Adrian Weidmann

Retail TouchPoints: Forrester Research Highlights Impact of Location-Based Marketing

February 7, 2012

FROM RETAILWIRE:
A recent Forrester Research survey indicated that 114 million U.S. smartphone users employ check-in services. Forrester predicts that number will grow to 159 million by 2015. What type of offers, incentives or rewards do expect will drive mobile check-ins for retailers in years ahead?      [more...]

The Forrester research unveils the fact that 50% of the 'check-in' users surveyed said they only visited a store after they received an offer via their mobile device. These offers are typically a financial incentive in the form of a discount or coupon and rarely the basis for an ongoing relationship. The majority of these offers are seized by opportunistic buyers and rarely develop into long-term brand commitment or valued loyalty. Menard's has developed an interesting and apparently successful model whereby the loyalty reward program is founded upon in-store credits as opposed to product discounts. This may be a better way to maintain the brand value while still rewarding your consistent customers. The goal here is to reward your recurring customers and not your opportunistic shoppers.