How to use your company’s loyalty apps to gather customer data

By our News Team | 2022

With the increasingly urgent need to find ways to obtain first-party client data, loyalty apps could provide one solution.

As African marketers ponder the imminent arrival of a digital world where the cookie is no longer king, one piece of advice from a US-based expert is to utilise loyalty apps to gather useful customer data.

Lawrence Edmonson, Chief Technology Officer of Barbarian, an advertising agency that is part of the Cheil Worldwide network of 55 agencies, writes in the industry publication Ad Age that loyalty programs and companion apps are becoming standard operating procedure for brands to engage with customers.

“As we enter the golden age of first-party data—mined with consumers’ consent—loyalty apps can capture actionable intelligence, not just piles of data,” Edmonson notes.

He gives several key strategies for optimising loyalty apps to provide useful marketing data. Among them:

Customer Data

Photo by Mati Mango from Pexels

Make it personal

Customers will identify themselves because they are attracted to the possibility of accruing points for redemptions and special offers. Make the app feel like a personal profile, with easily accessible preferences, tailored communications and an interface that prioritises the functions a consumer uses.

Be clear about privacy policies

One might think that consumers would choose the most restrictive privacy settings when downloading an app. But that is not the case. So, with loyalty apps, brands should be very clear about what they’re offering without worrying about scaring people off.  

Drive seamless experiences

A well-built loyalty app allows for seamless commerce, including shopping, payment and redemption. The user experience should be well thought out and feel ‘contactless’ and intuitive, with a combination of transactional (commerce) and non-transactional (unexpected) benefits.

Incentivise frequent use

The more a customer returns to the app, the more benefits they should see. To further reward loyal users, brands should create special categories within apps that increase rewards for staying on the platform. 

Keep it consistent

Some brands make the mistake of keeping loyalty programs separate from their credit cards and other rewards programs, which makes them harder to navigate. Other brands confuse customers with rewards points that just don’t add up. 

Read the full article here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.