Marketers Find Geotargeting Helps Customer Loyalty

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To reach consumers where they are – literally – marketers are adding location-based technologies to their loyalty and couponing programs. Soft-serve dessert chain Tasti D-Lite recently updated its loyalty card program so customers can tell their social networking contacts when they've earned reward points from a store.
 
Members of the location-based social network Foursquare can also earn rewards points when they check in to a location.
 
“We saw there was a trend towards consumer demand for and interest in real-time interaction with brands and companies,” said Bill Zinke, CMO at Tasti D-Lite. “We also wanted to make sure that we are staying current with the technology that is taking customer engagement and interaction to a new level, doing it in real time and in a creative way.”
 
Pepsi announced that it will launch a mobile loyalty application for the iPhone to connect consumers with fast-food restaurants that sell its products. When a consumer visits a participating location, he or she will be able to use the app to earn loyalty credits. Customers will then be able to exchange the points for music downloads from various artists...