THE RETAIL BULLETIN - The home of retail news
Lest we forget
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
Interviews
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
Loyalty conference preview: Mobiles could be better utilised in retailers’ loyalty programmes

Retailers have largely failed to fully involve mobile devices in loyalty programmes, which is a mistake as they are widely seen as the glue that can connect the increasingly complex shopping journeys of today’s consumers.By Glynn Davis

GENERAL MERCHANDISE

Loyalty conference preview: Mobiles could be better utilised in retailers’ loyalty programmes

Retailers have largely failed to fully involve mobile devices in loyalty programmes, which is a mistake as they are widely seen as the glue that can connect the increasingly complex shopping journeys of today’s consumers.By Glynn Davis

Ahead of speaking at the 4th Retail Bulletin Customer Loyalty Conference 2013 on June 12 Steve Moore, head of customer experience at Carphone Warehouse, highlighted the important role mobile can play in loyalty schemes. 

“We are moving from a world where people have seen the web as another store to now seeing the online experience as something they can hop in and out of and the mobile is the glue [that links this]. Mobile devices are used before, during and after the transaction,” he suggests.

But despite this increasingly important role Moore believes retailers have generally not used mobile devices as integral parts of their loyalty programmes: “They are trusted for banking and for checking-in for flights etcetera but they are not used for loyalty.”

This represents as surprise to him as they are “probably the thing that we have most conversations with in a day, even more than with our partners and children”, he says adding that mobiles are therefore “not a bad place to have a loyalty conversation”. 

This is particularly the case if people are now seeing mobile devices as a lens through which they “see people”. What would undoubtedly help mobile have a more prominent role in loyalty would be a greater utilisation of mobile data.

“If retailers just say ‘you’ve looked at this online, here’s a deal’ then people find it intrusive. It does not feel relevant to consumers because retailers [clearly] can’t recognise them. They do not see the mobile conversation as different to that on a desktop,” says Moore, which leads to a lack of context in the use of the data and it ultimately leading to a weak conversation with the customer.

But he says the data can easily be used to great effect and he points a mobile app that Carphone Warehouse is using to engage with its customers. The Bill Angel app measures people’s usage of their mobile and by monitoring the trajectory of their data usage Carphone can inform them if they are predicted to exceed the amount allowed within their data plan.  

The company then has the opportunity to highlight this to the customer who can then pay greater attention to it or visit a Carphone store to discuss their plan. “It’s valuable as it provides the platform for a conversation. It’s an example of a bit of data that has no friction [with the customer] and could be the springboard to a conversation in-store,” explains Moore.

This multi-channel interaction, and the driving of customers into stores, is especially valuable to Carphone as Moore says most consumers prefer to undertake the final transaction in a store. “In our experience the end act by the customer is done in-store for the value of the products we sell.”

This conference is a great place to share ideas with a focused peer group in a relaxed environment. Make sure of your place at this low-cost, one-day event by clicking here

 

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

The Retail Design Seminar 2018
The Retail Design Seminar 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Seminar 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
AI in Retail Conference 2019
AI in Retail Conference 2019
18 September 2019
Cavendish Conference Center, 22 Duchess Mews, London W1G 9DT
Retail marketing is changing pace rapidly by making communication across all platforms personalised, relevant, efficient, and helpful. AI not only helps shoppers find a perfect product but also pre-empts the shopping behaviour and speeds up payment.
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
The Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019
Fix The Dinosaur Roundtable 2018
Fix The Dinosaur Roundtable 2018
19 October 2018
The Euston Suite, The Hallam, 44 Hallam St, London W1W 6JJ
A Masterclass in IBMi Legacy Issues