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MLEE Gives Loyalty Marketers True Omnichannel Approach

Brands and retailers use CodeBroker’s Mobile Loyalty Experience Engine to merge mobile and digital capabilities into their loyalty programs without the need for complex integrations.

Loyalty360 caught up with CodeBroker CEO Dan Slavin to find out more about the company’s newly released Mobile Loyalty Experience Engine.

What factors prompted the creation of this solution and what are your goals for it from a customer engagement/customer loyalty perspective?
Slavin: The real purpose of our Mobile Loyalty Experience Engine (MLEE) is to make it obvious that you’re delivering value to your customer so that they’ll use the program, get more out of it, and, in turn, build a deeper connection and spend more money with you.

We scanned the marketplace and saw that there really wasn’t an existing solution that focused on enrolling new customers and engaging them in a compelling way for each individual.

A lot of marketers focus on what we call ‘single channel loyalty,’ which has typically been either card-based, email or direct mail follow-up, or possibly an app.

A CodeBroker Mobile Loyalty Study of 1,207 consumers discovered that they overwhelmingly prefer to access loyalty programs through a variety of channels—all of them mobile. Ultimately, the goal is to engage customers so they will use and benefit from your program.

Our MLEE is the industry’s first solution that gives loyalty marketers a true omnichannel approach to mobile loyalty program delivery–member acquisition, engagement, communications and rewards access–and which is complementary to existing loyalty and CRM infrastructures. 

What makes it unique?
Slavin: The goal is to deliver a better consumer experience through multiple mobile channels. What makes MLEE unique is its ability to sign up people using multiple channels and then to continuously engage them via their favorite mobile channel. Support for omnichannel messaging enables marketers to deploy channel-specific messaging for personalized member engagement.

Another feature is our SmartJoin member acquisition, a proprietary solution for getting a lot of people signed up to your loyalty program quickly. MLEE is also designed to connect transparently to an existing program and offer real-time engagement analytics for insights into member usage.

What are the challenges loyalty marketers face now related to decreased loyalty program participation?
Slavin: The challenges they face are two-fold. One is you’ve got to be able to sign people up. Two, you’ve got to engage them over the course of time. Lots of programs have people signed up, but too few are participating and even fewer participate long-term.

For retailers and loyalty program marketers, the key challenge is that you want people interacting with your program, but consumers do not want to go to a website and log in–or download an app. That’s just not something they want to do. They really want access to the program on demand, via their favorite mobile channel, whether it’s text, a mobile wallet, email, or your app; it could be Facebook Messenger. It could be any number of things, but the idea is you really need to provide a consumer with choice.

By providing consumers with that choice, you’re able to increase engagement. Then of course, if you’re communicating back to customers via their preferred channel, you've got a much better chance of actually engaging them versus sending them a piece of direct mail and hoping that they’ll do something with it.

How should marketers view mobile loyalty and its potential impact?
Slavin: Mobile loyalty is really just an extension of existing loyalty. It’s all about providing consumers with additional ways to interact with your loyalty program−on demand and on their mobile devices. The key thing here is that you’re not just picking one channel and assuming that customers will adopt it. There’s really no one-size-fits-all approach to mobile loyalty. You need to give consumers a choice among all of these channels and let them use one or more of them.

The potential impact of doing this is really dramatic because if you can increase engagement rates, you can obviously increase traffic into your stores, increase the revenues associated with the program, and ultimately, to your bottom line.

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