Martech: Martech is Marketing Logo
  • Topics
    • Customer & Digital Experience
    • Digital Transformation
    • Data
    • Marketing Management
    • Marketing Operations
    • Performance Marketing
    • Special Reports
    • All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Marketing Operations » Loyalty a key tool to drive retailer app adoption, says Belly

Loyalty a key tool to drive retailer app adoption, says Belly

Company launching new cloud-based enterprise loyalty platform for retailers.

Greg Sterling on September 20, 2016 at 12:27 pm | Reading time: 2 minutes

ss-customer-loyalty

Most retailer apps have fallen flat with consumers, and adoption and retention are generally poor. Indeed, Walmart is the only traditional retailer with an app in the top 25, according to comScore.

Chicago-based Belly thinks it has an answer: mobile loyalty. The company, which has historically focused on the SMB market, is today releasing its new cloud-based loyalty and CRM platform for enterprise retailers, Blue.

I spoke yesterday with Logan LaHive, Founder and CEO at Belly.

LaHive characterized Blue as a “Configurable enterprise loyalty platform as a service.” He told me that most retailer loyalty tools are “built for yesterday and unable to react to tomorrow.” He also explained that while the tool can operate as a CRM system, Blue customer data can be exported and integrated with other marketing tools and channels, including existing CRM systems such as Salesforce. The data can also form the basis of social campaigns.

Belly Blue

LaHive described the current state of retailer loyalty programs as clunky and outmoded even when they first come to market. “The space is filled with completely antiquated technology that involves 12- to 18-month cycles to roll out.” He argued, by contrast, that Blue is “future-proofed.”

The most interesting part of our discussion was LaHive’s argument that loyalty is a critical tool for retailers to drive adoption for their mobile apps.

The mobile channel is crucial for direct communication with customers — and mobile apps in particular (mobile web traffic is largely “drive-by”). Absent app adoption, retailers will perpetually have to pay Google or Facebook as gatekeepers for traffic.

Payments and loyalty are consumer features that can provide compelling reasons to download and engage with retailers’ apps. However, most retailers have failed to deliver to date. A great loyalty program could change that, as well as broaden app audiences for retailers.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    TransUnion partners with Canvas Worldwide to boost omnichannel CX
    A new way to find the tech talent you need 
    The only two things that matter in marketing
    How marketers are preparing for the future of in-game ads
    How CDPs transform donor experience for a nonprofit organization

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Marketing OperationsPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.