This is the second in a three-part series helping retailers plan their mobile strategy. See part one here.
With an app you have the opportunity to deliver an experience tailored for your best customers. So what should that experience be? For every brand that answer will be different, but this series presents a framework outlining four key functional categories: Commerce, Loyalty, Engagement, and Utility.
My last post explored Commerce (read it here). Today I'll focus on Loyalty and Engagement.
Starbucks is the obvious poster child on this one, but enhancing a loyalty program with an app should be a no brainer for retailers. App users visit the app 4-5 times per month. Use this opportunity to make sure they know their status and motivate them to earn more. Leverage your rich CRM data to send segmented push notifications and messages to an app inbox. Reward customers for social sharing through the app or for in-store check in. PacSun does a great job at this and even rewards for opening emails and time spent in app. Leveraging the proactive marketing capabilities of an app is one of the best ways to unlock the value of a loyalty program.