As smartphones and the mobile internet increase penetration among Americans, shoppers are relying more on their phones while out and about to get product, store and price information to help them make decisions. Loyalty programs can also be tied to mobile, giving customers an easy way to access points and coupons—and retailers an easy way to capture customer data.
When Zoomerang surveyed US mobile phone owners on behalf of mobile marketing firm Hipcricket in October 2010, more than a third of respondents said they would be interested in a mobile loyalty program from a trusted brand. But just 9% were already participating in such a program.
Read more on eMarketer in their release Untapped Potential for Mobile Loyalty Programs