A new marketing paradigm has hatched, and it’s growing. Where there was once division between marketing and IT teams now there is unity. Where technology once struggled to meet marketing objectives without clear attribution, now it’s deployed to support business goals with rich analytics.
Earlier this month T-Mobile rolled out their “T-Mobile Tuesdays” app, designed to surprise and delight customers with new freebies and perks each week. A couple weeks ago a deal offering free Domino’s pizza delighted customers so much that the pizza chain had to pull out of the promotion due to the overwhelming demand. According to TechCrunch, Domino’s couldn’t handle the increase in order volume (Domino’s stores generated three to four times the volume of typical sales for a Tuesday).
You’re convinced your loyalty program stinks. Your biggest competitor's program has a far greater value proposition (not to mention, they just launched a beautiful mobile app while your churn rate jumped 5% last quarter). You feel like the CEO is breathing down your neck to really up your game. You worry that you are late to the technology shift. You’re unsure what technology solution is right for your organization. There are so many options. Don’t worry. You're not in over your head. Your loyalty program is probably not an unmitigated disaster. It just needs direction, aim and a mobile-first approach. The key is to start.