Custom marketing or loyalty application – what to look for?

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You are probably reading these words because your existing promotional and loyalty programs have not met your expectations, or maybe you want to get ahead of the competition and make your brand image more attractive in the eyes of your customers through a colorful mobile application? Whatever your motivations you have come to the right place. An in-house marketing/loyalty app is an image-powerful weapon and a concrete analytical tool for your marketing and sales professionals, but only if it is properly designed and implemented.

So, what should you pay attention to so that the money spent on the developers’ work will have the desired effect?


  1. Type and purpose of the application


I think you’ll agree with me that creating an application without an intended purpose makes no sense and is doomed to failure in advance. Before we get started, it is necessary to think about what our new tool should be and what purpose it should serve. By convention, we can define the types of applications:

  • Informational-promotional
  • Promotional-engaging


In the first case, the exchange of information is one-way, from the company to the customer, and allows us to communicate the latest events, promotions, newsletters or customer incentives. Most often, it is also linked to the company’s own electronic loyalty card, which is used to collect points at a particular store. This type features a simpler design and is certainly quicker to launch, which does not mean it is less engaging. A well-run app should be vibrant and contain interesting content otherwise the user will get bored or worse come to the conclusion that the app is dead.

If, on the other hand, the purpose of the application is also to engage the user, e.g. by exchanging messages, games, games or contests, then we are dealing with the promotional-engaging type. Communication here is two-way, and the app’s content requires constant work and supervision on the other side. It will also be a more expensive alternative.

There are 3 goals of a well-designed marketing/loyalty app

  • Quantitative goals are:
    • To gain the required activity of participants
    • Increase in retention rates for a specific audience
    • Increase in sales

  • Qualitative goals are:
    • To organize the current promotional system
    • Creating new channels of communication with customer

  • Marketing objectives are:
    • Increase awareness of the program among customers
    • Increase customer satisfaction
    • Improve brand image

  1. Budget


The more complicated the application, the more it will cost to make it. Most often, the options that are presented in the various packages are the simplest to implement and reasonably inexpensive to customize. The real stairs begin when a company representative wants something completely unconventional, which can seriously strain the work of programmers, as the costs can increase incomparably. For this reason, certain ideas are sometimes abandoned, so as not to spoil the overall quality of the product, if the new module is not crucial to the functioning of the application and the business, and thus to the achievement of the goal.

There are mostly two pricing models. The first is subscription, which covers performance in exchange for a monthly fee and a contract. The second is licensing, which is paid once, but the license is for life for any number of points. There is usually a service fee attached to the second model as well.

If the budget doesn’t cover the cost then it’s usually better to go into partner applications, which offer mostly similar functions for a fraction of the price. Such an application is Rewardo, for example.


  1. Functions


A well-designed user-friendly interface and features translate into a positive user experience, so it’s important to have people who are experts in marketing, sales, programming and design behind the app design. Positive end-user reception of an application will be the be-or-be-not of some ventures. 

You’ve probably been annoyed more than once by poorly designed buttons or an app interface that is too dark? It’s worth paying attention to details that, with prolonged use, may discourage you from returning.

Equally important though often overlooked is application security. Today, the RODO directive enforces many important aspects of data security. When choosing an application, it is therefore worth asking whether the implemented functionalities prevent data leakage or access by unauthorized persons. A common abuse in various promotions and loyalty systems is also the use of the system to unjustifiably award yourself points and rewards. It is important that codes or any other method of verification should not be multiple, and that each point should have its own individually assigned numbers available for verification by administrators.

  1. Promo


If you have already planned a budget then hopefully you have also planned money for promoting the app so that the percentage of engaged users is as high as possible. On this topic, the tried-and-true ways will come in handy, i.e. flyers and training your staff to let you know every time you get a good opportunity to download the app. An incentive for the user will certainly be a discount or other quick promotion by having it on their own phone. 

It is worth noting that nowadays it is becoming increasingly difficult to convince people to download another app on their phone, due to the increasing number of them and their marginal functionality. Therefore, make sure that the user wants to return to it, and that the content is rich and attractive. 


  1. Usage


You already have an application, and the data is flowing. Remember to always make sure you have rich content and attractive promotions that are timely. Don’t have time for that? Sign up for our newsletter and we’ll give you regular hints about new trends and ideas. Such a hint option is also in the Rewardo app.

The most important thing, however, is to focus on the incoming data to expand your current databases. Data allows companies to thoroughly research the market and gain an obscene competitive advantage. Companies that can use data perceive many advantages min:

  • They can set more accurate pricing strategies
  • Decide whether to open an outlet in a new location
  • Examine a customer’s basket and decide what life cycle it is currently in

  1. Development


Everything has been successful! The application deployed customers satisfied, and the indicators are growing. However, as the famous saying goes, he who does not grow is going backwards, you should always have your hand on the pulse and make sure that the application is always up to date, has an attractive design and works on the case. So find out how the company intends to support its operation, whether it does so at an additional cost and what goes into the fees.