The Customer Engagement Recap – May 2

By Brandon Carter | Updated on May 2, 2014 2:22:00 AM

Finish off this week 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:

  • IPHONE 6 TO FEATURE MOBILE PAYMENTS
  • GameStop Will Close Around 125 Stores, Open Up To 400. Wait, What?
  • Breakage Bad: When a Loyalty Program Stops Being a Loyalty Program
  • T-Mobile signs up more customers in first quarter than rivals combined
  • Coca-Cola or Pepsi: Can You Guess Which Brand Is Tops in Consumer Loyalty?
  • The Six Non-Negotiable Traits of Great Discount Programs

 

  • IPHONE 6 TO FEATURE MOBILE PAYMENTS (PYMNTS.com)

The elephant in the room in the payments world seems to be slowly emerging from the dark corner. Rumors have long persisted that Apple would one day pursue baked-in payments for iOS users. With Passbook and Beacon, they've even taken a few steps toward building out the environment. Now, the final piece - whatever the actual mechanism - is near with the advent of the iPhone 6. Allegedly.

 

  • GameStop Will Close Around 125 Stores, Open Up To 400. Wait, What? (Consumerist)

In "This Week's Sign That Mobile is Consuming Us All," the giant video game retailer is closing down a bunch of stores and increasing their mobile retail presence. What impact will that have on their 10 million+ loyalty program members, many of whom still love LAN parties and console gaming?

 

Have loyalty programs turned into Heisenberg, and alienated those who know and love them while paving a path of destruction all to the way to an untimely demise? That's dramatic, but some have essentially turned against their customers by using breakage as a success metric. The result, like Walter White found, is short-term financial bumps in lieu of long-term customer loyalty.

 

  • T-Mobile signs up more customers in first quarter than rivals combined (LA Times)

We've been tracking T-Mobile's aggressive acquisition tactics closely over the previous couple months, and they appear to be doing quite well. 1.3 million new customers signed up, more than the other major carriers combined. It's a good sign for a company in an industry that holds the highest customer loyalty levels, particularly among millennials.

 

  • Coca-Cola or Pepsi: Can You Guess Which Brand Is Tops in Consumer Loyalty? (Motley Fool)

Spoiler: it's Coke. Sorry.

94% of the world recognizes the Coca Cola logo, and there are only two countries on Earth that don't carry their products. They rank a whopping 97 on the Brand Keys emotional engagement scale. Pepsi is no slouch, however - their products are consumed a billion times every day. Pepsi's runner-up stance is attributed to frequently changing branding and not-as-pervasive sponsorships.

That's a lot of pop/Coke/soda/whatever.

 

In a topic near and dear to our hearts (for obvious reasons), we outlined what needs to happen for discount programs to successfully engage consumers on a continual basis. No, going to the mailbox to open the envelope full of newspaper coupons mom sent you isn't one of them. (Not that we're not appreciative, mom! Use 'em every week!)

Everyone have a splendid weekend! (Find something really creative to do while you're out, like this kid from Jamaica)

 

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Topics: Customer Engagement, PowerDeals, Discount Programs, Viewpoints, Weekly Recaps, loyalty programs, 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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