|Suggested by Steve Neta|
If major companies want to remain competitive, mobile marketing is one train on which they have to get on board. Loblaws has coupled mobile marketing with its new PC Plus rewards program. The promotion for the program featured commercials with Galen Weston, the now famous head of the Canadian retailer. The rewards program keeps track of customer purchases, offering extra rewards for certain items. Using algorithms, it determines purchasing patterns and predicts when the customer may need to replenish items. All this is driven towards direct marketing on a level as personal as most consumers have seen.
Truly leveraging mobile marketing, Loblaws has made its PC Plus mobile app the keystone of the rewards program. The app helps take a personalized rewards program and brings it right into the consumer’s hand. Through the application, users can store their rewards card number, receive personalized offers, build shopping lists (and even organizes personalized recipe ingredients), and manage their account including keeping track of transactions.
PC Plus embraces mobile marketing to help Loblaws build an almost personal relationship with its customers. This type of exchange helps the company build on its value proposition by not only offering what consumers what, but when they may likely want it.
Aside from the benefits of direct marketing, this rewards program also offers a tremendous amount of data for the retailer. Having the ability to track purchases and predict when a customer needs a new item also enables the company to directly market those items to the consumer.
As with many new mobile marketing initiatives, there are often questions surrounding privacy. However, the growing millennial demographic tends to be more forgiving in this field than older generations. Perhaps this is the creation of opportunity for companies like Loblaws.