Mobile apps: the final frontier for brand loyalty

As smartphones slowly replace wallets, mobile apps look set to make loyalty cards redundant and will become the last vestige for harbouring brand affinity from consumers.

What’s in your wallet? Better yet, what apps are on your smartphone? Loyalty was once measured by the frequency of your store visits or the reward cards you carried. But plastic picture holders in your billfold have given way to photo sharing apps, and the day planner you once carried in your briefcase has been replaced by a calendar built into a native application on your phone. Although mobile payment has yet to replace credit, debit, or even loyalty cards, our phones do represent an extension of our wallets, even ourselves. They may also symbolise the last vestige of brand loyalty.

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