Loyalty Through Mobile: Best Practices

What makes a loyalty app great?

Clear Objective: App function is apparent

Incentive: Reason for users to download

Recognizable: Brand standards are upheld

Clean Graphics: Not too busy/overwhelmed

User Friendly Experience: Logical flow

Celebrated Loyalty Apps

Best Buy: Why it works

• Rewards: 5% back, member only access

• Colour scheme derived from logo

• Gamification: In store scavenger hunt

Sephora: Why it works

• Customized rewards: Samples kits & variety of offers

• Birthday gifts for members

• A point for every dollar spent; feels like you get more

• User reviews: Harnessing the power of the beauty community

Cumberland Farms: Why it works

• Fast, Convenient

• Saves 10 cents/ Gallon

• Redeemable mobile coupons

• Mobile payment integration

Famous Footwear: Why it works

• Stronger incentive for members vs. non members

• Purchase featured items with a tap

• POS coupons

Century 21: Why it works

• Clear purpose, user engagement

• Augmented reality (AR)

• Incentivizes store visit with mystery coupon

Starbucks: Why it works

• Turns POS into Point of Engagement

• Free drink on Birthday

• Earn ‘Stars” for rewards

• Store locator

• Mobile payment integration

Rita’s Italian Ice: Why it works

• 7 virtual punches = free italian ice

• Facebook login = additional punch

• Incentive placed on repeat traffic

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Sources:

• http://loyalty360.org/loyalty-today/article/best-buys-revamped-loyalty-program-and-the-value-of-mobile-check-in

• http://www.mobilecommercedaily.com/top-10-mobile-loyalty-programs-from-first-three-quarters

• http://bigdoor.com/blog/2013/12/11/top-10-retail-loyalty-programs/

• http://www.computerworld.com/s/article/9246069 Starbucks_hits_1B_in_mobile_payment_revenues_in_2013_analysis_says_

• http://www.famousfootwear.com/rewardsinfo

• http://www.mobilecommercedaily.com/century-21-prioritizes-mobile-in-significant-loyalty-program-pushhyperlink