The benefit to the brand and consumers is clear.
With 75 percent of all households engaged in a loyalty program, an extension to mobile is obvious. What’s critical is that you need to use the phone in the right way and create a 1-to-1 relationship with the consumer.
Mobile provides the best opportunity to establish a trusted, timely relationship with your customers. Once you have that relationship, extend through the use of mobile rewards and loyalty programs that keep your consumer with you and your brand.
Mobile is providing brands a reach to their consumers like never before: always on, always available and everywhere.
Relationship marketing is a form of marketing that evolved from direct response marketing in which emphasis is placed on building longer term relationships with customers rather than on individual transactions.
Relationship marketing involves understanding the customers’ needs as they go through their life cycles while emphasizing a broad range of services to existing customers as they need them.
Loyalty marketing programs, on the other hand, are designed to increase customer satisfaction and retention through communications-based loyalty and rewards programs.
So what do relationship and loyalty marketing mean to the mobile world?
Bottom line, it’s about extending your relationship with your consumer and ensuring they receive increasing value from your brand. Loyalty programs are just one opportunity.