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© 2014. All Rights Reserved.
CUSTOMER LOVE GOES MOBILE
1 // CUSTOMER LOVE GOES MOBILE
The fight for sustainable customer
relationships is moving to mobile
devices, which means choosing the
right mobile payment and loyalty
platform for your brand is one of the
most important decisions you will
make. The number of options can be
overwhelming. What follow are some
considerations that can help you
choose a mobile platform best aligned
to your business.
2 // ANALYTICS
Look beyond the laundry list of data
capture and reporting capabilities –
consider which platform offers
reporting that helps build strong
relationships. Home Zip code data can
influence local media choices. A look at
time of purchase, tied to specific SKUs,
can help with inventory control and
product flow. Similarly, reports should
be easy to access and reflect what the
business needs to monitor, not what
the system is capable of monitoring.
3 // COSTS
The fees a vendor charges, whether
for processing payments or any other
functions, shouldn’t destroy margins
4 // CUSTOMIZATION
The system should be able to reflect
your brand. At a minimum, it should
acknowledge your customers as yours,
and not as (or as well as) participants
in a third-party program.
5 // DATA
The data points captured by the
system should be granular and
relevant. Marketers should clearly
define who has access to information
captured by the system – especially if
the system is part of a multi-vendor
program and other merchants might
have access to your data, even on an
aggregated level.
6 // FACILITY
The point-of-sale system should be
intuitive. A new employee should be
able to pick it up easily, and not get
flustered when dealing with a line of
impatient customers.
7 // FLEXIBILITY
A vendor should be willing to provide
access to the system away from the
valuable space at the checkout counter,
if appropriate to the business model.
8 // GEOGRAPHY
If appropriate to your business, the
system should support maps and
direction capabilities
9 // GRAPHICS
For some industries, such as floral,
real estate, and travel, high-res
images are essential. Systems should
support these images as appropriate.
10 // INTEGRATION
The system should seamlessly tie in
with inventory, marketing, advertising,
financial, and other functions as
desired.
11 // INTERFACE
The mobile experience is a speed
experience, and the point-of-sale
experience is even faster. The user
interface should be easy to use for both
customers and merchants, and should
meet the marketer’s goals – purchase,
order placement, information, or
whatever else – with a minimum of
clicks or scrolling. Always remember
that the mobile experience is vastly
different from the web experience.
12 // LOCATION
Even companies that don’t currently
run location-based campaigns
should have the option of quickly
ramping up these types of efforts.
The ability to awaken need in
potential customers when they are
near an establishment is one of the
unique features of mobile
marketing.
13 // LOYALTY
Mobile systems should reflect every
aspect of preexisting loyalty
programs, from points accumulation
to redemption to account access.
Third-party aggregators should
effortlessly feed their information right
into loyalty program data repositories
– and any other systems deemed
appropriate.
14 // MARKETING
The system should support the
types of channels appropriate to the
business, including email, SMS, and
telephone. All relevant information
(not just contact data) from it
should flow effortlessly into the
campaign management system, if
that system is not part of the
vendor’s offering.
15 // SECURITY
Whether PIN-enabled, biometric, or
security coded, customer information
– especially if it is tied to their money
– must be secure. Few people can
identify the underlying software
vendor from the most publicized data
breaches.
For a deeper look at mobile payment and loyalty
marketing, read “Going Mobile” on
www.aimiainstitute.com
© 2014. All Rights Reserved.

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Customer Love Goes Mobile

  • 1. © 2014. All Rights Reserved. CUSTOMER LOVE GOES MOBILE
  • 2. 1 // CUSTOMER LOVE GOES MOBILE The fight for sustainable customer relationships is moving to mobile devices, which means choosing the right mobile payment and loyalty platform for your brand is one of the most important decisions you will make. The number of options can be overwhelming. What follow are some considerations that can help you choose a mobile platform best aligned to your business.
  • 3. 2 // ANALYTICS Look beyond the laundry list of data capture and reporting capabilities – consider which platform offers reporting that helps build strong relationships. Home Zip code data can influence local media choices. A look at time of purchase, tied to specific SKUs, can help with inventory control and product flow. Similarly, reports should be easy to access and reflect what the business needs to monitor, not what the system is capable of monitoring.
  • 4. 3 // COSTS The fees a vendor charges, whether for processing payments or any other functions, shouldn’t destroy margins
  • 5. 4 // CUSTOMIZATION The system should be able to reflect your brand. At a minimum, it should acknowledge your customers as yours, and not as (or as well as) participants in a third-party program.
  • 6. 5 // DATA The data points captured by the system should be granular and relevant. Marketers should clearly define who has access to information captured by the system – especially if the system is part of a multi-vendor program and other merchants might have access to your data, even on an aggregated level.
  • 7. 6 // FACILITY The point-of-sale system should be intuitive. A new employee should be able to pick it up easily, and not get flustered when dealing with a line of impatient customers.
  • 8. 7 // FLEXIBILITY A vendor should be willing to provide access to the system away from the valuable space at the checkout counter, if appropriate to the business model.
  • 9. 8 // GEOGRAPHY If appropriate to your business, the system should support maps and direction capabilities
  • 10. 9 // GRAPHICS For some industries, such as floral, real estate, and travel, high-res images are essential. Systems should support these images as appropriate.
  • 11. 10 // INTEGRATION The system should seamlessly tie in with inventory, marketing, advertising, financial, and other functions as desired.
  • 12. 11 // INTERFACE The mobile experience is a speed experience, and the point-of-sale experience is even faster. The user interface should be easy to use for both customers and merchants, and should meet the marketer’s goals – purchase, order placement, information, or whatever else – with a minimum of clicks or scrolling. Always remember that the mobile experience is vastly different from the web experience.
  • 13. 12 // LOCATION Even companies that don’t currently run location-based campaigns should have the option of quickly ramping up these types of efforts. The ability to awaken need in potential customers when they are near an establishment is one of the unique features of mobile marketing.
  • 14. 13 // LOYALTY Mobile systems should reflect every aspect of preexisting loyalty programs, from points accumulation to redemption to account access. Third-party aggregators should effortlessly feed their information right into loyalty program data repositories – and any other systems deemed appropriate.
  • 15. 14 // MARKETING The system should support the types of channels appropriate to the business, including email, SMS, and telephone. All relevant information (not just contact data) from it should flow effortlessly into the campaign management system, if that system is not part of the vendor’s offering.
  • 16. 15 // SECURITY Whether PIN-enabled, biometric, or security coded, customer information – especially if it is tied to their money – must be secure. Few people can identify the underlying software vendor from the most publicized data breaches.
  • 17. For a deeper look at mobile payment and loyalty marketing, read “Going Mobile” on www.aimiainstitute.com © 2014. All Rights Reserved.