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Consumers Want Mobile Loyalty Programs But Industry Lags Behind in Offering Them

Marketing & Promotion 9,640 views
Posted Friday, June 24, 2016 by STUART PARKERSON, Publisher Emeritus

Consumers Want Mobile Loyalty Programs But Industry Lags Behind in Offering Them
3Cinteractive (3C) has released the results of a new mobile-enabled loyalty program study which shows a disconnect between what consumers want and what mobile infrastructure brands are investing in for 2016. The full analysis is available in a new white paper, “The Disconnect Between Brands & Consumers in Mobile-Enabled Loyalty Programs”.

3C presented a mobile loyalty survey to 3,000 consumers and brand marketers during March 2016 to analyze the state of current mobile-enabled loyalty programs. The study shows that 52% of consumers polled said mobile loyalty rewards and benefits motivate them to purchase more often. 

However 65% of brand marketers say they either lack the IT resources for mobile loyalty integrations or admit they lack the knowledge on how to launch a mobile loyalty program. This is at odds with the 71% of brand marketers that say having a mobile-enabled integration drives moderate to significant growth and engagement for their overall loyalty program. Additionally, 84% of brand marketers see a mobile-enabled loyalty program as a key differentiator to their overall loyalty strategy.  

Approximately 48% of Consumers prefer mobile loyalty communications via SMS and text; 22% for email; 20% through app notifications and just 8% for direct mail. 40% of consumers say overall rewards motivate them to join a loyalty program, yet only 12%-15% of marketers would leverage communications to deliver offers and coupons.

The company has also provided its most recent monthly “Mobile Trends to Watch” analysis that takes a look at the rise in Bluetooth Low Energy (BLE)  beacon deployment fueled by location aware marketing opportunities; the increasing impact of mobile coupons; and a look at the battle between iOS and Android following Google and Apple’s recent developer conferences. You can check out the analysis at the link below.


READ MORE: http://www.3cinteractive.com/blog/mobile-trends-wa...




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