From PSFK's Loyalty Debrief, here's how some of today's most innovative retailers are building centralized mobile platforms that provide personalized and superior assistance

Today’s mobile-empowered consumers increasingly expect brands’ apps to serve as tools to unlock a more responsive and convenient shopping experience. Rather than have standalone loyalty apps, brands and retailers are creating unified mobile experiences that function as gateways through which shoppers can access a range of key functions at every stage of their journey.

By offering this integrated tool, brands gain valuable data and insight into members’ needs and behaviors, allowing them to offer a better experience. As our researchers have identified in PSFK's Loyalty Debrief, here's how three of today's top brands are creating in-house mobile apps to provide a more personalized and superior customer journey and ecosystem:

NikePlus
Athletic and footwear brand Nike’s membership app, NikePlus, fuels a shopping ecosystem that offers members exclusive access to perks and services both in-store and online. Shoppers can browse the app for lifestyle inspiration, get early access to new products and register for events. The app also offers a host of in-store features, such as Instant Checkout, which lets shoppers check out via their phones anywhere in the store; Shop the Look, which lets shoppers scan mannequins to see details of the outfits they’re wearing; and Scan to Try, which lets shoppers order items via the app for in-store pickup in a designated area. Nike is also testing new features, such as vending machines that dispense free stuff, to drive continued engagement.

Hertz Gold Plus Rewards
Rental car company Hertz upgraded its mobile app to make it faster and more convenient for members to book rental cars, manage their loyalty rewards and access support. Member status and points are easily accessible now on a single screen, and members can use points to pay for booking and exchange points more quickly. Additionally, members can track expenses, contact customer service or emergency roadside assistance and find parking spaces through SpotHero directly in the app.

Sam’s Club Now
Warehouse club retailer Sam’s Club is incubating new retail technologies centered around its Sam Club Now app that let members unlock a more personalized and responsive shopping experience. Machine learning and purchase data automatically generate shopping lists with suggested items, and beacon technology helps guide members through the store. Members can use the app to scan items to pay without waiting in line, as well as place orders for one-hour pick up. The features are currently being tested in its Dallas, Texas, test store before being rolled out nationwide.

79% of top loyalty programs globally have a digital component. For an in-depth analysis into the many ways brands are integrating superior loyalty programs into their ecosystems, download PSFK's Loyalty Debrief, out now.


Lead image: stock photos from My Agency/Shutterstock

Today’s mobile-empowered consumers increasingly expect brands’ apps to serve as tools to unlock a more responsive and convenient shopping experience. Rather than have standalone loyalty apps, brands and retailers are creating unified mobile experiences that function as gateways through which shoppers can access a range of key functions at every stage of their journey.

By offering this integrated tool, brands gain valuable data and insight into members’ needs and behaviors, allowing them to offer a better experience. As our researchers have identified in PSFK's Loyalty Debrief, here's how three of today's top brands are creating in-house mobile apps to provide a more personalized and superior customer journey and ecosystem: