Clothing retailer Express is showing a laser focus in its efforts to drive the impact of its loyalty program. Its latest push is centred around the implementation of mobile bar code capabilities. The new effort has two specific targeted impact areas:
1. Streamlining the operational part of the loyalty program to give timely and targeted loyalty related offers to members
2. Eliminating fall-off from “sign-up later” type loyalty systems
The company has keyed in on the ubiquity of phones — which are always with the customer and represent the most consistently available medium for reaching and engaging them. By extending the technology to include bar code capabilities, Express has extended the impact to include long standing loyalty programs challenges like those mentioned above.