Traditional loyalty programs simply throw discounts and points at a customer. While this may seem like the logical thing to do, it provides little connection or improvement of brand awareness. If you successfully implement a loyalty program, you will improve your customer shopping experience and create a much more positive impression of your business. A loyalty program is one of the many ways to run a successful business and can be a potent tool for customer retention – This is something businesses often struggle with. The pointers below aim to give an outline of how you can implement a loyalty program that goes beyond the simple rewards scheme blueprint.
Understand and relate to your target audience
A loyalty program should help you gain valuable customer research. Use your loyalty program to gather data about your customers and their habits. Once you have this data, implement it into things like email communications and social media. The more targeted and relevant your marketing is, the more your customers will relate to it and want to interact. Your loyalty program needs to be specific to your target audience, so tailor it accordingly and do not make it generic.
Make the customer want to give a review
Customer reviews and feedback are essential. A loyalty program can help to give your customer and incentive to write those reviews and engage with you on Social Media. Tangible reviews provide potential customers with a real personal view of your product or service. How can you get customers to leave a review? How many times have you simply discarded that email requesting a review on a recent purchase? Would you disregard that email if you were offered loyalty points or a discount for providing a review?
A well designed and meaningful loyalty program could give customers bonus points for submitting a review – The scheme should stipulate that the review should be more than a simple “This product was good” and relate to an actual purchase. You could also run competitions on social media to reward those who share your posts for example. Be creative, but ultimately think about how the loyalty program prompts your customers to give you positive feedback and increased exposure.
Offer something else than just the purchase
The main aim of a loyalty program from the customer point of view is to get a reward from a purchase. But what else can you offer? Building loyalty involves getting an emotional connection from a customer and appealing to them on a personal level. What else can you offer aside from a coupon or loyalty points? Are you giving your customers a full experience? Try to diversify with your loyalty program and offer other things on top of the points – Loyalty points should be the final reward, the ultimate goal – There should be other associated rewards and benefits that come before this. Build a positive loyalty campaign that provides a variety of rewards, and that customers can engage in a variety of ways – This will reflect positively on your brand and should help customer retention.
A loyalty program if implemented correctly can help you build a loyal customer base. Remember to keep it relevant, enticing, and provide some tangible benefits to your customers. Always try and think about how a loyalty program will benefit the customer, but at the same time, what you as a business will receive in return.