One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
Loyalty New Zealand, operators of Fly Buys, are set to roll-out Kiwi mobile marketing firm VMob's platform to provide highly personalised loyalty content, offers and information directly to customer smartphones in real time.
The platform will draw on multiple sources of data, such as customer preferences, location and other factors like the current weather, to serve up targeted content that is meant to grab the attention of the customer.
Loyalty New Zealand CEO Stephen England-Hall said that personalisation has always been a fundamental cornerstone of the Fly Buys programme and VMob’s technology will allow Fly Buys to take this to a new level via mobile devices.
“This mobile-led initiative will allow retailers to create shopping experiences that have a whole new level of relevance. It’s going to add an entirely new and engaging dimension to retail shopping and service provision.”
“We’re on the cusp of the digital wallet era. Mobile devices are going to play a huge part in the future of customer experience, loyalty and payments. We have partnered with VMob to make sure that Fly Buys is as strong in the digital wallet as it has been in the physical wallet for the past 20 years,” he said.
England-Hall added, “VMob was the obvious choice when we were looking for an innovation partner. Not only are they world-leaders in this space, but as a home grown Kiwi company, they’re a great fit for Fly Buys being New Zealand’s favourite loyalty brand.”
Scott Bradley, founder and CEO of VMob said the partnership provides a real opportunity for local Kiwi retailers to close the gap between the store front and their customers.
“Our experience internationally shows that customers respond to the amplified value provided by a personalised approach on mobile devices. It’s bringing that local corner store experience back to large retail brands.”
“Individual retailers will be able to connect with their most valuable customers at a time they are most likely to purchase - while in close proximity or even inside the store.”
VMob and Loyalty New Zealand have an exclusive relationship in the coalition loyalty space for New Zealand.The commercial terms of the contract were not revealed.Read More:
- Employees to wear their own device in 2014
- Retail CIOs Look to Break Online and Offline Shopping Barriers
- Marketers using measurement complexities to avoid mobile are 'lazy'
- Telecom affected by technical issues
- Westpac and Samsung partner for banking solutions
- Westpac NZ takes step forward in its digital strategy
- Startups partner with brands to innovate mobile marketing
- Australian retailers failing on digital engagement
- About 99% of every online advertising dollar is wasted: MyWave CEO
- National Anzac Centre unites physical and virtual consumer experience