Personalization is the key component to mobile and everything we do with mobile. Finally the individual's specific likes & dislikes can be dealt, eliminating the clutter and noise of mass volume marketing. A personalized experience in an app, content relevant to the person behind the phone, information that matters, all become possible via mobile.
Loyalty programs now have the opportunity to take the next step in the evolutionary process and become relevant to the individual.
The folks over at Loyalty360 have produced an article describing this and have made it available on Dunnhumby.
http://www.dunnhumby.com/insight/using-technology-to-get-to-the-next-stage-in-the-loyalty-lifecycle/
Here is a snippet from that piece:
Businesses have an enormous opportunity today to propel their loyalty strategy into the next realm of customer engagement. This next realm is also the next stage in the loyalty lifecycle, one where the customer engages with a brand and a business emotionally. It is a loyalty closely tied with a customer’s identity, what they find meaningful and what they value. In this next stage, shopping at a retailer or purchasing a brand isn’t just about reliability or convenience. It enables a deeper, more fulfilling experience for the customer, and in return, the brand benefits from a fiercer advocate.
Happy reading,
J.W. Gant
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