Loyalty in focus: Appmonkeys MD Simon Morgan

This year's RBTE has a special focus on retail loyalty, and in the build-up to the show Essential Retail has been talking to the leading executives from the show's loyalty vendor exhibitors.

Appmonkeys managing director CEO Simon Morgan says that it has never been more important – yet never been more difficult – to build customer loyalty.

Find out what else he has to say about customer loyalty in retail.

How do you define customer loyalty in the modern age?

Building customer loyalty has never been more important. In the last few years we have seen a shift in power and it's undoubtedly a buyers' market. Businesses have had to adopt to a change in attitude, with customers demanding a better deal, with so many platforms now offering discount deals (I believe to the detriment of the retailer).

It has never been more difficult to hold on to your customers. Building loyalty in this market has to be a number one priority for any business. 

How do you help retailers boost customer loyalty?

Our apps are not just about our great loyalty system. We help businesses offer their customers an unparalleled shopping- and aftercare-experience. Making it easy for your customer to interact with your business is the key to gaining new customers, making them feel like you value their business is the key to getting them back. Our apps can help with both.

Who are your key customers?

Our apps work for almost any business, cooperate clients with multi venues to the local butcher. We have ice cream parlours, coffee shops, gyms, hair salons, tattoo studios, casinos and so many more.

What have been the most important developments in customer loyalty technology over the last 12 months?

For us mobile tech (obviously) has changed the world as we know it. People now almost live their lives via their phones – it's now an essential item and a trusted friend. Being able to leverage that relationship and integrate business is a huge advancement. Push messaging is a powerful marketing tool, and the advancement in geo-fencing technology it is set to change the way people shop. 

What's your view on the traditional scheme vs mobile loyalty debate?

Tradition schemes are awesome – they work. That's why we integrated a system that works in a similar way. Without the hassle of yet another card in your purse or wallet, a huge number of us now have a smartphone, so why would you not utilise it? Customers love using their phones. They use it for emailing, shopping, socialising and now they can use it as their loyalty card to. 

What can we expect to see on your stand at RBTE 2014?

Visitors to our stand can see our apps in action. They will not only show what they can do now, but share some exciting features that we are working on. 

Why are you exhibiting at RBTE?

RBTE has long been our favourite show of the year, so to be exhibiting is a proud moment for us. This year's focus on loyalty put it to the top of our to-do list for 2014 as it's a great opportunity for us to show off the loyalty feature on our apps.

To understand more about Appmonkeys, visit them on stand 779 at RBTE 2014, which takes place between 11-12 March 2014 at London's Earls Court.



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