Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

What's needed to build greater Mobile Loyalty

When you consider that the penetration of smartphones in some developed markets is reaching 60%, it's unsurprising. Smartphones are now a staple in the lives of consumers - so it is essential for e-commerce brands to put mobile at the forefront of their future strategy. And the rate of adoption of mobile technology is only increasing; in Taiwan 62% of consumers made purchases via mobile, an increase of 34% since 2012.

So if consumers are going mobile for their retail experience, associated loyalty and reward programmes should be there too.

First, mobile gives brands the opportunity to integrate loyalty programmes into the lives of members in a more seamless way than has ever been possible. Consumers already expect their loyalty points and rewards to be integrated into their mobile wallets; according to Forrester research, 57% of American smartphone users have this as an expectation.

What's more, 59% of UK connected consumers would likely take up an offer made via their smartphone if they are part of the brand's loyalty programme. Clearly, there is already a desire and willingness from programme members to utilise mobile as part of their programme experience.

It's also important to consider that developing countries, such as Brazil, are seeing exponential growth in m-commerce. These counties are bypassing traditional e-commerce platforms of laptops and desktops and going straight to mobile - so the need for a mobile-focused loyalty offering will only become more important.

Second, mobile creates an opportunity to greatly improve the user experience. With mobile as an integrated part of their loyalty offering, brands can easily create a joined-up loyalty experience for their members. The 'always-on' nature of smartphones allows consumers' far greater accessibility and control over their interaction with brands, yet another benefit to the end user. Consumers now do product research, price comparisons and access shopping lists on mobile - all important steps in the buying process.

Ultimately, having a mobile-ready platform means that members can interact with your brand anytime, anywhere - something brands should be ready to take full advantage of, with personalised real-time offers directly to the relevant demographics.

"Mobile is essential to all B2C brands now, and will only become more so in the future," concluded Martin. "Failing to adapt could risk driving consumers to mobile compatible competitors, whereas investing in a mobile compatible loyalty commerce platform will ensure that your programme is future proofed for what is a rapidly changing market."

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)