The Customer Engagement Recap – February 14

By Brandon Carter | Updated on Feb 13, 2014 11:50:00 PM

customer engagement feb 14

Fall in love with the most important news (and news you may have missed) from the customer engagement and loyalty marketing world.

In this week's customer engagement recap:

  • TWILIGHT OF THE BRANDS
  • CVS Tobacco Decision A Lesson in Filtering Loyalty Programs
  • Is the iBeacon party over before it even starts?
  • The 3 Critical Steps That Will Boost Geocommerce Adoption
  • Starwood Loyalty Program Members May Soon Have Keyless Check-in
  • Study: mCommerce Surges 63% Since 2009

 

These pop up every once in a while, articles that proclaim that customer loyalty is dead. He cites the competition among businesses to reach a fiscally-savvy shopper, plus that shoppers ability to sort through gobs of info online. As we've noted before, customer loyalty isn't dead - it's just a lot harder to earn than it used to be. A good product or brand alone isn't enough; you have to win their hearts and minds on an everyday basis.

 

  • CVS Tobacco Decision A Lesson in Filtering Loyalty Programs (Colloquy)

Colloquy, a member of our 35 loyalty marketing pros you need to follow on Twitter list, looks at how CVS' decision to cut tobacco products from their stores could impact their 70 million+ loyalty program members. Most interesting is the back and forth between CVS and their primary rival Walgreens, who launched their own health-focused loyalty program in 2013.

 

Chantal Tode of Mobile Marketer throws a big ole wet blanket on the geocommerce party, but it's not as drastic as the headline makes it seem. Basically, there is a risk of marketers overstepping the ethical boundaries of the technology and segmenting consumer messaging based on factors such as ethnicity and income. It's still very early in this area's lifespan, and like all technology, there will be hiccups and mistakes before marketers and brands learn the best (and most responsible) practices. Speaking of...

 

Access' Kelly Passey identifies three crucial steps that marketers need to take before they expect to see consumer adoption and interest in geocommerce take off. Much like mobile wallet adoption, this area won't get off the ground until retailers come on board en masse.

 

  • Starwood Loyalty Program Members May Soon Have Keyless Check-in (Loyalty 360)

The best loyalty programs give members access to things unavailable to everyone else. Starwood Hotels and Resorts Worldwide is mulling giving their members access to a system that allows them to bypass check-in and access their rooms through their mobile devices. If the idea performs in limited testing, it will roll out worldwide in 2015.

 

  • Study: mCommerce Surges 63% Since 2009 (PYMNTS.com)

Mobile commerce, or people making purchases on their phones, has grown by 63% in the last five years. 40% of smartphone owners made a purchase in 2013, and 55% used their phone to pay in store. Note: research was based on UK respondents, but it still counts as useful in the US.

 

 

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Topics: Mobile Coupons, Member Benefits, Viewpoints, loyalty 360, ibeacon, Weekly Recaps, geocommerce, Timeshare/Resort & Vacation Industry Incentive, loyalty programs, loyalty marketing, mobile commerce, customer loyalty

Written by: Brandon Carter

Brandon is a writer and marketer for Access Development. He's a frequent blogger on customer and employee engagement & loyalty, consumer trends, and branding.

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