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“指尖上的优惠”:会员制成移动支付新动力

在科技市场,从早期采用到成为主流就好比成为下一代iPad和下一代影碟机之间的差异。移动钱包如今的定位就是成为下一代产品,而这一目标必须要一个推手帮忙才能达到。

移动钱包在向主流转型的过程中面临着一些障碍,包括缺乏标准化技术,对数据安全的担忧,以及已经形成多年的现有实体支付系统。但是,有件东西可以很容易推动他们走向成功:整合会员计划。

会员计划目前管理的积分和奖励总额高达数十亿美元,可以说是广受大众欢迎,并且大大推动了相关的支付与采购。这难道不也是手机钱包想要实现的吗?

整合会员计划可以从多方面推动大众使用移动钱包。比如有些大家熟悉的项目计划就可以帮助人们熟悉如何使用手机钱包。MP3技术早在1993年就存在,但是直到Napster这个载体出现,消费者才真正开始了解MP3的特点和优势。而会员计划正是使消费者舒适使用移动钱包的最好渠道。

会员计划也提供奖励制度。大多数消费者都在寻找机会赚取更多积分,移动钱包正是一个更好得赚取、跟踪和使用积分的方式。如果一个消费者可以把他(她)的22张会员卡留在家里,并且可以更频繁地获得奖励,那这不仅会推动移动钱包的使用,而且将带来更多的移动消费。星巴克近日报道,其支付的14%来自其移动应用程序,这在很大程度上要归功于其会员应用程序,它也管理着客户的移动支付。

First Data公司的报告指出,实时的、特定位置的优惠赎回也是最流行的智能手机用途之一,已经有60%的消费者使用过他们的移动在线比价服务。把会员项目整合到移动钱包中会给消费者带来个性化促销活动讯息。

目前我们已经进行了一系列的实验来向大众推广移动钱包,比如消费者辅导、增加激励机制、加强已有设备的购物体验,那么为什么不能充分利用一下已有的金融影响力和广泛的会员计划呢?根据最新的会员计划数字,消费者已经开始从会员计划中尝到甜头了。

In the technology market, making the jump from early adoption to the mainstream is the difference between becoming the next iPad and becoming the next Laserdisc. Mobile wallets find themselves in this very position today as a next-gen product in need of a push to reach their tipping point.

Mobile wallets face several hurdles in their transition to the mainstream, including a lack of standardized technology, fears about data security, and established physical payment systems. But there is something that can easily propel their success: integrating loyalty programs.

Loyalty programs already manage billions of dollars in points and rewards, are extremely popular, and drive more purchases and payments. Isn’t that what mobile wallets want to achieve, too?

Integrating loyalty programs could help propel the adoption of mobile wallets in several ways. These programs, which are familiar to most people, can provide consumer education on how to use mobile wallets. While MP3 technology existed as early as 1993, it needed a popular vehicle—Napster—to educate consumers on its features and benefits. Loyalty programs are the right vehicle to get consumers comfortable using mobile wallets.

Loyalty programs also provide incentives. Most consumers look for opportunities to earn more loyalty points, and mobile wallets are a better way to earn, track, and burn. If a consumer can leave his or her 22 loyalty cards at home and earn rewards more frequently, it would not only drive mobile wallet adoption, it would drive more mobile spending. Starbucks recently reported that 14% of its payments come from its mobile app—thanks largely to its loyalty app, which also manages customers’ mobile payments.

Redemption of real-time, location-based offers is also one of the most popular smartphone uses, and 60% of consumers already use their phones to comparison shop, First Data reports. Integrating their loyalty programs into a mobile wallet will give consumers on-the-spot access to the personalized promotions they value.

By educating consumers, adding valuable earning incentives, and enhancing the shopping experience on the devices they’re already using, why wouldn’t mobile wallets want to leverage the financial clout and widespread usage of loyalty programs? According to the latest loyalty program membership numbers, consumers are already taking advantage of loyalty programs.


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