Mobile Loyalty - overview
Mobile Loyalty 2008 - First of a Kind project with Large Grocer
What
- Deliver personalized coupons to shoppers on their personal phones soon after shopper enters store and advertises his or her presence.
- Coupons can be redeemed at the cash register at the end of the current visit.
Value
- Most shoppers now have cell phones, store costs can be low – no $1000 shopping carts
- Targeted coupons can increase customer loyalty – some people have no time for coupon clipping, also no “clipping coupons” stigma
- TShoppers want instant gratification, not collect coupons for a future visit
- In store coupon programs possible – customized to current inventory and demand
- Shoppers can preserve privacy if they wish – they are not tracked
- Reduce coupon mailing costs and support green initiatives
Components
- SMS Pushing Service
- Currently used to push summary of coupons
- Can be used to push arbitrary messages to enrollees
- Enrollment Service
- Used to store enrollee information
- RFID Tag ID
- Card ID
- Household ID
- Mobile Phone Number
- Customer Tracking Service
- Tracks recent visits
- Used to remember which coupons sent
- Can be extended to remember various notifications sent
- Business Logic Interaction Service
- Currently used to retrieve current Mobiloyalty Offers from offer repositories
- Can operate against backend web service, or sandbox file
More details can be found in IBM Research Report RC25236
Mobile Devices Meet Customer Loyalty (First of a Kind (FOAK) Project Summary, Alan Cole, Scott McFaddin, Chandra Narayanaswami, Alpana Tiwari, IBM RC25236 , 2011