Increasing Customer Loyalty Through Their Mobile Phone

Posted by radiotrafix on May 20, 2010 · 1 Comment 

There is a well known survey that came to a pretty obvious conclusion – people are more likely to leave home with their mobile phone that any other personal item including their wallets. This is because the mobile phone has come to represent a person’s microcosm world when on the go – their contacts, their means to communicate and an archive of information they deem useful. Is it then any wonder why businesses, that leverage off these most personal of all devices, have the opportunity to develop a unique and direct means of securing customer loyalty?

Well, Hard Rock International has done just that and created a mobile strategy for promotion alerts and cafe locator services. Similarly have most of the casinos on the Las Vegas strip. The MGM Grand has been particularly active in the mobile area, using the mobile channel as a means of data acquisition for purposes of using the information collected to expand its on-property SMS offers and speaking to its patrons while on the road. In this sense mobile alerts are a great mechanism to keep patrons loyal and on their property instead of going to a competitor.

Loyalty promotions include discounts for rooms, amenities, dining and show tickets. These promotions are examples of consumer interaction that deepen and extend brand loyalty among a targeted set of consumers. These promotions are real-time offers to consumers mobile phones about information and deals. These initiatives ensure that the consumer gets the right offer or incentive based on the consumer’s interests, history and location.

Tracking responsiveness and interests also permit a marketer to segment the mobile consumer and thereby influence and enhance their experience in a way that matters to them most.

As well, because of mobile messaging’s immediacy, marketers can use mobile campaigns as a way to fill excess inventory and drive customers to their venues by way of a relevant offer with a timely call-to-action. Mobile is perfect for perishable inventory, where without a real-time offer and and the ability to react just as quickly the inventory would otherwise go to waste. This is a win-win situation for both marketer and consumer, where offers made in real-time can be responded to in real-time.

Being timely and relevant is the key to mobile loyalty success. Mobile offers the promise of the right message at the right time, thereby improving service as a key loyalty element while keeping or lowering costs of delivery.

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Filed under Messaging · Tagged with customer loyalty, customer segmentation, mobile alerts, mobile marketing, mobile offers, sms campaigns