How to win at Loyalty Marketing in 2018? Loyalty is a tricky thing.

Unlike a product, it is intangible; Unlike a service, it is hard to measure.

Thus, it is crucial to keep up with the latest trends in not Luckily, this ebook is here to help you understand the only loyalty, but the trends of which consumer be- latest consumer behaviours and loyalty trends to help haviours are diverging, to keep your most valuable cus- you and your business stay relevant in 2018. tomers where you want them.

1 What You Will Learn:

CH1 Millennial Loyalty 101

CH2 Checklist for The Modern Loyalty Program

CH3 How to Leverage Technology

CH4 Partnering for Success

2 Customers are expensive to acquire, and gaining their loyalty is a long-term commitment and sustained effort for both the business and its consumers. In the fast-paced, digitalised world; time, patience, and attention is a limited currency few are willing to spare and invest. Nonetheless, breakthroughs in technology have allowed one solution to stand the test of time. Let’s talk mobile.

Mobiles, by their nature, allow you to create a long term relationship between you and your customers, due to the amount of time the average consumer spend on it, and the importance assigned with its identity. A study done by Smart Insights showed that mobile users uni- versally consume more than 2x digital minutes on their mobile phone than on a desktop.

Through the next few chapters, you will learn how to leverage the power of being mobile and meet your customers where they’re at, in order to maximise your marketing ROI.

3 Chapter 1 Millennial Loyalty 101 Chapter 1 - Millennial Loyalty 101

The millennial generation today is the biggest generation in terms of population count, and there is a reason (besides its sheer size) why marketers are obsessed with reaching out to this enormous market full of potential.

They are the best brand ambassadors a business can have.

Born between the years of 1980 to 2000, this generation grew up in the digital age. They are tech-savvy, free-spirited, and as a result of grow- ing up with technology, have ready access to millions with just a few swipes or clicks. One thing is for sure - connectivity and digital media surrounds them wherever they go.This means that millennials are always plugged in, and are amongst the first to find out about the latest news, trends, and gossips about everything.

The good news is, word-of-mouth recommenda- tions are ranked highly on factors influencing purchase behaviour for this target market. Thus, there is no need to splurge a large amount of marketing budget to reach out to them - simply appear on the same platforms, keep up with the latest social trends, and they will find you via social conversations.

The flip side? This millennial generation is also an impatient and demanding bunch.

5 Chapter 1 - Millennial Loyalty 101

Focus on the long-term With everything readily available at the touch of a button, a phone call, or a simple swipe away, this market group have grown accustomed to having what they want, whenever they want. Thus, in service or product delivery, they expect more than their predecessors, and they expect it fast.

In keeping up with the demands of this market, busi- nesses are easily pressured to compete for short-term There is no denying it - despite the slightly concerning smart- victories in terms of pricing or promotions, instead of phone obsession with this market, mobile is indeed the long-term loyalty. However, as with most things, pa- way forward to reach out to millenials. By having a mobile tience will win out in the long-term. Unless your busi- solution, the opportunities for engagement and retention ness competes on pricing alone, focus on the long-term is exponential. goal of attaining loyalty instead of one-off transactions. Nonetheless, before you rush out to optimise your sites Take control of social conversations and products to be mobile-friendly, note that 90% of mobile time is actually spent on mobile apps. With the vast amount of real-time information available Thus, have a well thought-out strategy and consider to these consumers, this can easily disrupt a brand’s how you would like your business to appear on your path-to-purchase, and brands may feel like they do not consumers’ mobile phones. always have control of their brand reputation. Besides social media and instant messaging apps, mil- However, the rise of digital conversations can actually lennials are most likely to download apps that are of use provide a fantastic opportunity to improve the entire or handy for them. Do not simply have branding and consumer experience and buyer journey. For one, it awareness as a goal for building an app, the ultimate means having more reliable data and organic feedback aim should be to add value to the end-user and provide through the digital grapevine. Secondly, though mIllenni- measurable information and new content to these consumers. als are not easily satiated, but when they are, they will eagerly promote your brand for you. Gain their trust

The amount of consumer data, cloud offerings and Just like any double-edged sword, the accessibility of social sharing floating around today represents a golden the digital world means complete transparency. And with age for millennial marketing and loyalty retention. There- this transparency, comes accountability and an expecta- fore, it is crucial for brands to be present online, and set tion of authenticity. the tone for social conversations. Users do not have the time or the resources to be loyal Social media is a powerful way to engage with millennial to all brands. To stand out and to inspire loyalty in this consumers, but it can only work in your favour, if your highly demanding, sensitive, and flaky group of consum- marketing team is as present as they are. Represent the ers, your brand will have to be authentic, transparent, brand by posting regular company updates, sharing your real and personal. new products/services, and always reply to the com- ments and interactions your followers leave- be it posi- Brands sometimes do not realise that such can be done tive or negative. with the simplest actions like using consumer profile data when communicating with them, acknowledging Word-of-mouth and real life reviews not only stimulate their past purchases or interaction with your business, repeat purchases but also encourage loyalty within this and recommending relevant products without seeming group. Capitalise on the strong bonds of personal refer- intrusive and repetitive. rals and encourage social sharing. Offer incentives for friends who introduce other friends to your business or Always note: millennials are the least likely to be blindly loyalty program. loyal to a brand.

Meet them on mobile They are least susceptible to mass marketing, and are most willing to modify how they shop, in order to maxi- 39% of millennials surveyed in 2016 alone admitted that they mize the benefits they receive. In this global survey, 60% engage with their smartphones more than they do with people. of millennials are willing to switch brands if it means getting more benefits. In 2017, a study from Statista showed that millennial internet users spent an average of 223 minutes per day In another, U.S millennial consumers voted that regular on mobile devices, up from the 188 minutes in 2016. coupons and promotions are the number one incentive In fact, nearly 50% of millennials surveyed last year reported for them to follow an account. that they check their phone more than 50 times per day.

6 Chapter 1 - Millennial Loyalty 101

7 Chapter 1 - Millennial Loyalty 101

However, note that it is not always monetary or about value-for-money promotions. Though motivated by these one-off factors, unless you are able to consistently offer promotions, this is a short-term solution to a wider picture.

To inspire long-term brand loyalty, let the millennials identify with your brand values and feel a personal connection to the story your brand sells and tells. There should always be a story or an experience behind a product or service if loyalty retention is the end-goal.

Discounts are one thing, freebies are another, but the experience they go through with your brand stays long after a discounted purchase or redemption.

Millennials have access to a wide range of real-time information. It pays to be authentic and sell an experience, rather than competing on regular promotions, which can instead be used as part of a wider strategy.

Experiences matter - The rise of the experience economy

From this Goldman Sachs study, the rise of sharing economy is directly related to the growth of the millennial generation. With everything readily available, there is a trend leaning towards access rather than ownership.

Millenials are less likely to purchase permanent items, and are more likely to invest in experiences than products.

This can be seen from the rise in popularity of car-sharing rides, house-sitting, apartment-renting, and various other services. Therefore, the ultimatum is to create experiences and/or benefits that actually matter to each individual consumer.

Remember: Ownership is secondary. Experiences are primary.

So create experiences. One that keeps them informed, engaged, appreciated and singled-out. The simplest way to go about this otherwise perceived tedious process is the use of effective segmentation.

Have a firm understanding of consumer motivations, buying behaviors and purchase history. This will help in a more accu- rate identification of their needs and preferences, allow you to create more relatable brand experiences, which eventually helps to build up a relationship.

Once a relationship is built, and engaging with your brand is second-nature, half the battle is won. What’s left is to retain these consumers with regular check-ins, updates, and “special- ly for you” messages and promotions.

Just remember, when engaging with this market group, always think social. Whichever campaign you do, ensure it has social sharing value. When the brand association is a positive one, members will voluntarily stay due to the perceived brand value. 8 Chapter 1 - Millennial Loyalty 101 Key Takeaway to capture millennial loyalty

01 Be transparent about your business, and portray authenticity.

02 Excellent customer experiences create opportunities for viral advocacy on social media.

03 Mobile presence is quintessential for optimal attention and engagement.

04 Experiences and storytelling matter more than the physical product.

05 Invest in technology

06 Build a brand story that has social share value

9 Chapter 2 Checklist for the Modern Loyalty Program Chapter 2 - Checklist for the modern loyalty program

Let’s get this straight- merely having a loyalty program today is not enough. What are you doing for your pro- gram that keeps your members there? Here’s a hint, technology helps.

Unfortunately for companies, today’s consumers are increasingly demanding and priggish – and not just millennials. As a result of increasing competitivity in dense markets, companies are always expected to be a step ahead in consumer shopping patterns, and even more so in a loyalty program.

If a consumer signs up for a reward program - they expect to be rewarded, not spammed. Personal data matters a lot to consumers today due to various piracy and privacy issues with the internet landing in the wrong hands. Should you have a loyalty program in place, ensure that all permissions are afore granted by the member before acting on it.

They also expect a different treatment by being a member of a program as opposed to one-off consum- ers.

Exclusivity counts.

Have a streamlined strategy so that member data is stored and synchronised on all consumer touch-points, both online and offline.Make them feel special.

Retaining members today is not as simple as offering discounts and promotions anymore. A transactional relationship can only go so far. 11 Chapter 2 - Checklist for the modern loyalty program

Here we introduce 4 main factors to a value-added loyalty program.

1. Personalisation 2. Partnerships

Every interaction matters. It is likely that your competitors Successful loyalty programs, especially those imple- are doing the same thing as you, for the same people mented by conglomerates, are usually presented as part you are trying to reach. Those that knows to stand out of a coalition program that entwines a family of prod- have a comprehensive customer relationship manage- ucts/services. ment (CRM) game plan by making use of their existing database and all customer facing touch-points to deliver Let’s take the travel industry for example. A typical travel incentives on a personalised level. reward program can bind together participating brands with different offerings — airlines, hotels, and car rentals Having a reward scheme in place does incentivise a — around a common point system that allow program purchase which is psychologically motivating for a con- members to choose how they would like to be rewarded. sumer. However, if the incentives are not of value or With this flexibility, the value of a ‘point’ (or whichever attractive to the consumer, will that stimulate a subse- reward currency used) is immediately multiplied to the quent purchase? consumer.

Personalisation is the game chip for the prize of a mean- It is possible to offer a wide variety of rewards even if ingful relationship, and relationships are built upon your business is not a conglomerate with multiple offer- two-way communication. ings. Sell the idea of increased consumer value and long-term satisfaction to potential partners to bring them With the proliferation of smart technology, companies onboard. are now able to engage with consumers on all touch-points of a consumer experience. That’s not all, When the frequency of loyalty redemption increases as a with the data collected on each consumer (if part of a direct result of increased perceived value, machine learn- loyalty program), you can use this data to analyse their ing will also become better in predicting preferences and behaviour and preferences outside of their relationship can better recommend future offers that are more rele- with you. vant to the consumer.

Technology has long helped companies in capturing This leads to the creation of a tailored recommendation customer data, but the analytical capabilities have paled engine that personalizes the consumer journey with your in comparison. Using the latest technology like deep company. With personalisation, comes increased chanc- learning, computers can do more than just calculate and es of retention. churn out obvious data. Thus, investing in technology for your loyalty program is It can uncover correlations between groups of data sets, very important- and will often prove to be more a bless- which gives you further insights on consumer behaviour. ing than anything. Computer algorithms can comprehend exactly what the data is saying, eliminating much manual work on your Additionally, by co-sharing a loyalty program with other part. A prime example of technology in customer seg- partners, you are able to widen your consumer data and mentation and personalisation are recommendation thus, broaden the data network. The more data you have engines. - the more you know – the more you can do.

The more you know about your consumer, the more advantage you have over competitors who do not know their personal style, preferences, product history and other demographics.

Source: Merkle Loyalty (2017)

12 Chapter 2 - Checklist for the modern loyalty program

3. Social Listening 4. Platform Integration

Social media has long been noted for its effectiveness in Brands need to create an integrated experience consistent reaching much of today’s market, and is vital in any digi- across all channels be it online or offline, elevating the tal marketing strategy. It’s where consumers congregate, overall brand experience for members. When you link up and where they openly exchange information. the data you have on their lifecycle, spending history, purchase frequency, and preferred purchasing channel Those unfamiliar with social listening; it is essentially a (in-store or online), you can then focus on creating the time-efficient way to mark all conversations about your best experience for them. brand on social media, stalk what people are saying about you, so that you know how to react accordingly, The tactics and tools used in customer acquisition, reten- and be pre-emptive instead of reactive when something tion, gathering customer data, driving incremental sales, happens. and building brand affinity – they can all be interlinked to make this a much more simplified process. Thus, easier Thus, it is imperative to track what these consumers are to track. The more platforms or diverging tools you have saying about your brand online, and react to them effec- for your business, the harder it is to manage a seamless tively. Despite your target audience, social media is prob- experience across it all. ably the best tool for an instant reach to your consumers. Another problem for having multiple programs/platforms, 67% of consumers use social media for customer care. is a lack of internal structure, tracking and synchronisa- Rather than talking to a pre-recorded voice on the line, tion of your products and services. they will take to the likes of Twitter or Facebook to post questions, opinions, recommendations, and complaints. By integrating your processes into one, it increases the Note that at least 30% of tweets that mention a brand, level of accessibility your consumers will have to your neglect to directly use or mention the brand’s Twitter products and services. Besides, with the Internet of account. Things (IoT), anything with sensors can be connected. Imagine a seamless inter-connected network where CRM Social listening is a digital tool that not all marketing programs and POS systems are linked, data inter-shared, agencies offer. Beware of agencies that try to sell this and recommendation engines utilised. capability with their manual resources. With the gargan- tuan amount of social conversations on the Internet, you This is all made possible with a dedicated mobile app need a proper social listening strategy before hopping on that maps out all aspects of the buyers’ journey and a this bandwagon. These conversations, textual or visual, customer life cycle. Think of it as a house that stores all are often huge amounts of unstructured data. To sort the components of your business like a little warehouse, through these data takes either a lot of time if done manually, yet also the same hub that executes the strategy or steps or a targeted social listening tech tool which can be expensive. that you have planned to engage your customers and members. Nonetheless, it is worth the investment as it will be quint- essential to a digital marketing strategy. Through the Invest in an integrated experience through technology, data derived from social listening, companies can better and be able to reach consumers at the moments that target a loyalty program to actually address underlying issues. most influence their decisions. Everyone knows the im- portance of going directly to where your consumers are, There is only so much that consumer feedbacks can and statistics have shown that up to 69% of the online provide, and not everyone who are dissatisfied with your audience are browsing from their mobile phones. products or services will tell you the problem directly. Rather, they go on social media to vent. Though the mobile app revolution only started a few years ago, this form of communication and connectivity Catching on to these “unsaid” feedbacks all around the is growing fast with no signs of slowing down. grapevine can help you understand from different per- spectives what your consumers really think about your Better yet, as mobile applications occupy the majority of brand from an organic standpoint. Then, use the data to ‘phone space’, you will have the best execution tool you outline actionable steps to adapt current and future mar- need. Read on to discover the benefits of a mobile app keting or loyalty efforts. that makes the difference.

Another easier and cost-efficient way to track conversa- tions, is to host them. Start a hashtag, create a forum, but whatever it is, make sure your consumers know that there is an avenue online (or on their mobile phone) for them to have these conversations.

The most important takeaway here is to acknowledge that social conversations will happen either way, and your customer service team needs to be proactive in using the data derived from them effectively. 13 Chapter 2 - Checklist for the modern loyalty program Key Takeaway to takeaways of the latest loyalty trends:

01 Make use of technology to personalise your approach with members

02 Create partnerships to increase the value of your loyalty program

03 Strategic partnerships will help to expand your social and network reach

04 Utilise social listening tools to understand what is being said about your brand on social media

05 A singular seamless experience or platform beats having multiple platforms.

14 Chapter 3 Learn to Leverage Technology Chapter 3 - Learn to leverage technology

Why a mobile app may be crucial for a successful loyalty program?

Digital growth in Asia is amongst the highest in the world. There seems to be a mobile app for just about anything today- from social media networks, to finding these net- works, to booking all kinds of classes and even catching virtual pokemons.

If your business has not caught onto this new digital trend yet, you may be missing out on a significant revenue stream.

Granted, there seems to be a new digital trend popping up every other day that gets everyone who is anyone in a state of frenzy- desperate to stand out in a crowded space. That’s not surprising. The bandwagon pattern shifts can be tough to keep up with.

16 Chapter 3 - Learn to leverage technology

The Blue Ocean Strategy The figures are there

Let’s say your business already has its own loyalty 80% of internet users own a smartphone. And mobile program. apps account for 89% of mobile media time, with the other 11% spent on websites. If you’re a small business, it’s likely to be a membership card with newsletters sent out to members from time to 83% of B2B marketers said mobile apps were important time. to content marketing. 91% of mobile users say that access to content is very important and is something If your business is on a larger scale, perhaps you’d have they value while on-the-go. multiple loyalty programs, or one loyalty program running on multiple channels. It is part of human nature to want the simplest solution to any problem. The same goes when choosing brands With the first situation, having your membership tied to and services. The one that is the easiest to relate to, a card is inconvenient for most, especially those with and receive solutions from will probably win out. multiple cards in their jam-packed wallet. That, and the problems that come with the physicalities of an item. In fact, 75% of people say their smartphones have Needing to take it out for use, forgetting to bring it out, helped them to be more productive, according to this losing it, renewing it etc. study done by Google. And this productivity, in turn, has an emotional positivity by reducing anxiety and stress. Besides, there’s no quick, efficient way to reach out to them, unless these members open your newsletters or Why does this data matter? pop into the store in person. Based on the same Google study, one of the motiva- Thus, here we look towards the Blue Ocean Strategy. tions behind mobile is the instant gratification one gets Just like the word itself, think of the ocean. What comes from the instant solutions derived. to mind? Mobile forms of services are increasingly sought-after, not only because it is convenient and instant, but also Space. because it solves many pain points of traditional ser- vices.

Plenty of Space.

The bulk of the strategy is essentially, finding new un- contested space to allow your business, product, or service stand out. How can you stand out in the crowd- ed sphere of the internet?

Well, how about from the most commonly used device to browse the net? 80% of internet users own a smart- phone, with Hong Kong as one of the third leading mar- kets in the world with smartphone usage. It is projected to increase even more in 2018.

Though there’s often no one-size-fits-all solution, there’s a reason why it is still such a popular concept- especially in the minds of consumers. One stop shop, one step progress, do ONE and have it all. It’s simple, direct, fuss-free and gratifying.

That is why having just one platform beats having mul- tiple ones.

It is easier to stand out on one’s mobile phone than in the crowded world wide web. If you can get your app downloaded by a user, you’ve already got much increased visibility for your brand.

17 Chapter 3 - Learn to leverage technology

Features of mobile apps that you can leverage ing if the app provider is able to support AI capabilities throughout the functions currently supported in the app. The features and customisable elements housed within a mobile app gives you- the business, the capability to do 3. Push notifications and instant updates so much more that draws the engagement of your end-users. Targeted push notifications, artificial intelli- The capability of mobile apps to send instant and gence backed recommendation engines, personalised non-intrusive notifications to your app users is a major messages, geo-targeted product suggestions and more. reason and motivation for enterprises and businesses to build one. These push notifications appear on devices There may be billions of mobile apps in the IOS and An- regardless if your app is in use by these users at the droid app stores, but we all know that in daily life, people time of push or not. As long as the app is downloaded on only realistically use a few. Here is how much exactly – a user’s mobile phone, they will be able to receive these 10 apps a day on average or 30 apps on a monthly basis. targeted short messages from your business.

Thus, to ensure that your app is amongst those few, de- Take note; although push notifications are a handy way termine a strategy in place that will consistently allow to ensure optimal visibility of a message you wish to your app content to add value, and provide something push, it may be seen as intrusive if sent out too regularly, new in relation to the consumer life cycle each consumer is at. or if its content is irrelevant to the user.

Let’s have a quick look at the main features that you can Strategically plan your messages, the timing of these immediately capitalise on. messages, and target the push accordingly before send- ing it out. Some apps are designed so that the right 1. Location-based marketing message is sent to the right audience, while with other apps, you may have to manually sort it out. Customise recommendations and updates depending upon their actual location in real-time. This is perhaps 4. Branding and Content more relevant for larger businesses; but by pointing your members to the right place at the right time, you will be Having a mobile app allows you total ownership of your less likely to lose them to competitors just because they branding. The app itself represents your company, and are unable to physically locate your business. the content represents your brand personality. You have total flexibility on what content to display, what functions Even if your business do not have multiple physical outlets, to integrate, and the way your brand app appear to your sharing useful information, tips and hacks based on members. geographical tracking does come in handy and can appear as a thoughtful add-on for these consumers. In fact, having the mobile app icon of your brand app on the app stores and user’s mobile phone display can 2. AI-ready mobile apps triggers brand recognition and top-of-mind product or service recognition. Personalisation and having a physical presence may be great to have, but it doesn't necessarily mean contact 5. Interactive Engagement and communication with a physicality per se. If the digi- tal journey and subsequent touch-points along that Besides the ownership of branding and content, having journey is predictive and pre-emptive enough, your users an app increases member engagement with interactive will not have to crave that physical assurance. interfaces for an immersive experience. This is especial- ly so with a multitude of touch-screen functions today Mobile apps that are able to support artificial intelli- that has specific triggers like swiping, tapping, shaking gence such as deep-learning behavioural models are of the phone and more, that brings up a different func- excellent in its preemptive capabilities and solutions. tion or screen each time. From having recommendation engines that churns out accurate predictions, to facial recognition through video Though it seems preliminary, connecting a physical analytics and vision, you as a business, will be able to do action with an outcome is intrinsically satisfying for the more specific marketing and targeting that will ironically user. For example, in terms of points display for a appear less intrusive to the user. point-based reward program, if the membership tier and points are interactively displayed, it will be more moti- Deep-learning behavioural models can be developed just vating for the user to hit a certain target in order to be a from having a database of your members’ preferences, higher-ranked member. demographics, search behaviour and more, collected and analysed over time. The app’s backend algorithms This is the same concept as with mobile app games- in will be able to learn from these data to predict and make order to pass a certain stage in the game or to acquire a specific recommendations. It will be like having a virtual new “magic power” (think pokemon go), there are special assistant and personal shopper in the device that one on-screen effects that builds a momentum the user will carries everywhere. want to keep. By capitalising on these app functions, there are more opportunities to engage a user, thereby Not all mobile apps are created equal- it is worth check- capturing their attention for longer. 18 Chapter 3 - Learn to leverage technology Key Takeaway on why you should go mobile:

01 Access to mobile app features that cannot be achieved with a mobile web presence

02 AI ready architecture that supports a multitude of more effective targeting

03 Enhance the brand experience with mobile friendly content

19 Chapter 4 Partner Up for Success Chapter 4 - Partner up for success

Resource constraints is often an issue that restricts the potential of a loyalty program.

This can be anything from a lack of manpower, time constraints, other more ‘important’ business goals, and mostly- a concern that having a loyalty program will render the business unprofitable.

Thus, finding partners with the same vision and brand values as yours and working together with them are quintessential to build a solid base. It is not often that a business is able to provide in all ways what its consumer needs.

As an innovation leader and mobile solutions developer, we at MotherApp have seen through dozens of mobile apps. Those that succeed well, have a network of partners that are seamlessly integrated within the app that offers a wide selec- tion of services, and connected information that perfectly complements each other.

Mark Harrington, vice president of marketing for Clutch, advises that there is a fundamental dis- connect with internal marketing or promotional budgets that allocates an upward of 80% to cus- tomer acquisition initiatives, with less than 20% focused on the engagement and experience for existing consumers.

However, it is this 20% effort that will keep your most loyal customers. Thus, it is important to find ways to add value to the consumer journey before In choosing partners for your loyalty program, it is important to they convert and become members, and in time, ensure that you are on the same page as them. Here are brand ambassadors. some quick tips that will help you evaluate the partnership potential of your next project:

- Proven track record

- Years of experience

- Portfolio of similar projects

- Variety of service offerings that complement yours

- Innovative capabilities

- Internal process policies

- Data security and protection (e.g. GDPR compliant)

By understanding the background of potential partners, it will thus be easier and more efficient to catapult the partnership from the get-go and eliminate those that are incompatible with your business objectives.

Execute. Hesitation will get you nowhere. 21 Chapter 4 - Partner up for success Key Takeaway to partner selection:

01 Ensure compatibility of business objectives

02 Scan the portfolio and experience of potential partners

03 Determine capabilities of existing technological architecture

04 Lastly, have a well-thought out marketing strategy in place to portray a unified brand experience online and on mobile

22 To wrap it up…

In a digital world where consumers are well-connected replace manual work, and does it much more efficiently, why and well-informed, it is essential to deliver superior, per- not? sonalised and transparent services and experiences. MotherApp has launched a targeted mobile engagement Consumer loyalty is deeply rooted in the overall experi- platform that connects you with your members through ence with a brand. Thus, create more opportunities to get intelligent digital marketing features. involved and acquainted with the people using your prod- The platform is launch-ready, customisable, equipped with uct or services. the ability to personalise, digitally interact, house a series of partners and back-end integrations and more. Non-monetary benefits, such as status, access, experi- ences, and even the opportunity to be heard, ranks much The best advantage to have with MotherApp’s loyalty solu- higher in importance to loyalty program members than tion is that it is already built and all ready to go, which saves monetary ones in the long-term. much precious time and effort when starting a mobile loyal- ty program for the first time. If your business is looking towards retention, prioritise workload and work on non-monetary benefits more so If you’re interested to learn more, get in touch and we will than monetary or temporary ones. send you a product overview to look over plus a free demo to get familiarised with its features. Jump on the technovation bandwagon, to ultimately save time, resources, and much needed sleep on the things With a mobile solution equipped with deep learning, the that matter. Processes take a lot out of businesses, be it future of consumer relationships is here. Jump on it! big or small. And where there is a technology in place to

23 Acknowledgements

Authors: Stella Lee, Wendy Tam

Design: Eddie Cheung

About MotherApp Founded in 2008, MotherApp is a digital innovation and solution development company, with offices in Hong Kong, China and U.S.

Over the last decade, MotherApp has been developing digital innovation solutions for a wide spectrum of clients, including listed companies, MNCs, government bodies, startups and entrepreneurs etc., to help them increase business revenue, improve customer experience, enhance management and facilitate communication.

Specialities: 1) Digital Innovation Advisory and User Experience (UX) Consultancy

2) Enterprise solution development, with focus on Inter- net of Things (IoT), Artificial Intelligence (AI) / machine learning and video analytics projects

3) Consumer projects and digital business advisory, including award-winning digital projects developed for clients from different sectors, covering web, mobile app, chatbot, mCommerce and loyalty solutions

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