Programs
Changes to Starbucks Loyalty Program Increased Membership by 13 Percent
Starbucks altered its program to reward based on how customers spend, and it has increased the program’s membership. “The growth in Starbucks’ rewards program also underscores the importance of mobile in helping to solidify its relationships with key customers who are most likely to visit its stores. Loyalty rewards programs are a key mobile marketing strategy, considering that most consumers carry their smartphone with them wherever they go and many are increasingly adopting mobile payments like Apple Pay, contactless payments, and Venmo.”
Customer Experience
Attribute-Based Booking Has Big Implications for CX and Management
InterContinental Hotels Group is changing its reservation system, enabling guests to choose the accommodations they desire and pay accordingly. “Attribute-based booking may sound merely cosmetic. However, the implications can be wide-reaching, requiring a new revenue management system, a new property management system, and a new customer relationship management system.”
India Moves to Ban All Cryptocurrencies, Except Government-Regulated Digital Currencies
India’s government is planning to outlaw cryptocurrencies, citing concerns with fraud. “The ministry of corporate affairs has in its feedback to the department of economic affairs pointed out the sale purchase and issuance of cryptocurrencies such as Bitcoin, Ethereum, and CashCoin, etc. are being done by individuals and companies on false inducements of massive returns.”
BJ’s Restaurants Seeks to Improve Off-Premise Sales Experience
The restaurant chain had an increase in off-premise sales of over 10 percent last quarter, and now, the brand is looking to make those purchases smoother for consumers. “Greg Levin, BJ’s President and Chief Financial Officer, said the company is . . . adding technology for tracking where parts of an off-premise order are in the kitchen and communicating with the customer, such as texting back confirmations and adding geo-fencing to let the restaurant team know when the patron has arrived at the location.”
Data
Study Says 70 Percent of Marketers Use Mobile Location Data for Customer Engagement
“Location data plays a key role in omnichannel sales as 70 percent of marketers use a mobile-first strategy for customer engagement, per a survey that marketing tech firm Blis conducted with WBR Insights and Future Stores and shared with Mobile Marketer.” We’ve seen that customers are willing to give data if they’re confident that it’s being used well, and given that location data can only be given from a mobile-app voluntarily, this study is further proof.