7-Eleven stirs up beverage purchases with new in-app loyalty platform

Here Mobile Commerce Daily show you how 7-Eleven incorporate a new in-app loyalty program.

7-Eleven is driving purchases of its beverages while simultaneously rewarding customers for their loyalty by rolling out the 7Rewards platform within its mobile application, proving that food and beverage marketers must have a specific loyalty strategy to retain existing consumers.

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The 7Rewards program will enable guests to receive a free beverage for each six cups they purchase, a move that will reward frequent coffee purchasers and likely entice new consumers to become regular customers. The platform will also help drive downloads of the brand’s mobile app, as consumers must be registered users to participate in 7Rewards.

“We know our customers are always looking for choices, and 7Rewards offers more beverage variety than any other rewards program,” said Laura Gordon, vice president of brand innovation and marketing at 7-Eleven, Dallas, TX. “We are hopeful that the convenience and speed at which you can earn a free cup will be exciting for our customers and also attract new guests to our stores.

“We are already seeing positive conversation about this program on social media, and excitement is growing among our customers. People are very happy about the ‘buy 6 get 7′ program, especially Slurpee fans.”

Updated rewards

7-Eleven designed to the program to update its previous system of offering guests rewards cards, with “punches” each time a beverage was purchased. Now, cashiers will simply scan a barcode in the app for a “punch” to appear.

It will be visible to users a star within the 7-Eleven app, six of which are needed to trigger a notification saying “You earned a free cup.” The process will restart after the customer redeems his or her free beverage.

7-Eleven revamped its app in anticipation of the launch of 7Rewards, moving users’ scannable barcades and virtual punch cards to the app home screen for a streamlined, user-friendly interface.

The updated 7-Eleven app easily displays rewards collected

The 7Rewards program enables customers to mix-and-match their drinks. Users can purchase a coffee, Slurpee and Big Gulp all in the same week and have each purchase count.

Customers can also buy six drinks at the same time and receive all six stars. Refills, as well as any size beverage, also count for 7Rewards.

The free beverage may be any size.

“Our customers tell us that 7-Eleven is recognized as a beverage destination, and we have a variety of products (7-Eleven coffee,  Slurpee, Big Gulp and Chillers drinks) that have appeal for any occasion,” Ms. Gordon said. “We designed 7Rewards to provide that convenience.

“Any cup counts to earn your 6 punches and an cup (product/size) can be redeemed for the 7th.  Your way is a signal that any size works as well,” she said.

“We recognize that consumers want different drinks at different times of the day and year, and our platform combined with the convenience of a mobile app serves those needs.”

Social component


7-Eleven is ensuring that it highlights the social component of the loyalty program by placing links to Twitter and Facebook on the home screen of the mobile app. This way, consumers will be able to tell their friends about the rewards they have accumulated.

The brand is also encouraging fans to follow the conversation on Twitter via the #7Rewards hashtag.

Users that would like to participate in 7Rewards may join by downloading the 7-Eleven app from Google Play or the iTunes App Store. They may also text “REWARDS” to 711711, which will send them a link for easy download.

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Consumers can redeem their free drink for the largest size, if desired

As 7-Eleven sees more than 60 percent of its guests buy a beverage with each in-store purchase, 7Rewards is a viable, specific platform that is likely to resonate positively with many of its customers. The brand’s strategy of focusing heavily on its beverages is also a strong tactic.

Its mobile app allows users to leverage the Slurpee Finder to locate their favorite flavors at a nearby bricks-and-mortar location.

While Starbucks may remain the leader of the mobile sector of food and beverage marketers, 7-Eleven’s free drink strategy may help it retain a stronghold in the space. The brand has also been experimenting with beacon technology in Singapore to track runners as they pass by a 7-Eleven location and offer rewards to drive in-store visits (see story).

“Being convenient today means having intuitive and easily accessible mobile platforms and experiences for our customers,” Ms. Gordon said. “The 7-Eleven customer is on the go and mobile by nature, and we are developing products, services and platforms to enable easier interaction and engagement with our brand in-store and online.”

Final Take

https://www.youtube.com/watch?v=hh8CH4bmg48

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5 Mobile Marketing Mistakes – and How to Fix Them [Infographic]

According to a report from Mobile Media Consumption, consumers today spend nearly 60% of their time on the Internet on their mobile devices, as compared to their desktop or laptop computer, tablet and other devices. These findings support what we as modern marketers already know: Mobile marketing is more important today than ever before.

Unfortunately, many marketers approach mobile marketing as an afterthought, and make costly mistakes that not only add up to lost clicks — but lost customers.

To help, here are the top five most egregious mobile marketing mistakes — and how they can be fixed.

Mistake #1: Not investing in an app or a mobile-optimized site.

Yes, you need a mobile site designed for mobile! Consumers today don’t have patience for poorly functioning mobile sites.

Fortunately, these upgrades pay off: Mobile-optimized redesign results in a nearly 15% increase in unique clicks for mobile users, according to Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing.” Not to mention, once customers are on your mobile site, they’re much less likely to look for greener pastures. According to comScore, 46% of shoppers say they are less likely to shop around for other options when they’re using a company’s mobile app.

Mistake #2: Not optimizing for tablet, too.

Don’t forget — there’s more than one kind of mobile device out there. In fact, Gartner projects ultramobiles, which include tablets, hybrids and clamshells, will take over as the main driver of growth in the devices market beyond 2014, with a growth rate of 54 percent. Make sure your mobile site looks as good on tablets of all sizes as it does on the traditional smart phone screen.

Mistake #3: Creating a CTA button that doesn’t grab a user’s attention.

Mobile users who find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop. In fact, 70% of mobile searches lead to online action within an hour. But to make this magic happen, users need a clear, easy to find and easy to use call to action button.

Mobile users are on the go, often in a hurry and highly mission oriented. When they grab a smartphone to search, they have a specific intention — whether it’s food, a service appointment or a coupon.

Make it incredibly easy to meet their needs: Create a call to action button that won’t be ignored. Change the color to an attention-grabbing hue, or add some minor animation.

You should also take this opportunity to customize your CTO button. The most popular buttons are “Register” and “Submit,” but the text can also communicate your value proposition. Add specific language that motivates visitors to take action, like “Join the community” or “Click here to save 20%.”

Finally, put some thought to placement. Position your signup form at the top of your landing page, alongside some other engaging content. This strategy will deliver maximum views to your form without requiring page visitors to scroll all the way down to the bottom.

Mistake #4: Not investing in social autofill.

Many consumers struggle to remember the slew of logins and passwords required to function in 2015. Social autofill and has a lot of potential to improve the consumer experience. Not only does it reduce your customers’ time on site —it’s a sanity saver, too. According to consumer research firm Janrain, 64% of users who frequently leave sites due to forgotten login information say social login is an option companies should offer.

Mistake #5: Putting too much content on your mobile site.

According to SuperMonitoring, 57% of users say they will not recommend a business with a poorly designed mobile site. And the quantity of content on your mobile site — and how you display that content — is a big part of the design equation. The amount of space available for website content on a mobile device is often significantly smaller than the space available on a desktop browser. The screens are smaller, it’s harder to scroll, and impossible on many devices to scroll horizontally. With this in mind, make sure your most important content displays in the top few pixels of the page, and reduce your viewers’ need to scroll whenever possible.

The good news is – we can all learn from these mistakes. Fixing even one of these mobile marketing missteps can better position your campaign for more clicks, and more conversions in the future.
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Original article found here

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7 Predictions on Mobile Marketing Trends in 2015 You Need To Know

Jeff Bullas blog always has great insights into the mobile marketing world, and here is no different. Read below to see what are his top 7 predictions for this years mobile marketing trends.

7 Predictions on Mobile Marketing Trends in 2015 You Need To Know

The notion that the current year is ‘the year of mobile’ is becoming very real.

Predictions on how we will interact with our mobile devices and how they will interact with us, are often overplayed or take many more years to come to fruition than first thought due to unforeseen market forces, technology constraints or poor user adoption.

But it’s time to start asking, will 2015 be the year of mobile?

The notion that the current year is ‘the year of mobile’ is becoming very real.

Predictions on how we will interact with our mobile devices and how they will interact with us, are often overplayed or take many more years to come to fruition than at first thought due to unforeseen market forces, technology constraints or poor user adoption.

It’s time to start asking, will 2015 be the year of mobile?

A recent report by eMarketer predicted mobile usage worldwide to reach 25% in 2014. Looking forward, OVUM predicts that another 1 billion people will connect to the web by mobile devices by the end of 2015. Whatever landmarks are reached and bridges crossed in the intervening period, you can make no mistake that progress on several fronts is speeding up.

Here is a infographic from wearesocial.com that provides some perspective on the scale of mobile in a social and mobile web world.

mobile marketing trends

Let’s look forward to the year ahead in mobile and explore the new opportunities and challenges that are opening up for consumers, developers and marketers. Here are 7 mobile marketing trends you need to know about.

1. Mobile security rises up the agenda

With some very high profile hacks this year (Sony’s email leak and the Snapchat hack spring instantly to mind) security is going to be at the forefront in the minds of consumers and developers alike. Expect passwords to continue to be replaced – or at least used in conjunction with – other forms of security like biometric identification and a push towards tightening up security around cloud based services. With the growth of Internet of Things connected devices set to rocket as well, 2015 could be the most critical year yet for addressing the issue of mobile security.

2. 4.9 billion connected devices by the end of 2015

With Tech Crunch predicting a phenomenal 4.7 billion ‘things’ connected to the internet by the end of 2015, expect to see the term ‘Internet of Things’ surface more and more in the popular press as well as the tech press, as we enter this brave new world of interconnected devices and massive data. This is a world that goes far beyond thermostats that turn themselves on before you get home. Expect cars, white goods, a whole host of new wearables and even children’s toys, to start changing the way we live and connect, as well as opening up huge new opportunities for ever more targeted marketing as third parties begin to collect more and more data about our daily habits. On the heels of these new devices you can expect the debate around security to start hotting up as well.

3. Wearables to take-off

We’ve long been promised a world of wearable tech but as of yet it’s failed to materialise. From the faltering Google Glass to devices like the Apple watch, it’s become easy to write wearable tech off as a fad. But as mobile technology and infrastructure improves, so to do the opportunities these devices present begin to diversify. Ever more detailed health and fitness stats will help us to constantly monitor our own heart rates, blood pressure, skin temperature and breathing rate, or perhaps more importantly those of elderly or infirm loved ones who are living on their own. There are also numerous of B2B applications here with Google Glass potentially seeing a renaissance in business applications.

4. Mobile payments could begin to gain traction

Driven in large part by millennials who are spending more than any other demographic using their smartphones, expect to see a sharp boost in mobile payment from digital wallet services. Apple Play may well succeed where Google Wallet failed, due in part to the fact that so many of its customers already have their credit card details stored on their iTunes accounts and the consensus it has gained from the big three payment companies (Visa, American Express and Mastercard).

5. Proximity technology and smartphones as ‘bridges’ to omni-channel marketing

The use of proximity technologies, like beacons and near field technologies, could see mobile marketing campaigns become more intimate and personalised than ever before. As marketers become able to “follow” consumers around the world and understand more about their purchasing habits, so they can target advertising at them in more effective ways. Through the combination of sophisticated joined-up datasets and imaginative non-linear content marketing campaigns across multiple devices, marketers can understand and interact with their key audiences in real time and in a way never seen before.

6. Mobile marketing and advertising spend increases

In 2014 mobile e-commerce overtook traditional desktop e-commerce, accounting for 22% of online sales. This trend will continue unabated in 2015 and as a result you can expect to see increased investment in mobile web spend in 2015. The UK is expected to be the first country in the world where advertising spend on digital tops 50% and 29% of this will be on mobile. Display advertising is set to take up 20% of this budget, with 37% of that being on mobile. Finally, on the subject of advertising, expect to see a continuing rise in programmatic ad buying on mobile. In a study conducted by IAB with MTM, 37% of mobile digital display spend was spent programmatically in 2013, with forecasts of a rise to 60% in 2014. The IAB predicts that programmatic ad buying could rise to between 60 and 75% by 2017, so expect to see a continued surge in 2015, as more and more advertising is purchased using ever more sophisticated software instead of humans.

7. Non mobile optimised sites will be at a disadvantage

Many businesses slow to adapt to mobile will feel more pressure to adapt in 2015, as Google announces a new mobile friendly label in its search results pages on mobile devices.  Perhaps more tellingly, it also announced that this would soon become a ranking factor. Unresponsive or mobile unfriendly websites could therefore start to lose out to their mobile friendly rivals in the near future, forcing more and more companies to invest in mobile website optimisation.

Original article found here

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Banks to allow account access using fingerprint tech

Here BBC report on how two banks will be allowing fingerprint identification to access their accounts at the bank.

TouchID

Two banks are allowing their customers to access accounts on their smartphones using fingerprint recognition technology, in a UK industry first.

RBS and NatWest customers must activate the feature with their security information, but would only need to use Apple’s Touch ID thereafter.

The banks said that, after three failed login attempts, customers would have to re-enter their passcodes.

But a security expert expressed concern that Touch ID is not secure enough.

The banks, both part of the Royal Bank of Scotland Group, said that the feature would be available on the iPhone 5s, 6 and 6 Plus. Customers would have to enable the feature using their existing login details.

Some of the in-app features used to pay money that required additional verification would continue to do so and limits were set on new payments, the banks said.

RBSRBS, along with NatWest, is allowing customers to access their accounts using the fingerprint recognition technology on iPhones

They said that around 880,000 of their customers currently use the apps on those handsets.

The feature, which uses fingerprint recognition to grant access to iPhones, was criticised soon after it was introduced with the launch of the iPhone 5 in 2013.

A group of hackers managed to get around it only a day after the launch by making a fake finger from a photograph of a fingerprint left on a glass surface.

‘Easy to spoof’

While Apple insisted that TouchID was secure, it said it was not a total replacement for traditional security measures and was meant to make unlocking the phone more convenient. In a similar vein, the banks have now said they wanted to make it “even easier and more convenient for customers”.

Ben Schlabs, of SRLabs, a German hacking think tank, told the BBC: “The security implications are the same, it is just as dangerous… I think it has been shown that it is pretty easy to spoof it and the risks aren’t fully understood.”

He said that using TouchID alone to gain access to a banking app introduced dangers that were not present when using passwords or Pins.

“Just the fact that you are carrying the key around with you and leave copies of it exposed everywhere you go makes it a very different risk to something that is inside your brain. The risks are poorly understood.”

However, he said that most people would have little need to worry, adding: “There have not been any reports that I know of with the iPhone sensor of actual crimes being enabled by it”.

‘Revolution’

According to a British Banking Association report, banking apps have been downloaded more than 12.4 million times in Britain.

The Way We Bank Now study, which was released last June, showed that people were making “around 5.7 million transactions each day using smartphones and other internet-enabled technology”.

According to the banks, nearly 50% of their combined customer base of 15 million people used online banking and that around three million accessed their accounts via an app each week.

Stuart Haire, managing director, RBS and NatWest Direct Bank, said: “There has been a revolution in banking, as more and more of our customers are using digital technology to bank with us.

“Adding TouchID to our mobile banking app makes it even easier and more convenient for customers to manage their finances on the move and directly responds to their requests.”

Original article found here

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Mobile Shopping: 49% Research Products, Compare Prices

MediaPost allows people to stay up to date with what is going on in the world of mcommerce.

Here they tell us that smartphones continue to have a strong influence when consumers are making a decision instore. See below for more.

Consumers continue to use their smartphones to shop, even if they don’t make the final purchase on their mobile device.

In retail, mobile may be responsible for only a relatively small piece of overall sales, but it doesn’t mean it’s not a critical factor in setting the stage for purchases.

While a purchase may be made in a physical store, a mobile device is becoming a critical shopping agent for research, checking inventory, comparing prices, finding a store and communicating with that store, according to a recent study.

More than a third (36%) of shoppers goes to a physical store at least weekly while only 11% shop that way via mobile phone, based on a global study by PwC.

However, the study also found that almost half (47%) have made a purchase via phone compared to 30% two years ago.

One conclusion in the study is that phones are more an instrument for getting to the point of buying a product rather than being used for the actual purchase. Here’s how people use their phones, as it relates to retail:

  • 49% — Research products
  • 49% — Compare prices with competitors
  • 31% – Locate store
  • 25% — Use a coupon
  • 18% — Check funding available before purchase
  • 16% — Access loyalty/rewards program
  • 13% — Scan QR code
  • 12% — Pay at cashier
  • 12% — Receive a location-based offer
  • 11% — Check in via social media
  • 4% — Tweet the retailer about product or offer

While most shoppers don’t buy form their phones, they impact what gets bought and where.

Consistent with other studies, PwC found the biggest obstacle for 66% of consumers to be confidence about personal credit information being secure.

Another consideration is mobile behavior by demographic.

The study found that consumers 18-to-24 years old shop by phone more frequently than any other group, in every category of daily, weekly and monthly. In that group, 39% have never shopped via smartphone compared to more than half (56%) in other age groups.

Original article found here

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