Starbucks is continuing its streak of teaming up with major brands by tapping ride-sharing application Lyft to offer its employees My Starbucks Rewards gold status, and enable riders to tip their drivers with the chain’s egifts.
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Starbucks is expanding its partnership with The New York Times to bring top daily articles to its mobile application users and reward loyalty members with points when they purchase print and digital subscriptions, reflecting the growing importance of top-notch content for merchants on mobile.
Pacific Northwest grocery retailer Haggen is launching an omnichannel loyalty program which users can access through a mobile application to increase the amount of faithful customers, a secure method of retaining and increasing sales.
Book publisher Harlequin is bringing its romance novels into the mobile space with a new rewards program, which fans can access for a more personalized experience while helping the publisher drive sales.
The University of Iowa has launched Hawkeye Rewards, a mobile loyalty program supporting the university’s sports teams and enabling consumers to earn and redeem points on the spot at participating merchant locations.
Mobile loyalty applications can provide a rich user experience, but their proliferation threatens to make them as unappealing to consumers as the physical cards they seek to replace, causing some marketers to explore alternatives such as wallet-based programs, which have a more limited set of benefits.
Mobile is transforming the hotel check-in experience, with 1 million Marriott International customers having checked in to their rooms on their mobile devices since the option was introduced nearly two years ago.
American Express’ new far-reaching coalition loyalty program featuring brands such as Macy’s and ExxonMobil is a prime example of how mobile is making loyalty bigger and better by making it easier for members to earn rewards from one merchant in real-time and then immediately apply them to a purchase from another.
Target is testing a new loyalty program called Redperks that centers on a mobile application enabling users to earn points by scanning a bar code every time they make a purchase.
Coalition loyalty program Fuel Rewards is boosting its mobile strategy with a redesigned application, card-linked offers, integrations with Passbook and Google Wallet as well as push notification and text messaging capabilities as it looks to drive marketer and consumer adoption.