12/19/2023 0 Comments Love nectar for president![]() ![]() Mobiel devices are essential to O2’s Priority loyalty schemeĪs with Nectar, one of the O2 Priority scheme’s main selling points is location-specific offers, or Priority Moments, which the brand has developed with strategic agency Cherry London. He calls them “the remote control to our customers’ lives, which allows us to have two-way conversations encouraging engagement and building loyalty with an ongoing interaction”. Mobile devices are now crucial to loyalty, according to Mark Stevenson, managing director of mobile network O2’s Priority loyalty scheme. Prego adds: “Not only does it add tools for the customer, it also helps us gain an insight into each customer and how they are using the app, through which we are listening, monitoring and talking to them, and launching new functionalities they need and have been asking us for.” Accolades are awarded for carrying out actions such as trading in a game for the first time.īut that’s not all the app does. ![]() ![]() Similarly, Game’s new director of insight and loyalty Fred Prego recently told Marketing Week (MW 13 June) that the video game retailer’s app is now fundamental to its reward programme, for example offering a store locator function and the recently launched ‘accolades’ initiative. In both cases the customer benefits from being freed from the constraints of a physical voucher, while Nectar benefits from being able to use personalised ‘push’ marketing that, in theory at least, is seen as helpful by the recipient. Nectar’s location-based communications, meanwhile, work by reminding consumers of live offers in nearby stores that are Nectar partners. In the case of the former, a coupon is sent via the Nectar mobile app and the customer is prompted to accept it having done so they will automatically have it applied to the purchase the next time they use their Nectar membership when shopping. The main features involved in achieving this include paperless coupons and location-based targeting. He says the brand’s aim is to create an experience for the customer whereby “they can live out the Nectar journey end to end on a mobile device”. Costa Coffee Club has won successive Marketing Week Engage awards for CRM that primarily fuses plastic cards with personalised email.īut today the proliferation of media channels means brands have more options for making their loyalty schemes available to consumers in the places that are most convenient for them.Īt loyalty brand Nectar, marketing director James Frost says: “We have seen the user base of our Nectar mobile app grow by 70 per cent in the past year, 40 per cent of the statements we send out are electronic and we believe loyalty is going to be critical to companies that want to win the mobile wallet war.” For decades, the word ‘loyalty’ in marketing has naturally been followed by the word ‘card’, and there are many brands still making this traditional form of customer relationship management (CRM) work. ![]()
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