards

  • Messaging is extremely important! 77% of customers will gladly receive exclusive content and surprise points.

Loyalty App Exclusive Content

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.

Loyalty app components

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.

Rewards and surprises

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.

Loyalty App Rewards Surprises

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:

  • Visiting physical stores.
  • Purchasing a certain value of goods.
  • Purchasing products from a seasonal catalog.

Mobile loyalty card

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?

  1. Ask a customer to put in a loyalty card number (plastic one) and its code in the application. This way you link a physical card with a cell phone.
  2. An alternative for an inputting number is using a mobile camera.
  3. Generate QR-code after registration automatically.

Businesses that take the most out of launching in-app loyalty cards:

  • Retail stores
  • Restaurants
  • Pubs
  • Sports bars

Orders with a cell phone

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.

Loyalty App orders with a cell phone

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:

  • Order tracking seems a vital function when you’re waiting for the order. It means a customer sees a real-time tracker and knows exactly when the dish is prepared.
  • Several payment options – be ready to create an extended payment system. Here are some ideas for you to consider: credit and debit cards, mobile wallets, and net banking.
  • Easy checkout means making the way from the order to the final checkout short and hassle-free.

Personalized approach – always and forever

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”.

Loyalty App Customer Digital Genome

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.

Find us wherever you are

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.

Loyalty App_Geolocation

To know more about geolocation function, read the article "Retail Mobile App Development. 10 Features that Enhance Customer Experience".

Final thought

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?

  1. Rewards. This is a great motive to make the most of your creativity. You mix offline purchases with online activity, and it’s up to you how to make this mix the most attractive.
  2. In-app loyalty card. No more bunches of plastic all over your things – a consumer has one cell phone and everything he needs is over there.
  3. Distant orders. This is such a treasure for all of us who struggle to save some priceless moments for everyday to-do lists and some me-time.
  4. Personalized approach. This option helps to avoid all annoying and unnecessary offers from a retailer. After all, 77 percent of mobile users would be glad to receive exclusive content.
  5. Geolocation. These days, it’s not an outstanding feature of a business, that’s why many retailers prefer to combine it with, for example, special offers from a concrete store or “order & pay” function.

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.

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