The loyalty debate continues

In a recent RetailWire discussion about food retailers, the panel debated whether newly developed mobile apps are good substitutes for traditional “loyalty card” programs. I applaud the technology but not necessarily the end result:

A mobile app that serves as a substitute for scanning a loyalty card (or entering one’s phone number at the checkout lane) is a convenience but not a game-changer. And, as the panel discussed last week, offering discounts through new technology is not really a driver of loyalty anyway.

It would be interesting to see a food retailer really prepared to think outside the box of convenience: For example, how about entering your grocery list from the store website or mobile app, scanning your barcode upon arriving at the store and finding your order ready for pickup? This would take work to execute in a cost-effective way but might help redefine loyalty.

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