Customer loyalty in an app

Customer loyalty programmes can be simply and seamlessly incorporated into a mobile app. In the area of Couponing & Loyalty, Wirecard offers card-linked offers, a Software-as-a-Service platform that lets merchants and programme managers self-manage their campaigns and configure customer loyalty programmes quickly and easily.

The user can choose from pre-defined or individual campaign formats of any size, as well as from three flexible premium concepts. The programmes run automatically in real time based on the transactions that customers carry out with their registered cards. In what’s known as a «single-tap loyalty» experience, the programmes are fully integrated into the payment process and act as value-added services for every card Wirecard issues (Issuing), as well as for every POS terminal or other payment solution from Wirecard (Acquiring). In addition to creating programmes, the online platform offers anytime access to customer data – in compliance with data privacy regulations – and insightful statistics on current campaigns. And with the help of practical analytics tools, future campaigns can be optimised and defined with even greater precision.

Loyalty management is essential to a company’s success

The Orange Cash mobile wallet is one example of the seamless integration of a customer loyalty programme through card-linked offers. The mobile provider’s payment app lets individual merchants, trade groups and Orange itself set up loyalty campaigns in a dedicated area in the app. Offers are displayed according to a real-time analysis of each Orange customer’s transactions. Users can filter the offers according to retail category, time frame and location and view offers in their immediate vicinity using the «Around Me» function. They can see a detailed description including terms and conditions simply by clicking on the campaign.

The card-linked offers platform supports most gift voucher or coupon formats, including QR codes, barcodes, graphics and many more. With it, both customer loyalty programmes and merchant-specific white label applications become useful additions to pre-existing customer apps. That’s why it’s the ideal solution for programme managers who want to offer customers value beyond payments, and for merchants who want to incentivise customers to use mobile services and improve the shopping experience. And of course, end users benefit too by saving cash and being able to enjoy attractive perks.

Flexible and individual customer loyalty programmes
The cost of gaining a new customer is five times higher than the cost of retaining an existing customer. According to management consulting firm Bain & Company, a five per cent improvement in customer loyalty can increase a company’s profitability by 75 per cent, because the rate of conversion is up to six times higher for existing customers as it is for first-time shoppers (Adobe Digital Index Report 2012). Each time a customer returns, they are likely to spend more than they did on their previous visit. That’s why customer loyalty programmes are essential to the success of a company. They are a powerful way to set a brand apart from the competition, gain new customers, increase customers’ rate of return and length of stay, strengthen brand loyalty in the long run and create more targeted marketing activities.