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Building astonishing customer engagement and experience in a world overwhelmed by tons of communication is a huge challenge. More and more companies use mobile apps to create dedicated channels of communication with their clients and establish a bond that can be something more than just messages related to customers’ purchases.
Here’s where loyalty programs with mobile applications come in!
A mobile loyalty program is a strategic initiative implemented through mobile applications to enhance the overall customer experience with a brand — this enhancement encompasses various aspects, such as shopping and customer care interactions.
The fundamental idea behind mobile loyalty solutions revolves around surpassing client's expectations, offering additional perks to users, and establishing a meaningful connection with customers through consistent and tailored communication.
The mobile channel is a versatile platform that enables brands to engage with their clients virtually and through various channels, especially when powered up by a top loyalty management system. Leveraging personalization techniques and carefully crafted push notification messages, brands can reach out to their customers precisely when needed and deliver messaging that resonates with them. As you might surmise, this direct and personalized relationship becomes crucial for brands that distribute products through multiple resellers, ensuring a seamless and unified brand experience.
One of the significant advantages of loyalty programs integrated into mobile applications is the wealth of behavioral data they generate. The insights gained from these programs empower organizations to make informed decisions, tailor their offerings to specific preferences, and refine the overall marketing strategy. In this way, mobile loyalty programs contribute to customer satisfaction and businesses' strategic development and expansion.
Implementing mobile loyalty programs stands out as a key strategy to foster customer exposure, increase customer retention rates, and cultivate unwavering brand loyalty. The multifaceted value derived from loyalty mobile applications extends beyond mere transactions, encompassing tangible and intangible benefits for end-users.
Loyalty mobile apps offer a spectrum of transactional advantages directly tied to product or service purchases. The most prevalent among these are:
Beyond transactional perks, loyalty mobile apps add an extra layer of surprises unrelated to direct brand offerings. Some noteworthy non-transactional benefits include:
In essence, the customer loyalty program enables brands to deliver diverse values, creating an exclusive and enriching journey for buyers that transcends conventional sales and marketing channels. The mobile app channel itself becomes a conduit for accessing these benefits, eliminating the need for clients to carry physical loyalty cards and ensuring seamless engagement with the brand's offerings.
When delving into the realm of mobile loyalty program applications, it becomes evident that these apps come in various forms, each equipped with distinctive features to enhance user engagement.
Below, we'll explain in general terms some of the most popular functions that often find a place in these applications:
While the landscape of mobile loyalty apps is diverse, many patterns lean towards simplicity, often focusing on one or two core assumptions. Whether it's the straightforward accumulation of points or the gamification of user engagement through levels and achievements, these features collectively contribute to the success and popularity of mobile loyalty programs.
Tchibo (Tchibo – Mode, Wohnen, Lifestyle & Kaffee) mobile app is a combination of loyalty program and mCommerce app. It gives access to loyalty cards and personal vouchers, enables mobile shopping, and informs about offers.
Simple, characteristic icons and header pictures in Google Play make it easy to identify the Tchibo brand. Mobile app description is both satisfying to the user and correct in terms of ASO.
Dunkin’ Donuts – Offers (Dunkin’ Donuts perks and rewards) app provides DD Perks program members with rewards and loyalty offers, gift cards, On-the-Go Ordering with mobile pay, menus, and nutritional facts, as well as store locators.
See below how the Dunkin’ Donuts customer loyalty rewards program can increase customer retention.
The Dunkin’ Donuts app store presentation is rather good, with a clean photo, logo, and brand name. The characteristic icon and well-written descriptions are divided into sections. Custom graphics in Google Play strengthen brand recognition.
EQUIVA's transformative journey in the equestrian world is underscored by its innovative approach to customer engagement through the introduction of the EQUIVA mobile app. From their humble beginnings in 2003, EQUIVA has grown into a prominent force with over 80 stores across Germany, Austria, and Luxembourg.Â
The EQUIVA app, a cornerstone of the company's evolution, not only provides a convenient platform for equestrian enthusiasts to access a diverse range of products but also introduces a novel loyalty program — "EQUIVA Friends."
The described program, seamlessly integrated into the mobile app, allows users to stay updated on the latest offers and earn and accumulate "Hearts" with each purchase. These Hearts, serving as a unique currency within the loyalty framework, establish a bond between EQUIVA and its customers.
When users purchase at their EQUIVA store or the EQUIVA online shop, they'll earn two Hearts for every euro spent. As users accumulate more Hearts, they'll ascend through the bonus tiers, unlocking more significant savings — up to a 10% discount on all future purchases. Additionally, users can enjoy exclusive Friends discounts and a special birthday surprise for both them and their horses.
By leveraging the power of mobile technology and gamified loyalty, EQUIVA streamlined the shopping experience and created a more intimate connection with its customer base. The strategic combination of technology and personalized incentives underscores EQUIVA's commitment to evolve with the times and improve the overall equestrian experience for its loyal community.
The icon represents the horse to which the app is dedicated. The app preview consists of screenshots and comprehensive descriptions of the app's main functions.
The Starbucks app is a convenient way to pay in-store or skip the line and order ahead. Rewards are built right in, and the customer collects Stars, for which he or she can earn free drinks and food with every purchase.
Building a customer loyalty program based on the loyalty app connected with payments can strengthen the bond with clients.
Good app store presentation with a clean coffee photo accompanied by a brand name. Characteristic icon and well-written description.
Parents App (Pampers Rewards: Saving & Gifts for Parents) is linked to the Pampers Rewards loyalty program. It enables customers to join the program and grants them 100 points just for signing in. The app's primary function is to scan promo codes available on Pampers products and exchange them for personalized rewards.
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App icon consistent with brand look and feel. Informative application name and description. Preview screenshots contain a description informing loyalty members about core functionality.
The Huggies Rewards mobile app enables scanning and uploading receipts using a smartphone. Customers can also earn extra Huggies Rewards Points without purchasing products, just by reading helpful parenting articles, watching videos, and viewing personalized bonus offers.
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There's a rich description of the application and good-quality screenshots of the application preview, each of which describes the promotion of basic functions
7-Eleven is a simple app created to collect and manage points. A customer is rewarded for buying the food and drinks in 7-Eleven stores. Earned points can be exchanged for rewards of various types. The app also offers access to available promotions and coupons.
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The icon is very informative thanks to its characteristic logo labeled with the brand name. App preview contains screenshots with descriptions, clearly presenting the app's core functions.
Super-Pharm's application consists of all kinds of offers available in Super-Pharm stores. The customer can access a complete list of current coupons and promotions, a map of stores, and personal shopping lists.
An easy-to-identify icon presenting the Super-Pharm logo, consistent with the header picture. Available app preview screenshots include a description of the main features of the app.
Tesco Clubcard mobile app gives users access to vouchers on their phones and allows them to manage the Clubcard account on the go. Customers can collect points with the Clubcard app by scanning the phone instead of a card.
The presentation includes a clear icon with the brand's logo and the name of the benefit program. App preview contains screenshots presenting main functions.
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