Loyalty programs are structured social marketing efforts that reward, and therefore encourage, loyal visiting and buying behaviour. This targeted and incentivized behaviour should be beneficial to both customers and companies.
In terms of loyalty, understanding pre-purchase moments is more important than the purchase itself: customers want to be recognized and perceive their interactions with a brand are valued more than just for the purchase they make.
When planning a new app, the current trend is to keep it simple and focus on its effectiveness to meet business objectives
Multi-purpose apps are progressively being abandoned as connected-consumers increasingly favour micro-interactions with specialised apps. One of the most eloquent illustration of this trend is Facebook’s “unbundling strategy”. The social media giant is moving away from multi-purpose apps (which they call “the portal syndrome”) and is now acquiring or developing a network of specialised apps, with very specific sets of functionalities: Paper, Instagram, Whatsapp to name a few.