3Cinteractive Report Highlights The Widening Disconnect Between Consumers And Brands For Mobile Loyalty Initiatives

BOCA RATON, Fla. – June 22, 2016 – 3Cinteractive (3C), a leading provider of mobile marketing services, announced the results of a mobile-enabled loyalty program analysis which shows a great disconnect between what consumers want and the mobile infrastructure brands are investing in for 2016. The full analysis is available in a new white paper, “The Disconnect Between Brands & Consumers in Mobile-Enabled Loyalty Programs”, available by clicking here. 

3C presented a mobile loyalty survey to roughly 3,000 consumers and brand marketers during March to take the pulse of current mobile-enabled loyalty programs. Most notably from the analysis, 52% of consumers polled said mobile loyalty rewards and benefits motivate them to purchase more often. However, 65% of brand marketers say they either lack the IT resources for mobile loyalty integrations or admit they lack the knowledge on how to launch a mobile loyalty program.  

This disconnect is interesting, especially since 71% of brand marketers say having a mobile-enabled integration drives moderate to significant growth and engagement for their overall loyalty program. Additionally, 84% of brand marketers see a mobile-enabled loyalty program as a key differentiator to their overall loyalty strategy.  

“The disconnect between what consumers want from  mobile loyalty and what brands are committing to building is stunning because it represents millions of dollars of missed opportunity for these brands,” said Margie Kupfer, Vice President of Marketing for 3C. “The brands that can be first to deliver on these wants and needs will be positioned well to take market share from their competition.   

Approximately 48% of Consumers prefer mobile loyalty communications via SMS and text; 22% for email; 20% through app notifications and just 8% for direct mail. In another sign of the disconnect, 40% of consumers say overall rewards motivate them to join a loyalty program, yet only 12%-15% of marketers would leverage communications to deliver offers and coupons. 

Click here to download the mobile loyalty insight report. 

About 3C 

Driven by a team with dynamic technical and strategic expertise, 3C empowers leading brands and retailers to develop deeper, more valuable relationships with their customers. Through its mobile marketing services, 3C extends the connection between customers and brands, driving increased loyalty, brand awareness, and results.  

Leveraging 3C’s expertise connecting mobile to business results and its Switchblade™ platform’s multichannel capabilities—including SMS and MMS, mobile coupons, mobile wallet, mobile web, location based services and more—marketers can deliver timely, relevant engagements at the moment of need. 

3C is headquartered in Boca Raton, FL with offices in Montevideo, Uruguay and Eugene, Oregon  

To learn more, visit 3C.com.