Survey: Mobile loyalty members prefer SMS

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By: RickFerguson |

Posted on September 27, 2016

Survey: Mobile loyalty members prefer SMS

A new survey from 3CInteractive reveals that removing friction from mobile loyalty applications will become a top 2017 priority for marketers. Loyalty programme takeup likewise stands at the top of the list of mobile marketing goals amongst marketers surveyed. The big surprise: despite the capabilities of our fancy new smart phones, consumers still prefer to receive loyalty communications via SMS.

Money quote from the 2017 Mobile Marketing Planning Guide:

"The results revealed that 70% of consumers do not sign up for a loyalty programme due to the inconvenience and time required to complete registration. However, the solution may be simple. In the same survey, 72% of consumers said they would be more likely to sign up for a loyalty programme if the process was simplified by text message. And once in that loyalty programme, it’s clear that the consumer’s engagement channel of choice was also text messaging.

"Text messaging (48%) ranked twice as high as email (22%) and apps (20%) when consumers were asked how they would like to receive loyalty communications. It’s important to note, however, only 21% of the brands surveyed currently use text messaging for such communications."

Another key finding: When asked what their primary objective is for their 2017 mobile initiatives, marketers listed loyalty acquisition (19%) at the top of their list. Sounds right to us; with share-of-wallet switching swiftly to share-of-phone, investing your mobile marketing dollars on building stronger, more sustainable relationships with your best customers is a Wise Marketer-approved strategy.

Download the 3CInteractive report here.

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