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Page 78




raditional methods of boosting customer loyalty are slowly being replaced by new technologies. Nearly 95% of Polish consumers are mobile telephony users, while 75% of them declare access to the Internet. At a time when the smartphone has become a gadget everyone carries around, mobile applications turn out to be an excellent medium for boosting consumer loyalty. Brands such as Żabka and Rossmann are well aware of it, offering dedicated applications to their clients. However, these are solutions which work fine for rich, large brands which already have a large client base. But let's take a step back. How to convince a potential client to use the offering of a particular brand, and not another one? What about companies which cannot afford to implement expensive systems? What tools are useful for malls and shopping centres which house many different brands?

TAKE ADVANTAGE OF THE POTENTIAL OF FREE MOBILE APPS If you manage a sales brand or shopping mall, you don’t just want to attract new customers, but also to make them loyal to this place. Place a dedicated tab in a free, existing shopping app which reaches hundreds

of thousands of potential clients. Thanks to this tool, you will not only reach new customers with information about your business, but you can also use it to launch a loyalty programme for your clients. You don't need to pay to build a dedicated system, just use a ready-made solution. With its help, you can win new clients, automate receipt lotteries, send out event notifications, offer discount coupons, and enable customers to collect loyalty points for their purchases. Sounds great, doesn’t it?

IS SUCH A TOOL OUT THERE? One of the most exciting free apps for this kind of activity is the popular PanParagon (MrReceipt) app (almost 350,000 downloads). The solution, which was originally only intended to store receipts and control spending, has quickly developed into a comprehensive shopping application. How does it work? PanParagon allows you to scan and store receipts and loyalty cards. The receipts are automatically assigned to different categories, which allows you to generate transparent spending statistics. The system is based on OCR text recognition software, enabling automatic conversion of scanned documents into digital form. This enables the application to independently extract key information from receipts, including products, name of the store, purchase date and amount paid. Additional features, such as coupons and promotional leaflets, allow users to access the most interesting offers in the most popular stores. This simple free shopping app carries great potential not only when it comes to reaching the client, but also securing his loyalty. It is a communication channel with 350,000 consumers interested in shopping, bargains and controlling the household budget.

HIT THE JACKPOT Nowadays, the biggest marketing challenge is to reach a precisely defined target with the help of an optimally tailored message. New technologies make it possible to accurately specify the target group. In the case of the PanParagon app, the users themselves provide information. So far some 2.5 million receipts have been entered into the system. It is a huge amount of sales and marketing information for brands and companies: who the users (as well as competitors' customers) are, where they shop, how much they spent, what else they put in their shopping trolley, etc. Based on this data, it is much easier to reach customers with a product message, or to design a loyalty programme • for specific consumer preferences.

76  polish market 

Profile for Polish Market

Polish Market No.2-3 (293)/2020  

"Polish Market” is a prestigious English-language magazine published since 1996. In its pages, it promotes the Polish economy, businesses,...

Polish Market No.2-3 (293)/2020  

"Polish Market” is a prestigious English-language magazine published since 1996. In its pages, it promotes the Polish economy, businesses,...