By: Don Prentice
Now is a good time to step back and take a quick look and assess whether your company is maximizing the potential of today's mobile customers.
One thing for sure is that a single customer program most likely will not connect with each of your mobile customers. Today's market requires that we bring all customers to our company club list and retain them.
For instance, if your rewards program or eclub is email based - most likely 18-23% of your mobile customers will never view your announcement or offer. Or if you're still using email for your birthday wish, this valuable message will not be seen by 70% of your customers.
Here's a checklist of to assess your current customer programs to see if you are targeting mobile customers effectively. Where do you stand? Do you have an EXCELLENT or POOR program?
EXCELLENT: You allow customers to "grab" your coupons from your website and automatically send them to their mobile wallet. Customers also receive a text reminder before your special offer expires.
POOR: You are relying on emails to feature your promotions. You are most likely seeing an 18-20% open rate at best. Customers cannot save your offers to their phone wallet and your offers are often lost and difficult to find.
In-Store Customer Sign up (Club Opt-ins)
EXCELLENT: Customers can easily sign up and are added to your mobile list from their phone using your company keyword. Better yet, you have an in-store kiosk (hardware) that invites customers to simply enter their phone number to join. Customers should be able to sign up in a matter of seconds. They should not be required to fill out a long form. Give your customers a GOOD reason to sign up and provide them an immediate reward to their phone wallet.
POOR: You're requiring your customers to go to your website to join your email list. You have limited store signage on how to sign up and you make them respond to a number of questions. 56% of millennials report that they will not finish joining a club if there is too much information required or it is not clear what they are signing up for.
Website Banner Specials
EXCELLENT: Banner ads on your website are great for online orders, but what if you want to make sure customers remember your ad if they want to place an order later? Make sure you are allowing customers to "grab" your offers from your website and automatically forward to their mobile wallet. Customers also receive a text reminder to redeem the offer before it expires.
POOR: You are promoting your specials only on your website. Customers cannot save your offers to their phone wallet and your offers are often forgotten.
Birthday Clubs (Wishes)
EXCELLENT: A friendly Birthday Wish can go a long way towards repeat business. You are texting their birthday wish directly to phone. It's more personal than an email. Emails greetings can feel like "templates". Plus, 97% of your customers will view your birthday wish via text within 10 minutes of receiving it. You should link a special offer for their special day to your text message with an invite to bring friends and family into your business to celebrate.
POOR: You're emailing your customers a birthday wish. Studies show that only 12-18% of birthday messages sent via email are actually viewed. Some are lost in a sea of other emails minimizing the program and the ability to book their business.
If lately you're not thrilled about your programs, it's probably because you're not targeting your customers properly. It's always a good idea to assess and measure the results of your customer programs.
Mobilizing your customer programs is about getting to ALL of your customers before the competition.