Mobile Customer Loyalty

Mobile Customer LoyaltyHere’s an excerpt from an article “Why Mobile Loyalty is ‘Do-or-Die’ at the Airport”, published in The Wise Marketer.

Consumers, who are increasingly mobile and always connected, have a tendency to behave in a different manner when it comes to loyalty programmes. Today, a major opportunity for loyalty programmes is to focus on consumer outcomes and to attend to the needs of the mobile consumer according to the authors of the whitepaper, “Why Mobile Loyalty is “Do-or-Die’. This is especially true for airports and their retail and food & beverage concessions.

It’s been long known that long-term consumer trust and loyalty only comes by building an emotional value exchange with the consumer at all touchpoints in their purchase decision. The mechanics needed for building this trust have changed, since the beginning of points based loyalty programmes. Mobile technology has enabled more interactive and engaging relationships to be developed.

Consequently, the authors argue, it’s high time for businesses, and especially airports, to adapt to the new consumer. Airports can continue with “more of the same” tactics or they make the most of the new opportunities inherent in well-designed and implemented loyalty programs. It is time consumer loyalty programmes embraced the omni-channel complexity and diversity offered via mobile connectivity.

New approaches to mobile customer loyalty are required and this is especially relevant with airlines and airports. Mobile technology has enabled more interactive and engaging relationships to be developed. It’s time for airports to adapt to the new consumer. Airports can continue with “more of the same” tactics or they make the most of the new opportunities inherent in well-designed and implemented loyalty programs. It is time consumer loyalty programmes embraced the omni-channel complexity and diversity offered via mobile connectivity.

If you’d like to read the full article, Why Mobile Loyalty is ‘Do-or-Die’, send us a note or it is available from the The Wise Marketer website. (A free registration required).