Increasing footfall and spend per customer at lower cost.

The last twenty years has seen the rise of some dominant retail brands. Much of their success is associated with having a close understanding of their customers and giving them more of what they want.

A loyalty programme has often played a significant part in the understanding of a customer’s preference and provided a vehicle to drive relevant offers to enhance loyalty and customer value.

However this can come at a significant cost. The cost alone of administering and producing the plastic cards can be up to £5 per member; this is in addition to the cost of print media and postage. Likewise campaign execution can be cumbersome and less spontaneous than needed in the current highly competitive retail climate.

Through using mobile communications Mobilize enable its clients to provide a more convenient and immediate programme at a lower cost of operation.

The traditional plastic membership card is replaced by an ID on the phone that is used in the same manner to collect points, or get benefits during a transaction. This system is not restricted to Apple iPhones or smart phones, it’s available on any mobile device.

Relevant offers, coupons or vouchers are all delivered to the handset and the unique ID can be scanned in the same way as paper based systems. This process increases convenience for the customer and reduces the frustration of forgetting vouchers, resulting in higher participation rates.

In addition, Mobilize have had over six years experience in integrating the hosted back office technology to ensure it is easy to integrate into existing IT infrastructures.

Overall, our clients enjoy the benefits of an additional mobile media channel which complements the existing loyalty programme and easily integrates with existing data management.

Benefits include:

1. Enhanced customer experience
   
   
   1. Increased convenience - don’t need to remember cards or coupons as all held on the mobile
      
      
   2. Reduced frustration
      
      
   3. Relevant to the lifestyle - receiving information and offers through a mobile
      
      
2. Increasing marketing effectiveness, increasing customer revenues
   
   
   1. Opens up a new “always there” communications channel, which means the potential to increase mindshare and reach.
      
      
   2. Provides a channel for the customer to request offers in a timely and relevant manner.
      
      
   3. Can communicate in a relevant timeframe to increase footfall – e.g. during lunch breaks, Saturday mornings, etc
      
      
   4. Measurement of effectiveness through identifiable responses from use of the unique ID
      
      
   5. Security of promotional offers
      
      
   6. Removes voucher mal redemption
      
      
3. Reducing costs
   
   
   1. Reduced plastic card admin and replacement cost
      
      
   2. Reduced print media costs through digital communications