Bartosz Zochowski, head of loyalty and CRM at Decathlon Poland, elaborates on how mobile apps are enhancing customer loyalty and engagement. Highlighting the strategic use of mobile applications, Zochowski discusses the benefits and challenges of integrating loyalty programs into these platforms.
Mobile apps serve as a central hub for loyalty communications, providing a direct and emotionally proximate connection to customers. Their frequent use makes them ideal for real-time, personalized messaging. Zochowski notes the importance of an integrated omnichannel experience, connecting online and offline activities through tools like push notifications and in-app messages.
However, achieving consistency in data and user experience across various channels remains challenging. Integrating mobile apps with existing systems such as POS, CRM, and ERP also poses technical difficulties. Simplifying loyalty programs within apps is crucial to prevent user disengagement, necessitating collaborative design and iterative testing among tech and product teams. Balancing personalization without overwhelming users is another critical aspect. Notifications must be intentional and value-added to avoid user fatigue. Understanding different user contexts and managing preferences are key strategies, with metrics like click-through rates and notification deactivations providing valuable feedback.
Furthermore, employee training is essential to support this omnichannel strategy. Ensuring a consistent customer experience requires comprehensive training, sharing success stories, gathering feedback, and employing digital ambassadors in stores. In summary, Zochowski underscores the significance of mobile apps in building customer loyalty through personalized, timely communication. A cohesive omnichannel strategy supported by employee training and cross-functional collaboration is vital for overcoming integration challenges and maintaining user engagement.