Gallus Golf introduced their mobile loyalty tools for punch card programs in 2016, and followed with a points program in 2017. Since that time, there has been major growth in loyalty participation and program adoption for their partnered golf clubs. In a recent report, Gallus Golf's partnered clubs using their loyalty points tool saw a total spend of over $5.3 million since 2017. This averages more than $71 thousand per course with an average spend of $483 per participant.
In 2017, 64% of brands reported an increase in loyalty memberships over the last year, and accredited mobile components as the biggest contributor. When it comes to marketing communications, 60% of customers said mobile app messaging is their preferred channel to engage with a loyalty program. It is commonplace today to see big brands in the retail industry adopt these mobile marketing strategies for loyalty redemption and tracking. With the abundant resources major brands have, it's no surprise they would engage with their customers through their branded mobile apps.
"We hope these results are eye opening for the golf industry, proving golf clubs can also expect to see stronger customer engagement with loyalty programs via mobile" says Jason Wilson, Gallus Golf CEO. "The loyalty program concept is nothing new, but making it instantly available via the course app on the consumer's smartphone is a change from the traditional method. It is a common misconception that much of the golfing demographic is less inclined to adopt mobile technology. Based on these loyalty statistics, this is simply not the case." Most consumers prefer mobile over other forms of communication channels. With the continued penetration of mobile apps, wallets, and general dependency on technology this is only anticipated to grow in demand.