Motorola Empowers Retailers to Mobilize Customer Loyalty Programs

New Mobile Loyalty Solution answers consumer demand for mobile, flexible customer service options inside and outside of the store

Jan 11, 2010, 08:00 ET from Motorola, Inc.

NEW YORK, Jan. 11 /PRNewswire-FirstCall/ -- NRF 2010 (Booth #1623) -- The Enterprise Mobility Solutions division of Motorola, Inc. (NYSE: MOT) today announced its Mobile Loyalty Solution - the retail industry's most comprehensive managed service that enables retailers to foster a more personal relationship with their customers and digitize store-branded membership cards on customers' mobile phones. This new offering is compatible with the majority of mobile phones in the U.S. market today and provides customers with a more convenient shopping experience, including access to the best offers and discounts on products that interest them.

According to Juniper Research, consumer use of mobile coupons will generate close to $6 billion globally in retail redemption value by 2014.(1) With shoppers expecting more from their favorite retailers, Motorola recognizes the importance of customer loyalty and satisfaction, and its new Mobile Loyalty Solution is the first in a planned series of mobile commerce offerings to help retailers create a great shopping experience for their best customers.

"Consumer use of the mobile phone is evolving - and its importance during the shopping experience is increasing significantly. With a growing number of smart phone users and the enhanced capability of their operating platforms, an era where a constant digital connection via a mobile phone enhances the consumer's shopping experience has begun," said Dana Warszona, global lead for the m-commerce portfolio within Motorola's Enterprise Mobility Solutions division. "From enabling consumers to easily search for product information to completing transactions, the mobile phone has become a business critical tool that retailers must incorporate into their strategy to meet the needs of customers, now and in the future."

A perfect extension to a retailer's existing loyalty program, or a viable option for retailers who wish to create a new loyalty program, Motorola's Mobile Loyalty Solution will enable retailers to proactively send offers and incentives to the customer's mobile phone - eliminating the need for membership cards and paper coupons. Customers can opt in to the program online or in the store by text messaging a short code to indicate interest in receiving offers on their mobile phone. Consumers then receive a mobile application with a bar code on their mobile phone that acts as the shopper's unique identifier or mobile loyalty card and can be scanned at the point of sale (POS). By mobilizing the card, retailers are afforded the opportunity to increase program participation, and shoppers are rewarded with special offers, more convenient access to customized coupons and a quicker check-out experience.

"Kerr Drug recognizes that accessibility to product information, services and discounts is critical to maintaining customer loyalty," said Bill Baxley, Kerr Drug's Senior Vice President Merchandising and Marketing. "In a few weeks we will be launching Motorola's Mobile Loyalty Solution as part of a larger Kerr Reward's program. It's a critical piece because it will let us speak directly to shoppers with targeted digital coupons and offerings to help us foster a stronger relationship with our customers."

Motorola's Mobile Loyalty Solution enables a "closed-loop" system that allows retailers to maintain a rich database of shopper product interests, purchase habits and preferences. While Motorola manages distribution to the program members, retailers can focus on creating the most relevant marketing messages, as well as determining how frequently coupons and offerings are sent. As a result, offers are timely and redemption rates are accurately tracked.

As customers enjoy the convenience of using their mobile phone to access store offers and the nearest store locations, retailers are able to attract shoppers and increase store traffic with targeted incentives. This new approach gives the retail supply chain a tool to improve sales, increase rewards redemption and improve customer satisfaction levels by eliminating the traditional approach of rewarding customers as they leave the store, which also increases the opportunity for retailers and their manufacturing trading partners to collaborate more effectively on real-time offers. Customers no longer need to carry coupons or membership cards to redeem rewards, so checkout time is significantly reduced to ultimately improve the shopping experience. And this environmentally friendly offering also eliminates the need to print coupons - creating a paper-free program, reducing costs and helping retailers drive more environmentally sustainable programs.

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About Motorola

Motorola is known around the world for innovation in communications and is focused on advancing the way the world connects. From broadband communications infrastructure, enterprise mobility and public safety solutions to high-definition video and mobile devices, Motorola is leading the next wave of innovations that enable people, enterprises and governments to be more connected and more mobile. Motorola (NYSE: MOT) had sales of US $30.1 billion in 2008. For more information, please visit

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    Traci Hoch
    Motorola, Inc.

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(1) Mobile Coupons & Smart Posters: Strategies, Applications & Forecasts 2009-2014" - Juniper Research

SOURCE Motorola, Inc.