PPB August 2016

FAST

FORWARD

64 •

PPB

• AUGUST 2016

THINK

MARKET SHARE

Mobile marketing services provider 3Cinteractive conducted a

survey that reveals 52 percent of consumers surveyed would be

more inclined to purchase from brands that offer mobile loyalty

and reward programs. It’s not surprising, considering that 48 per-

cent of the consumers who responded also say they prefer loyalty

communications via text message.

However, 65 percent of the brand marketers polled revealed

they either lack IT support or don’t know how to create mobile loy-

alty options. And it’s not that brand marketers fail to see the bene-

fits of mobile engagement: 71 percent of them believe having

mobile-enabled integration drives growth and engagement for a

brand’s overall loyalty program.

“The disconnect between what consumers want from mobile

loyalty and what brands are committing to building is stunning

because it represents millions of dollars of missed opportunity for

these brands,” says Margie Kupfer, vice president of marketing for

3C. “The brands that can be first to deliver on these wants and needs

will be positioned well to take market share from their competition.”

Missing Out On

Mobile Loyalty

TODAY’S CONSUMERS are ready to prove

their brand loyalty through mobile means, but a

recent study has found that many brands simply

don’t have the infrastructure to support mobile-

enabled loyalty programs.

By Jen Alexander

REWARD PROGRAMS AREN’T PUTTING DOWN WHAT CONSUMERS WANT TO PICK UP