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Century 21 prioritizes mobile in significant loyalty program push
Posted By Lauren Johnson On January 14, 2014 @ 4:45 am In Featured,Mass merchants, department stores and malls,Multichannel retail support,News,Retail Sectors | No Comments

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Century 21's mobile site NEW YORK – A Century 21 executive at the NRF 103rd Annual Convention & Expo revealed plans to roll out a pilot program this month that leverages a mobile application and augmented reality as part of a plan to increase loyalty program sign-ups 25 percent to 34 percent this year. The Century 21 executive detailed the department store’s plans to break into mobile this year during the “The Power Couple: Loyalty and Mobile” session, which also included executives from Sephora and Sears. The session was moderated by Leslie Hand, research director at IDC Retail Insights [2] , Framingham, MA. “We have had a loyalty program for over four years, and we are now just going into the mobile space,” said Sandi Riffle, director of process improvement and communications at Century 21 Department Stores, New York. “We are looking at this as if she’s not loyal to us, but that she’s rewarding herself with different perks and benefits across all of our eight stores,” she said. Building up loyalty efforts Century 21 [3] will roll out a pilot mobile app program this month as part of the New York department store’s efforts to ramp up its loyalty program. The app caters to both New Yorkers and international consumers. The international focus is meant to target the high number of tourists that shop at Century 21. In-store signage and calls-to-action will be used across multiple areas of stores that encourage consumers to download the app. The pilot app will bridge in-store and digital shopping experiences through augmented reality. What is interesting about

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