Mobile is the biggest thing to hit retail since the barcode scanner. Marketing teams have been scrambling for ways to make the most of the opportunity, but most initial efforts have been focused on coupons and apps rather than adding real value for the shopper.
Fifteen years ago, interest in loyalty programs was at a similar zenith, but recent research suggests that the execution fell woefully short of the promise. Most shoppers belong to at least one supermarket loyalty program, but other than getting the “member price....