Maritz Canada presentation about the

1. Loyalty
Mobile Marketing Day
October 13, 2010
Ariela Freed
a Mobile Users Guide Mobile Marketing Strategist

2. A marketer’s obsession

11. True Loyalty is elusive. It can’t be forced. It may be
coerced. It creates a resistance to competitive
offers when it is self determined and relevant.
When I as a consumer knowingly evaluate my
options and decide to visit, buy, share, recommend,
blog (positively), tweet and repeat, with or
without an aid to the process… that is loyalty.

12. There are two ways to affect loyalty
1. Understand the customer
2. Offer value (that they value)

15. 86%
of Canadians are members of a loyalty program.

16. +9
active programs per household

17. 114MM
active memberships in Canada

18. 80%
find communications from loyalty programs to be impersonal

21. Mocial* bridges this break. And then some.
*Mocial is the intersection of mobile and social media. They
exist separately but their power really takes off together
because so much of how we interact with each other is in
the moment and on the go, closer to the moment of truth.

22. Consumer Benefits Marketer Benefits
No more papers/cards to forget Increased usage/redemption
Personalized and relevant Location aware and time sensitive
Increased insight & feedback; bypass
POS hurdles
Find anything, anywhere, anytime Always available
Drive to retail/immediate purchase
Instant/near real time
Communicate with friends/network Propagation
Ease of use Transaction mechanic
Added value Increased sales

23. “ Maritz Research found
64%
would like to use a smartphone to collect points or
receive discounts instead of traditional methods
50% would like to loyalty program informationtrack points
balances and
download an application to
30% have downloaded a retail mobile application
52% of Millenials strongly appreciate communications from
brands through the mobile channel
“

24. Depending on your
objectives and
consumer wants and
needs, there are a
lot of mobile tools
to choose from.

25. Discount

27. Geo-Location

29. Mobile
Wallet

31. Engagement /
Information

33. Transaction

35. Sales
Enablement

37. Best Practices Exemplified

38. Make Friends
With Engage
BlackBerry

42. Starbucks
Experiment
Mobile Payments

43. Sephora To Go Integrate

44. If Loyalty Can Be Better with Mobile,
Why Isn’t It Everywhere?
Mobile is (relatively) new
Some companies are first movers and some are
wait and seers
<100% reach
Require multiple touchpoints to reach the market
for the near future
Organization structure
Division of Mobile and Loyalty responsibilities
Mobile is not an island
Mobile is part of a bigger ecosystem involving
integration and technological changes

45. Delivering on the first promise:
customer understanding and value!
More extensive experimentation
Deeper integration with existing
loyalty programs
Oh yeah, and contactless trials

46. This marketer’s obsession.

47. Thank you. Any questions?
Ariela Freed
Mobile Marketing Strategist
Maritz Canada
ariela.freed@maritz.com
647.272.3841
Twitter: @mobiela