News

Motorola empowers retailers to mobilize customer loyalty programs

January 11, 2010

The Enterprise Mobility Solutions division of Motorola has announced its Mobile Loyalty Solution – a comprehensive managed service that enables retailers to foster a more personal relationship with their customers and digitize store-branded membership cards on customers' mobile phones. The offering is compatible with the majority of mobile phones in the U.S. market today and aims to provide customers with a more convenient shopping experience, including access to the best offers and discounts on products that interest them.

According to Juniper Research, consumer use of mobile coupons will generate close to $6 billion globally in retail redemption value by 2014. Motorola ‘sMobile Loyalty Solution is the first in a planned series of mobile commerce offerings to help retailers create a great shopping experience for their best customers.

"Consumer use of the mobile phone is evolving – and its importance during the shopping experience is increasing significantly. With a growing number of smart phone users and the enhanced capability of their operating platforms, an era where a constant digital connection via a mobile phone enhances the consumer's shopping experience has begun," said Dana Warszona, global lead for the m-commerce portfolio within Motorola's Enterprise Mobility Solutions division. "From enabling consumers to easily search for product information to completing transactions, the mobile phone has become a business critical tool that retailers must incorporate into their strategy to meet the needs of customers, now and in the future."

An extension to a retailer's existing loyalty program, or a viable option for retailers who wish to create a new loyalty program, Motorola's Mobile Loyalty Solution will enable retailers to proactively send offers and incentives to the customer's mobile phone – eliminating the need for membership cards and paper coupons.

Customers can opt in to the program online or in the store by text messaging a short code to indicate interest in receiving offers on their mobile phone. Consumers then receive a mobile application with a bar code on their mobile phone that acts as the shopper's unique identifier or mobile loyalty card and can be scanned at the point of sale (POS). By mobilizing the card, retailers are afforded the opportunity to increase program participation, and shoppers are rewarded with special offers, more convenient access to customized coupons and a quicker check-out experience.

"Kerr Drug recognizes that accessibility to product information, services and discounts is critical to maintaining customer loyalty," said Bill Baxley, Kerr Drug's senior vice president Merchandising and Marketing. "In a few weeks we will be launching Motorola's Mobile Loyalty Solution as part of a larger Kerr Reward's program. It's a critical piece because it will let us speak directly to shoppers with targeted digital coupons and offerings to help us foster a stronger relationship with our customers."