Frozen yogurt franchise Yumilicious is extending its loyalty program into mobile at several locations as a way to bring another layer of customization to the customer experience.

Yumilicious is piloting the mobile loyalty program at three locations in Dallas. Customers will be able to receive tailored promotions and loyalty offers directly on their mobile phones.

“By using Mocapay, Yumilicious has a better understanding of their loyal customers,” said Doug Dwyre, president of Mocapay, Denver, CO. 

“The company can learn more about what time customers are visiting the stores, how often they visit, and when they are redeeming their loyalty points,” he said.

Better incentives
Yumilicious worked with mobile consumer engagement platform Mocapay for the program.

The data Yumilicious gathers from the mobile loyalty program will be used to improve the customer experience and deliver better incentives in the store and on the go.

The mobile loyalty program is being promoted through Facebook, Twitter, and in-store signage. Yumilicious employees are trained on the best ways to discuss the benefits of the mobile loyalty program and can sign-up employees at the register.

Customers can sign up for the loyalty program at the store, at mocapay.com, through the Mocapay mobile app or via SMS.

Customers then use SMS, the mobile Web or the smartphone app to request a loyalty code for Yumilcious.

The code, which is good for a limited time and can be used only once, is returned to the customer’s phone.

The customer then reads the code to the cashier or shows the cashier the phone. 

When the customer has reached 100 loyalty points, a $10 mobile comp card is sent to the customer’s phone.

“A mobile program speaks to the younger demographic that typically visits Yumilicious,” Mr. Dwyre said.

“It also provides an additional channel for Yumilicious to engage with loyal customers,” he said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York