Customer engagement is the fundamental aim of every business mobile app. There are a number of techniques to achieve this including a loyalty app. Loyalty apps have amazing user retention as they inspire to come back to the app again and again.
In my own experience, apps with loyalty programs have a better chance of making the cut when I’m searching to “X” some less used applications in favor of more MB space on my mobile device. Let’s face it, it all comes down to price – is it worth the price of the app? – and space – is it worth the space on my phone?
Now let’s examine this for a moment:
Price – If I’m paying for it I’m using it, period. But how successful are apps that charge users to download them? If you’re providing a service, sure I may consider paying. But I will first check to see if some other provider offers the same capabilities in a free app. This will less likely be the type of app offered by companies who want to increase loyalty through a mobile app. Why produce some unnecessary barrier to entry?
Space – There’s no getting around space on your device. There’s only so much space. So even if your app is free, space isn’t. In 2017 over 197 billion apps were downloaded, however, studies reveal that people stick to using only a handful of apps and uninstall apps regularly because they don’t use them anymore.
Features of the best loyalty apps:
-Earn rewards through usage
-Track past purchases
-Integrate in-store experience with mobile app, ex. pay through app, pick up in store & QR code technology for in-store transactions.
These features allow users to take advantage of every purchase with enhances the loyalty and the overall experience. As a consumer, I want to know that every purchase I make, be it through app or otherwise, is captured and I’m rewarded for it. One brand that does this really well is Starbucks. Whether I’m headed to Starbucks during the morning rush and want to order via Mobile Pickup to skip the line, or just happen to be walking past a Starbucks and want to go in and order, the app can be used to complete the purchase, therefore, capturing the transaction and building loyalty points for it. Now, on the flip side, an app that does this poorly would be (don’t say it) Chick-Fil-A. Chick-Fil-A’s app does a horrible job with customer loyalty through their app. They don’t allow the users to pay through the app AND earn rewards doing so. The QR code must be scanned in the store to receive the rewards. Welp! So much for skipping the line.