Tuesday, October 11, 2011

Mobile, local and loyal - small business customers

Local, mobile and loyalty.Deals for real people
Many people are saying that the daily-deals sites like Groupon are struggling, especially after they turned down a once in a lifetime $6BN opportunity to be acquired by Google and had to drop a proposed IPO. The reason I believe is that consumers are maturing, or maybe just reverting to human nature. We shop, eat and enjoy ourselves more when we don't have to travel halfway across the country to do so. Daily deals give the impression of offering local offers, but local just means Massachusetts or Ireland, not Boston or Dublin. People are getting tired of this and so the announcement today by theadmenu.com about a new local online service [also see the Irish Press Releases site] is really interesting. I've been working with theadmenu.com for a little while now, so this makes it even better!

If you run a small business, a shop, restaurant, bar, hair salon, car dealership or lunchtime deli, you know that your customers typically come live or work close by. They are local.  Since you have the type of business where the number of feet through the door is proportional to the amount of business you do, you know that you need to catch the attention of people on the move. Your potential customers are mobile.

The thing that many small businesses struggle with is persuading customers to come back again and again. Your most profitable customers are not one-offs, they provide repeat business and so you need loyalty. Beyond one on one exceptional customer service, loyalty is hard to promote. But we all know that there is big business in loyalty, since every big brand store, every airline, even the railways have loyalty programs. The question is how can smaller businesses get in on this?

TheAdMenu, the new service I've been working with, is based in Dublin, Ireland and aims to address "local, mobile and loyalty" for local businesses. It is quite simply a mobile-friendly website that uses the location services of smartphones (also known as GPS, geolocation, satnav, etc) to help customers find the services they want in the local area, at the best price possible. And it then takes the one-off special offers, and helps customers and businesses benefit from loyalty, by making it easy for business to provide repeat promotions to existing customers, and customers to find out what deals or new services their favorite shops are offering.

Mobile sites, like the cities that will be represented by theadmenu.com should be targeted at their local audience, not just a way to try and sell the same old stuff to bored commuters across the country with iPhone or Android in hand. With Consected mobile sites technology, I'm proud to be helping TheAdMenu deliver simple loyalty programs to local business that want to attract and retain mobile customers.

A post from the Improving It blog
Let us help you improve your business today. Visit www.consected.com

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