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Mobile Critical for Deeper Customer Relationships: Ramsey
Mobile enables merchants to have a deeper relationship with their customers, Bill Ramsey, vice president and general manager, mobile payments, for Apriva told Mobile Marketing & Technology today.
Ramsey will be a member of a loyalty panel for the Mobile Marketing & Technology Spring 2013 Mobile Payments Conference, April 10-11 at the Helen Mills Event Space and Theater in New York City.
Mobile payments and loyalty programs can be linked together through mobile wallets, Ramsey explained. The mobile wallets will have registered credit cards, loyalty program and other information, that are easy to track, use and dynamically provision in a way that plastic payment cards don’t permit.
Mobile wallets enable merchants to track frequency of visits, and, if the customer permits, can also provide the merchant with notification when a customer is near a location. This enables the merchant to incent a customer in a dynamic way. For example, if a coffee shop “regular” hasn’t been in the establishment in a few days and is in close proximity, the merchant can push out an enticing offer that takes into account the customer’s past purchase history.
When the merchant uses the available data from the customer’s history, the merchant can also ensure that any offers are personalized, which further deepens the customer relationship and customer loyalty while also helping to ensure that the customer accepts the offer – which boosts sales.
Trust is a critical underlying factor for mobile marketing and loyalty programs. The merchant needs to earn the customer’s trust that he won’t be inundated with irrelevant messages and offers, Ramsey added: “There’s a threat of loyalty and offer fatigue.” The merchant has to be patient enough to deliver the right offer and the right time, and not just any offer at any time.
2013-03-06 16:48:05
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