{"id":2710,"date":"2014-05-23T13:53:26","date_gmt":"2014-05-23T08:23:26","guid":{"rendered":"http:\/\/sketharaman.com\/blog\/?p=2710"},"modified":"2020-09-03T19:52:28","modified_gmt":"2020-09-03T14:22:28","slug":"shoppers-stop-loyalty-or-disloyalty-program","status":"publish","type":"post","link":"https:\/\/sketharaman.com\/blog\/2014\/05\/23\/shoppers-stop-loyalty-or-disloyalty-program\/","title":{"rendered":"Shopper’s Stop – Loyalty Or Disloyalty Program?"},"content":{"rendered":"

\"AD-QR-SHOPPERSSTOP-01-13MAR2013\"<\/a>Since I wrote\u00a0Loyalty Or Disloyalty Programs?<\/a>\u00a0and\u00a0Beware Of Losing Sales With Bad Loyalty Programs<\/a>, a couple of companies have used mobile technologies in very innovative ways to design loyalty programs that truly foster loyalty.<\/p>\n

But Shopper’s Stop is not one among them.<\/p>\n

The pioneer of India’s organized retail industry recently introduced a mobile app<\/strong><\/a>\u00a0variant of its First Citizen loyalty card. I went to the Google Play Store and downloaded the app. It installed without any problem on my smartphone.<\/p>\n

But, from there on, the enrollment process was full of friction: Fill a form, send an SMS, wait for a reply, enter the PIN code, yada yada yada.<\/p>\n

Given the limited value of this app – it replaced only one of the several plastic cards in my wallet – it wasn’t worth my while to jump through so many hoops to activate it, and I gave up as soon as I reached the form. Going by the reviews on the app’s Google Play Store page<\/a>, I’m not alone. Some users reportedly abandoned the enrollment process even earlier.<\/p>\n

\"\"<\/a>Unlike Shopper’s Stop, popular mobile loyalty apps like Keyring<\/em><\/strong> and Apple Passport<\/strong><\/em> let people move their\u00a0entire collection<\/em> of plastic loyalty cards into a single mobile app. By doing so, they deliver the following compelling value to their users in a highly frictionless manner:<\/p>\n