MERCADEO Versión en español
Clear strategies trace the path of successful applications
Maye Albornoz| 26 de mayo de 2015
Starbucks dio un paso en la generación de fidelidad con una aplicación innovadora en alianza con Spotify
In an age ruled by smartphones, cards to generate consumer loyalty are a species in extinction. On the other hand, their successors, digital applications, have proliferated to a point where they threaten with saturating consumers.To have clear strategies and defined goals seems to be the path of advertisers who consider it important to implement the use of Passbook for their clients users of Apple, Google Wallet for Android users or developing mobile applications associated with their brand. For Ken Morris, Director of Boston Retail Partners, these options do not guarantee the acceptance of the efforts: Only very frequent buyers invest in the effort of downloading loyalty programs that retailers offer”, he said.Sean Claessen, Executive Strategy VP and Creative Director at Bond Brand Loyalty, assures that applications must be useful and be clear as to how they are used and what for. For the Starbucks chain it has worked to count on an application that goes beyond offering discounts. Recently, they established an alliance with Spotify to integrate transmission of the music service with the chains compensation program, so that consumers can choose what they listen to. Other alternatives to generate loyalty are strategies that involve free Wi-Fi connection, geotracking, development of games and SMS applications.Experts assure that intelligent brands must implement mixed mechanisms and evaluate which adapt better to consumers they want to reach with their messages.
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