FOR B2C MARKETING PROFESSIONALS
Master Your Mobile Loyalty Moments Continuous Improvement: The Customer Loyalty Playbook by Emily Collins April 26, 2016
Why Read This Report Key Takeaways Today, consumers rely on their mobile phones Mobile Is A Customer Loyalty Imperative and tablets as information, entertainment, Your customers are already using mobile, and shopping, and life companions. They expect they for many, mobile is the primary channel in which can get what they want in their immediate context they interact and engage with your brand. and moments of need. With this mobile mind shift Companies that care about customer loyalty also comes increased expectations of how and will capitalize on key mobile moments to gain when companies serve and retain consumers. additional customer access and knowledge that Loyalty marketers and B2C marketing pros that drives contextual interactions. view mobile as just another communication Transform Loyalty With Mobile Moments channel squander a critical opportunity to reach, Across The Customer Life Cycle recognize, engage, and enhance experiences for Today, most mobile loyalty efforts focus on loyal customers wherever they choose to interact. creating digital membership cards, making This report, part of the customer loyalty playbook, program information accessible via the mobile explores how mobile transforms customer loyalty Web, and delivering offers via mobile channels. strategies and maps key opportunities across But, that’s just the frst step. Opportunities to each stage of the customer life cycle. extend and enrich customer relationships using This is an update of a previously published mobile occur at every stage of the life cycle. report; Forrester reviews and updates its Move Mobile Loyalty Out Of Experimentation reports periodically for continued relevance and Mode accuracy. We have revised this edition to refect The days of experimenting with mobile are over. new research and updated examples. Maturing your approach to mobile loyalty requires a coordinated effort from loyalty, marketing, and mobile teams. B2C marketing pros must build internal strategic alignment, follow the IDEA cycle, invest in data integration, and improve their mobile measurement.
FORRESTER.COM For B2C Marketing Professionals
Master Your Mobile Loyalty Moments Continuous Improvement: The Customer Loyalty Playbook
by Emily Collins with Srividya Sridharan, Julie A. Ask, and Arleen Chien April 26, 2016
Table Of Contents Notes & Resources
2 Use Mobile To Shift Engagement With Loyal Forrester interviewed 18 vendor and user Customers Into High Gear companies for this report: 500friends, a Merkle company, 7-Eleven, Belly, BigDoor, CashStar, Current Attempts To Make Loyalty Mobile Epsilon, Kobie Marketing, MobileRQ, Mobiquity, Miss The Mark MRM//McCann, Pittsburgh Steelers, Regal 4 Realize Return On Relationships With Entertainment Group, Rosetta, Sephora, Mobile Loyalty Moments SessionM, T3, Vibes, and WillowTree.
Recommendations Related Research Documents 7 Enough Experimentation, Go All In On Mobile To Boost Loyalty Be A Loyalty Company, Not A Company With A Loyalty Program 9 Supplemental Material A Marketer’s Guide To The Mobile Mind Shift
Pave A Clear Path To Advanced Loyalty
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Use Mobile To Shift Engagement With Loyal Customers Into High Gear
Consumer adoption of connected mobile devices is widespread and well documented. Forrester forecasts US smartphone adoption to be at 94% of the total population by the end of 2016.1 And they are using them: the average smartphone owner spends over an hour per day interacting with apps on their smartphone, and 36% of US online smartphone users research physical goods on their devices at least once a week.2 Many consumers have already made the mobile mind shift, meaning they not only use their mobile phone across the customer life cycle — to explore products and services, apply coupons, and engage with brands via social media and location-based services — they also have heightened expectations for what brands deliver on mobile.3 Acknowledging the mobile mind shift is especially important for companies looking to connect with loyal customers. To encourage loyal relationships that go beyond points, miles, and discounts, B2C marketing pros must capitalize on mobile loyalty moments.4 Doing so means:
› Amplified access to your most loyal customers. Enabling a mobile loyalty strategy literally puts your brand and loyalty program into the hands of your best customers and creates the potential for more interactions. Consumers use their mobile devices to check the weather, research products and services, check fight status, access discounts, and in some cases, make purchases. But many of these mobile moments are borrowed rather than owned — they take place on third-party apps rather than your branded app.5 So who’s actually downloading and using your app? Loyal customers (see Figure 1). Ninety-fve percent of bookings through the IHG app are from IHG Rewards Club members, and 55% of the marketing messages that the company sends are frst opened on a mobile device.6
› Granular customer knowledge. As they interact on mobile, consumers generate all kinds of behavioral and environmental data, such as biometrics, speed, temperature, weather, and location. This data is granular and constantly in motion — very different from the data consumers provide when they register their loyalty account or share in exchange for a discount. Dune, a UK-based footwear retailer, recently deployed a Wi-Fi based in-store analytics solution to track customer movement in the checkout areas and analyze shopping-basket abandonment. A New York City theater boosted its click-through rate (CTR) three to fve times above the benchmark by monitoring and analyzing mobile traffc behavior within the city to pinpoint the specifc target locations of theater-going audiences.7
› Opportunities for greater context, timeliness, and relevance. Mobile makes it easier for companies to deliver relevant experiences, offers, and information to loyal customers when they are ready and able to use them. How? Whether it’s recognizing a top-tier program member as they cross a geofence, reminding them that they have points to burn while they browse, or providing a long-time customer with rebooking options after a fight delay, mobile allows brands to drive immediacy, simplicity, and context.8
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FIGURE 1 Loyal Customers Download And Use Brand Apps
Customers who use a brand’s mobile app
31% of loyalty program members*
15% of US online adults†
*Base: 7,116 US online adults (18+) who use a smartphone or tablet and are loyalty program members †Base: 24,407 US online adults (18+) who use a smartphone or tablet
Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 2), 2015
Current Attempts To Make Loyalty Mobile Miss The Mark
Any customer interaction is an opportunity to increase loyalty, whether that interaction is in the brand, customer service, or marketing context. Mobile is a lever you can pull to infuence customer loyalty across brand engagement, customer experience, loyalty marketing, and structured loyalty programs (see Figure 2). While there are signs that loyalty marketers are adopting mobile for their loyalty programs, their efforts are tactical and surface level. Less than half of the loyalty marketers we recently surveyed are even piloting or using mobile reward delivery.9 Despite the clear rise in expectations of mobile mind-shifted consumers, many loyalty marketers have yet to fully embrace mobile. They remain in experimentation mode due to:
› Mobile marketing myopia. Loyalty marketers too often treat mobile as just another channel (spoiler alert: it’s not) through which they can message to consumers, or they get mired in the native app versus mobile website debate (spoiler alert: the answer is both).10 These narrow views cause marketers to miss the strategic opportunity that mobile, and mobile data, presents.11 The mobile landscape isn’t binary, it extends into connected devices, push notifcations, mobile wallets, and other third-party ecosystems like Facebook, WeChat, and Twitter.12
› Immature data integration. Using mobile data for personalization offers abundant opportunity for marketers, but privacy concerns and data challenges remain obstacles to growth. Most marketers we talk to still base their personalization efforts on static profle data provided by the customer. Sixty-three percent of marketers currently track their mobile customers across other channels but only 16% use a loyalty program to do so.13 To get the most use from your mobile data, combine it with other customer data sources such as campaign management, customer relationship management (CRM), and loyalty data.
© 2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. 3 [email protected] or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS April 26, 2016 Master Your Mobile Loyalty Moments Continuous Improvement: The Customer Loyalty Playbook
› Bumbling infrastructure and organization. Only 10% of marketers consider their companies to be mobile-savvy organizations.14 Typically we fnd that loyalty teams either provide a data feed into the app or potentially develop their own mobile presence or apps, which can lead to inconsistent and confusing customer experiences. Additionally, store networks are outdated, hardware is expensive to upgrade and install, and the adoption of beacons and Internet of Things (IoT) is still relatively low: 43% percent of global telecommunications decision-makers have no plans to adopt machine-to-machine/IoT solutions or applications at their organizations.15
FIGURE 2 Mobile Infuences Loyalty Across Numerous Customer-Facing Strategies
Use manufactured and borrowed moments to Brand drive brand discovery and engagement.
Use mobile to make Customer existing experiences more experience enjoyable, easier, and more valuable.
Loyalty Harness mobile data marketing to improve cross-sell and targeting efforts.
Leverage mobile features Loyalty to streamline program program utility (e.g., rewards redemption).
Realize Return On Relationships With Mobile Loyalty Moments
Today, we see a lot of loyalty marketers creating mobile versions of existing loyalty program features — like membership cards and offers (for instance, enabling customers to upload a digital loyalty card to Android Pay or Apple Wallet, viewing their points balance via a mobile-enabled website, or generating a redemption certifcate in a native mobile application). This blocking and tackling is certainly important for program usage and utility, but even richer opportunities lie in creating an integrated mobile experience that engages loyal customers whether or not they are interacting with the program directly (see Figure 3). B2C marketing pros must use what they know about their best customers to create new loyalty mobile moments and enhance existing ones at each stage of the customer life cycle — such as when they (see Figure 4):16
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› Find new brands or product categories to meet a need. Product discovery doesn’t just apply to new customers. Even existing customers may uncover new product or service categories that meet a fundamental need. Use mobile data to help loyal customers discover those needs and mobile channels to guide them to the products that will enrich the relationship. For example, a retailer pushing offers or content to a customer based on a combination of location, past mobile and purchase activity, and available offers.
› Explore products, services, and loyalty program features. Seventeen percent of US online adults who use a cell phone look up product information while in a physical store with their phones.17 Use this opportunity to present loyal customers with tools and relevant content that enrich their experience wherever they are. For example, in the Home Depot mobile app, when a user searches for an item, she can see how many are in stock and a map of where the item is located in her chosen store. Sephora’s mobile application brings together online and offine content, allowing customers to access ratings and reviews in-store, browse and save products as favorites, use virtual try-on tools, and see their Beauty Insider past purchases and rewards statuses.
› Make new and additional purchases. Mobile becomes a veritable workhorse in this phase of the life cycle. B2C marketing pros can leverage insights to infuence the rational side of customer loyalty by leveraging mobile wallets, native applications, mobile-enabled websites, and push notifcations or SMS messages to facilitate purchases, serve up relevant offers, and help loyal customers get even more value out of the programs they belong to. Pepboys, which works with Vibes to activate online coupons for Apple Wallet and Android Pay, found that 30% of customers who saved a mobile wallet offer redeemed it in-store. And, this spring, Coca-Cola will allow myCokeRewards members to earn and pay with points via Apple Wallet and Android Pay at its feet of mobile-enabled vending machines.18
› Use products, services, or a loyalty program. The experience of any product or service starts when a customer begins to use it. B2C marketing pros can infuence loyalty with mobile by creating convenience, increasing usage, and enriching the product or program experience. One way to spur usage is to remind loyalty program members to use their rewards. Regal Cinemas worked with WillowTree to enhance the UX of its mobile apps to ensure that Regal Crown Club members can see and redeem their credits. As a result, the company has seen a 200% increase in mobile app sessions and a double-digits uptick in program registrations. Walgreens Balance Rewards now integrates with Apple Pay so that members can earn and burn points and use mobile coupons without scanning a separate barcode.19
› Ask for help. Forty-one percent of US online consumers who have had a customer service interaction in the past 12 months say that they’ve had unsatisfactory service experiences.20 Customer data combined with the immediacy of mobile channels facilitates more opportunities to deliver a positive experience by anticipating and meeting customer needs. For example, Dermalogica associates use a tablet app to enable clienteling via the company’s loyalty program — accessing information about a customer’s skin type, past purchases, or making notes about the current
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interaction. The Fly Delta app automatically rebooks customers if the company cancels their fight and offers instant access to technical and Silver, Gold, or Platinum Medallion reservation assistance through click-to-call and click-to-tweet features.
› Engage and interact outside of a purchase. Relationships won and lost at the point of sale alone are superfcial at best. B2C marketing pros craving deeper connections with their customers can leverage mobile to encourage engagement and interactions beyond the transaction. For example, NB Rewards members earn points for checking into New Balance events — like the Boston Marathon — and for workouts completed with the RunKeeper app. The Pittsburgh Steelers’ loyalty program, Steelers Nation Unite, uses surprise and delight throughout the game to reward members who have checked into the stadium and encourages fans to share their experiences and love for the Steelers with a hashtag. At one game, hall of famer Jerome Bettis personally presented a season ticket holder and Steelers Nation Unite member with a signed jersey.
FIGURE 3 Mobile And Loyalty: A Retrospective
Yesterday Today Tomorrow
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© 2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. 6 [email protected] or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS April 26, 2016 Master Your Mobile Loyalty Moments Continuous Improvement: The Customer Loyalty Playbook
FIGURE 4 Mobile Loyalty Moments Create Opportunity At Every Stage Of The Life Cycle
-ward nonpurchase Use past purchase and activities. location data to tailor new -& festyle data to product recommendations. identify new partnership opportunities.
-fer direct access to ENGAGE DISCOVER customer service via -Provide mobile tools and social and traditional features to streamline the channels. shopping experience. -Provide employees with ASK EXPLORE - ver ratings and information to better know reviews content through and serve customers mobile channels. in-store. USE BUY
- ver relevant content to -fer mobile payment help customers make the functionality or integration. most of their purchase. - ver timely and -! " #yalty program contextual offers that drive members to use their repurchase or enrichment. loyalty points. -Provide instant access to coupons and reward redemption.
Recommendations
Enough Experimentation, Go All In On Mobile To Boost Loyalty
Mobile isn’t just a fad anymore, and it’s time for B2C marketing pros to stop treating it as such. Commitment to building a mobile loyalty strategy requires more than just lip service. To build and sustain mobile loyalty momentum, you must:
› Include loyalty in building your mobile strategy. Loyalty and mobile aren’t mutually exclusive. Loyal customers play a critical role in the success or failure of a company’s mobile strategy — after all, they are likely your most active and engaged mobile consumers. To bridge the organizational silos that currently divide mobile developers, eBusiness teams, and loyalty marketers, build
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processes to encourage alignment and collaboration. Yes, it can be done. 7-Eleven gets everyone on the same page with regular stakeholder meetings and showcases highlights of its mobile strategy via weekly video blogs that are distributed companywide.
› Use the IDEA cycle to identify and capitalize on your mobile loyalty moments. There are dozens of potential moments where you can engage your loyal customers, and the moments that matter to your company will vary based on your unique business goals and customer behaviors. Deploy Forrester’s IDEA framework to help you identify situations and scenarios where you can serve a customer on a mobile device, design the mobile engagement, engineer the infrastructure to support execution, and analyze the results to optimize performance.21
› Get the value exchange right. Getting people to raise their hands and identify themselves inside your branded mobile application or website takes your data collection and cross-channel attribution efforts to a whole different level. Consumers are much more likely to share more information if they receive something of value in return, so the benefts you offer in exchange for customer information and engagement are critical to the success of your mobile initiative.22
› Optimize mobile engagement by merging customer insights. To fully realize the immediacy and context mobile brings to customer relationships, you must push beyond personalization based on static insight. Start by instrumenting your mobile Web and apps by collecting data that is relevant to understanding the customer and can be linked back to nonmobile customer insights.23 Next, use that base of insights to target segments with personalized experiences and content. Then leverage real- time behavioral and contextual insights to optimize customer engagement with mobile moments.
› Build a mobile-appropriate measurement framework. Mobile adoption and usage is mainstream, but marketers are only now beginning to integrate it into their marketing mix. As a result, the performance measurement of mobile as a channel still lags.24 It’s not uncommon to start by measuring applications downloads and traffc, but unless your only mobile objective is to drive awareness, you need a more robust measurement approach that takes into account all of your mobile loyalty objectives: from engagement to sentiment to transactional behavior.
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Supplemental Material
Survey Methodology
For Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 2), 2015, Forrester conducted an online survey in April 2015 of 32,188 US individuals and 3,067 Canadian individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 32,188 in the US and N = 3,067 in Canada), there is 95% confdence that the results have a statistical precision of plus or minus 0.6% of what they would be if the entire population of US online adults (defned as those online weekly or more often) had been surveyed and plus or minus 1.8% of what they would be if the entire population of Canadian online adults had been surveyed. Forrester weighted the data by age, gender, income, broadband adoption, and region to demographically represent the adult US and Canadian online populations. The survey sample size, when weighted, was 32,055 in the US and 3,051 in Canada. (Note: Weighted sample sizes can be different from the actual number of respondents to account for individuals generally underrepresented in online panels.) Please note that respondents who participate in online surveys generally have more experience with the Internet and feel more comfortable transacting online.
Forrester’s Q3 2015 Global Mobile Executive Online Survey received 360 complete or partial responses from professionals from our ongoing marketing and strategy research panel. For quality assurance, panelists are required to provide contact information and answer basic questions about their frms’
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revenue and budgets. Forrester felded the survey in July and August 2015. Respondent incentives included a summary of the survey results. Exact sample sizes are provided in this report on a question- by-question basis. Panels are not guaranteed to be representative of the population. Unless otherwise noted, statistical data is intended to be used for descriptive and not inferential purposes.
Companies Interviewed For This Report 500friends, a Merkle company MRM//McCann
7-Eleven Pittsburgh Steelers
Belly Regal Entertainment Group
BigDoor Rosetta
CashStar Sephora
Epsilon SessionM
Kobie Marketing T3
MobileRQ Vibes
Mobiquity WillowTree
Endnotes
1 Source: Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 To 2020 (Global). 2 Mobile is fast becoming the primary channel in which customers interact and engage. Smartphone penetration is growing rapidly and smartphone owners use their devices continuously to look for immediate information. See the “A Marketer’s Guide To The Mobile Mind Shift” Forrester report.
3 The customer life cycle is the enterprise’s view of the phases a customer passes through in the course of an ongoing relationship with a company. See the “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report.
4 A mobile moment is a point in time and space when someone pulls out a mobile device to get what they want in their immediate context. Forrester identifes three types of mobile moments for marketers: 1) loyalty moments that deepen established relationships; 2) manufactured moments that create opportunities for engagement; and 3) borrowed moments that drive discovery. See the “Brief: Create Mobile Moments That Boost The Brand Experience” Forrester report.
5 Games, weather, and social networking apps are top mobile apps for smartphone owners in Western Europe. Source: Forrester Research Mobile Application Spending Forecast, 2014 To 2019 (EU-7).
6 Source: InterContinental Hotels Group’s internal analytics platform. 7 A frm’s relationship with a customer begins during the discover phase, when a customer frst becomes aware of its brand(s) or product categories. Firms commonly use spatial analytics in this phase to target specifc, relevant audiences that are or have been within a defned location. See the “Drive Intelligent Customer Interactions With Spatial Analytics” Forrester report.
8 Immediacy, simplicity, and context are three principles of the mobile experience that are required to meet consumer expectations and boost brand engagement. See the “Apply Immediacy, Simplicity, And Context” Forrester report.
© 2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. 10 [email protected] or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS April 26, 2016 Master Your Mobile Loyalty Moments Continuous Improvement: The Customer Loyalty Playbook
9 To make the shift from transactional loyalty to emotional loyalty, marketers need to invest in more lasting relationships with customers. With this in mind, they should be closing the gap by getting more serious about mobile. See the “The State Of Loyalty Strategies 2016” Forrester report.
10 Both mobile apps and mobile sites serve customers’ needs today: They can serve distinct and overlapping needs, sometimes for the same consumer. Most companies should offer differentiated experiences on both platforms to meet customer expectations. See the “The Fight Between Apps And Websites Is Futile; You Need Both” Forrester report.
11 Coupling the massive fow of mobile data with your traditional customer data sources will also enable you to gain a deeper understanding of your customers, anticipate their real behaviors in the offine world, and better serve them across all marketing channels, not just mobile. See the “Mobile’s Untapped Value Is In Contextual Data” Forrester report.
12 Mobile represents much more than a screen on a handheld device. The term mobile applies to any perpetually connected device — from phones to ftness bands to glasses. See the “Mobile Is Not A Channel” Forrester report.
13 Source: Forrester’s Q3 2015 Global Mobile Executive Online Survey. 14 Source: Forrester’s Q3 2015 Global Mobile Executive Online Survey. 15 Source: Forrester’s Global Business Technographics Networks And Telecommunications Survey, 2016. Location intelligence platforms layer intelligence and contextual insights on top of location data for four primary use cases: to match customers to locations, to create or augment profles, to target location-based segments, and to attribute digital marketing efforts to offine customer behavior. But, adoption is hindered by marketers’ immature approach to location data, and consumers are concerned with the privacy of their location data. See the “TechRadar™: Mobile Commerce, Q1 2016” Forrester report.
16 The customer life cycle helps companies put the customer back at the center of the business. Loyalty insights reinforce the customer relationship in all six stages — from discovery to engagement. See the “Be A Loyalty Company, Not A Company With A Loyalty Program” Forrester report.
17 Source: Forrester’s North American Consumer Technographics Retail Survey, 2015. 18 Source: Laurie Sullivan, “Coca-Cola Takes Rewards Program To Cashless Pay, Vending Machines,” MediaPost, March 12, 2016 (http://www.mediapost.com/publications/article/271095/coca-cola-takes-rewards-program-to-apps- vending-m.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=91090).
19 Source: “Walgreens First to Launch Loyalty Program Integration with Apple Pay,” Walgreens press release, November 5, 2015 (http://news.walgreens.com/press-releases/general-news/walgreens-frst-to-launch-loyalty-program- integration-with-apple-pay.htm).
20 Source: Forrester’s North American Consumer Technographics Customer Life Cycle Survey 2, 2015. 21 The IDEA cycle provides a repeatable four-step process to identify which moments in the customer journey are best suited to a mobile solution. The steps are: identifying the mobile moments and context; designing the mobile engagement; engineering your platforms, processes, and people for mobile; and analyzing results to monitor performance and optimize the customer experience. See the “Mobile Moments Transform Customer Experience” Forrester report.
22 Consumers tell us that they are willing to share their personal data if it provides value they are interested in, like cash rewards, loyalty program points, and exclusive deals. See the “The New Privacy: It’s All About Context” Forrester report.
23 Integrating mobile data with other customer data sources will help you deepen customer understanding, anticipate customer needs, and even uncover new revenue opportunities. See the “Mobile’s Untapped Value Is In Contextual Data” Forrester report.
24 Forty-eight percent of marketers are still experimenting with mobile measurement techniques, and 8% do not use any analytics solution to generate insights. Source: Forrester’s Q3 2015 Global Mobile Executive Online Survey.
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