Forecourt Trader - 30 years at the heart of the fuel retailing community

Loyalty action plan

17 December, 2012
Page 20 

Mobile marketing agency Sponge has released a 10-point action plan outlining how retailers need to evolve their loyalty programmes to connect with smartphone-enabled shoppers.

The plan is part of a new white paper which explores how the mobile channel can re-energise loyalty schemes, changing retailers' approach to gaining customer allegiance and challenging perceived wisdom. Among the advice is 'audit your mobile database', 'prioritise mobile data', and 'commit to the cross-channel future'.

The white paper also investigates how empowerment is the new currency of loyalty, and the importance of personal recognition, contextually relevant information and entertainment in securing loyal customers.

Phil Gault, author of the white paper and director of strategy at Sponge, said: "The rise of mobile creates significant opportunities to make loyalty schemes work harder."

The 10-point action plan for retailers is on page 38 of the white paper, which can be downloaded for free on Sponge's website.

020 7612 1910

www.spongegroup.com





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