Consumer loyalty can be driven through mobile, claims expert

An expert has outlined a number of top tips for brands to drive consumer loyalty via mobile devices, cites floost.com.

Mobile expert Juliet Stott, writing in full for econsultancy.com, explained that a number of brands are using mobile to target engaged consumers and deliver ‘smarter, personalised deals’.

Through mobile, users can ‘get what they want’: better service, rewards for brand advocacy and money-off deals.

For instance, many businesses are delivering offers and vouchers direct to mobile users. Businesses can send SMS messages with promo codes or discounts which can be shown at tills.

In addition, some firms are using SMS as confirmation of a purchase or to inform the user about progress of a service. Addison Lee, a taxi service in London, sends an SMS to confirm a taxi is coming to collect a customer.

Stott also cites a whitepaper by mobile specialist Pete Gough, who suggests marketers can use mobile to connect with people anywhere at any time.

“Marketers can now reach and connect with people in their pockets, at their desks and whilst they are watching the television. This everywhere and anywhere culture is what consumers are expecting.

“[Using analytics provides] a great opportunity to connect the dots and follow these consumers across all channels to deliver consistent and relevant messages,” he added.

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