I recently conducted a poll of managers and senior managers across a range of industries to find out which mobile-based method of loyalty reward appeals the most to consumers.
My objective was to find out whether there was real scope for free mobile top-up (free call minutes, free texts or free downloads) to be offered to consumers for each purchase they made in retail (or online) stores. The benefit of this approach for the retailer (the encouraging of loyalty apart) is that it's a scheme that easy and cost efficient to operate.
The findings from the survey were interesting. The base was 57 managers and senior managers.
57 said they would prefer free mobile top-up in the form of call minutes as a reward for brand or store loyalty above all other rewards proposed. Less than 1% said they'd prefer free text top ups (possibly because the value of a text is deemed quite low and most phone packages provide more than enough free texts anyway - maybe a question for the next survey).
14% said free mobile ring tones, games or wallpapers/themes would entice them to stay loyal.
Only 1% said they'd prefer a voucher giving them money off their next purchase. This could be so low because consumers are still relating to traditional paper vouchers which get filed in the kitchen cupboard and only see light of day when a spring clean takes place by which time they've expired. Mobile vouchers may change this perception, providing they're delivered to the phone in a timely and personalized manner (that is, they add value for the recipient in what tasks they are undertaking at the right time in the right place).
28% said their loyalty decisions are not influenced by any of the rewards proposed, which I personally expected to be higher in the demographic surveyed.
This was only a relatively small sample of a narrow demographic, but makes interesting reading none the less and concludes that there is scope to offer free mobile call minutes and downloads as purchase rewards.
If you think your customer loyalty could be increased by offering free mobile top-ups, please get in touch and I can pull together a proposal for you (visit the website).
If you want to use this mini-survey in your own business plans etc, please do so but please reference Innovativo in your report and remember that it's only a relatively small sample in a narrow demographic.
My objective was to find out whether there was real scope for free mobile top-up (free call minutes, free texts or free downloads) to be offered to consumers for each purchase they made in retail (or online) stores. The benefit of this approach for the retailer (the encouraging of loyalty apart) is that it's a scheme that easy and cost efficient to operate.
The findings from the survey were interesting. The base was 57 managers and senior managers.
57 said they would prefer free mobile top-up in the form of call minutes as a reward for brand or store loyalty above all other rewards proposed. Less than 1% said they'd prefer free text top ups (possibly because the value of a text is deemed quite low and most phone packages provide more than enough free texts anyway - maybe a question for the next survey).
14% said free mobile ring tones, games or wallpapers/themes would entice them to stay loyal.
Only 1% said they'd prefer a voucher giving them money off their next purchase. This could be so low because consumers are still relating to traditional paper vouchers which get filed in the kitchen cupboard and only see light of day when a spring clean takes place by which time they've expired. Mobile vouchers may change this perception, providing they're delivered to the phone in a timely and personalized manner (that is, they add value for the recipient in what tasks they are undertaking at the right time in the right place).
28% said their loyalty decisions are not influenced by any of the rewards proposed, which I personally expected to be higher in the demographic surveyed.
This was only a relatively small sample of a narrow demographic, but makes interesting reading none the less and concludes that there is scope to offer free mobile call minutes and downloads as purchase rewards.
If you think your customer loyalty could be increased by offering free mobile top-ups, please get in touch and I can pull together a proposal for you (visit the website).
If you want to use this mini-survey in your own business plans etc, please do so but please reference Innovativo in your report and remember that it's only a relatively small sample in a narrow demographic.
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