Mobile tech enables customer loyalty
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Mobile technology is enabling new customer experiences through increased engagement and transactions via smartphones. While mobile payments are developing rapidly, no single solution has achieved widespread adoption yet. Retailers are uniquely positioned to use mobile to enhance customer loyalty by providing product information, purchase options, and targeted offers. To succeed, companies should anticipate continuing mobile technology advances, focus on enhancing overall customer experience rather than just transactions, test approaches through small pilots, and be flexible given the evolving nature of mobile.
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Mobile tech enables customer loyalty
- 1. Mobile technology The ‘anytime, anywhere’ enabler of customer loyalty
- 2. Mobile payments are hot. Banks, telecoms and non-traditional players are all working on ways to allow customers to pay by smartphone.
- 3. But mobile payments remain a wild frontier. We don’t know who the winners are yet – and we haven’t yet seen a mobile payment solution achieve mass adoption and big success.
- 4. Smart retailers and other organizations understand that the value of the mobile device is much more than its ability to enable purchases.
- 5. The winning mobile paradigm will be the one that delivers the ‘anytime, anywhere’ experience customers demand.
- 6. Here’s what we see happening…
- 7. Retailers will speed up their efforts to use mobile to create new customer experiences and new business opportunities.
- 8. We’ll see retailers team up with other retailers and service providers – forming partnerships and joint ventures to share costs and cut risks.
- 9. Retailers are uniquely positioned to develop effective ways to engage customers through mobile. Governments and companies in other sectors will follow suit.
- 10. We’ll see… • Enhanced mobile engagement – including new loyalty programs and e-coupons. • More product information made available to mobile users to enable them to search for and compare products before they buy – just the way they want it. • Mobile sales capabilities will advance so that customers can not only buy, but choose where to pick them up. • Social media ads and location-based offers will be used to influence store traffic.
- 11. Interested? Here’s what to keep in mind.
- 12. Anticipate the future of mobile tech. Don’t just focus on what smartphones and other mobile devices can do today. Keep on top of the capabilities that are coming.
- 13. Use mobile to enhance the customer experience overall. Don’t only look at mobile in terms of transactional capabilities. Think about how mobile can be used to engage your customers wherever they are.
- 14. Make small bets. 2014 is still going to be a wild frontier when it comes to mobile technology. The winners will likely be the ones who put their customers first, understand their needs and work with others to deliver the solution.
- 15. Be flexible. With so much about mobile technology still in flux, it’s important to be flexible when planning your mobile strategy.
- 16. Be willing to invest, test and tweak. Mobile is big and it’s going to get bigger. It’s a great time to invest in mobile’s potential – but don’t expect to get it 100% right the first time. Pilot your mobile approaches. Test them with real customers. Then use what you learn to tweak, adjust and retest. Small steps now can yield big results in the end.
- 17. To learn more, please contact us
- 18. www.deloitte.ca Deloitte, one of Canada’s leading professional services firms, provides audit, tax, consulting, and financial advisory services. Deloitte LLP, an Ontario limited liability partnership, is the Canadian member firm of Deloitte Touche Tohmatsu Limited. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. © Deloitte LLP and affiliated entities. Designed and produced by the Deloitte Design Studio, Canada. 14-0015T