Navigating the modern business landscape requires an understanding of how to leverage trends to create loyalty and value with your customers. Mobile is one trend that is not going away. As such, it is critical to understand what customer are looking for on their mobile devices. Here are a few tips on how to use mobile to your advantage:

Don't Underwhelm, Don't Overwhelm

Loyalty apps and programs often feature surprises and coupons, but you need to know what your users actually want. Don't offer a coupon for something that they aren't going to be interested in. For instance, your yoga studio shouldn't offer a coupon for sugary soda or junk food. Be sure the rewards are appropriate and reflect your demographic's interests.

Conversely, don't overwhelm your mobile customers with offers. While it's nice to have a surprise upgrade on a cup of coffee or hotel room from a loyalty program, receiving alerts and notifications too often can be a nuisance to users, causing them to leave your loyalty program. Just because you have 24/7 access to customers through their smartphones doesn't mean you should abuse it. To limit the amount of notifications you send out, make your loyalty rewards location-based. For instance, when a customer is within five miles of your location, push out a coupon that is good for that day only.

Optimize Your Site

You may already have a website, but is it optimized for mobile users? Your first step is to create a responsive site that adjusts its display to the device that is displaying it. After all, there is a big difference between a desktop monitor and a 5.6-inch Quad HD screen on the Samsung Galaxy Note Edge — and your page needs to look great on both. Page speed is also critical for mobile users, who can simply put their phone away if your site takes too long to load. Go Rocket Fuel reports that the average bounce rate for smartphone users is nearly 60 percent, which is much higher than other mobile devices. If your site is full of slow-to-load images and pages of content, consider simplifying and converting to a scrolling method of display. Your mobile customers will thank you for it and your bounce rates should go down.

Use the Data

If you offer a mobile-based loyalty program, don't let that rich flood of data about your customers' preferences go to waste. You can tell a lot about a customer by how they use an app, such as when they shop, where they frequent, how often they come by and how much they spend. This data is invaluable to you and can help you craft a better experience for your customers every day. If you don't know how to leverage the analytic data yourself, consider hiring a consultant to help you. Your regular customers are loyal for a reason, so analyzing the data can help you give the experience that made them love you to as many people as possible.