From a retailing perspective the involvement of the mobile device in the shopping experience can begin well before the purchase transaction with product searches, continue through the in-store experience and then beyond: mobile therefore will play a pivotal role in both customer acquisition and customer retention.
It is the retention and loyalty aspect that I want to focus on today because my Tesco Clubcard loyalty card statement this week included an opportunity for members to “turn their iPhone into a Clubcard”.
Presented as another way to “keep Clubcard in your pocket” with users just having to scan their phone at the checkout, the screen looks like this:
The interesting aspect is that already I’ve noticed reviews containing ideas about how the app could be developed further by exploiting GPS and coupons.
With Tesco having made this move, more merchants are sure to follow and apps are likely to appear for other smartphones. But this mobile loyalty development is part of a wider picture.
In future we’ll see brands, retailers and merchants using highly targeted marketing campaigns by mobile to users whose preferences they know. Adding loyalty points to the device opens up this new communications channel for users who opt in.
Tags: loyalty, Mobile Commerce, mobile retail, Tesco
What we need is a “Super Clubcard” app that works out which store you’re in and streams the appropriate coupons, special offers and clubcard barcode to your phone. The one small snag here is that there’s no hope of GPS working indoors – so how will the phone know where you are? Is there scope for the retail industry to develop a new in-store location service? If some form of standard emerges, you can see how shops could quickly divide into the haves and the have nots. Those offering the location service could also stream special offers – perhaps as phones arrive within the vacinity.
We watch this arena with great interest!
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