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7 Tips to a successful Loyalty Programme

Customer loyalty programmes are a proven way of attracting new customers to your business and keeping hold of current ones. But they aren’t exactly in short supply right now. And with so many loyalty programmes vying for the attention of customers, making sure they choose yours over your competition is important.

So, how can you make sure that happens? Essentially, a successful loyalty programme is a mix of strong design, implementation, promotion and maintenance. We’ll show you how to achieve all of those using the effective strategies and approaches below…

What is a loyalty programme? 

Consumers want discounts, perks and rewards more than ever. A loyalty programme is a way of offering these incentives so that they can attract and retain customers and encourage repeat business. And more often than not, the more a customer purchases from a brand, the greater their rewards tend to be.

On the business side of things, loyalty programmes provide crucial insights into customer behaviour, allowing them to see how their patrons are spending, which products they’re purchasing, and the types of offers that customers find the most appealing.

Typically, customers access loyalty programmes by using plastic membership cards or mobile apps. By using loyalty cards or apps at POS systems or online, members can access rewards or use points to put towards purchases and discounts. 

What makes a good loyalty programme?

  1. Keep things simple

Your customers don’t want to jump through hoops just to sign up to your loyalty programme. If they’re having difficulty accessing it or redeeming rewards, then it won’t be long before they look elsewhere.

Instead of making them navigate page after page just to fill in extensive forms, aim for something that’s quick and simple to sign up to, and limit the amount of information you need your customers to provide. You can always ask for more detailed feedback from them later once they have some experience with your loyalty programme.

young man online shopping looking at loyalty card

  1. Know your target market

Unless you truly understand your customer demographic, making your loyalty programme a success can be a real uphill battle. It’s important to find out as much information about your target audience as possible. Dig into who they are, what they like, and how you can connect with them. Once you have this information to hand, you can use their preferences to determine the kinds of rewards you offer to them.

  1. Make it worth their while

If the purpose of your programme is simply to capture data, then it will never be the success that you wish it to be – so give your customers real benefits to being part of your loyalty programme. For a customer to truly value your brand and loyalty scheme, you’ll need to think about the types of rewards you’re offering to them beforehand.

A reward system that needs a lot of points to reap rewards but doesn’t award many points to consumers might deter them from signing up. And if this is the only type of reward you offer, then it’s unlikely to keep existing customers interested either.

You might also consider using incentives upon sign up to attract new customers as a token of goodwill. A little trust at these initial stages can go along way when it comes to customer loyalty.

By varying the kind of rewards you offer, it’s possible to keep customers more engaged with what you’re offering. This will also help you to know which offers are the most effective in attracting new customers too.

  1. Track their responses

Doing the same old thing just because that’s what you’ve always done can hurt your chances of success in the long run. Be sure to monitor the responses you get to your promotions and marketing to see how you’re progressing.

If something isn’t providing a return on investment like you hoped it would, then you can always tinker with your formula to find something that will.

team sat in modern office

  1. Use customer data to your advantage

Don’t sit on the customer data that you have collected. Keep it up to date, analyse it, and use it to your advantage.

Many successful loyalty programmes sustain customer loyalty by implementing email or postal newsletters, posting seasonal vouchers with extra discounts, and celebrating customer birthdays and milestones. With each of these marketing approaches, you are once again reminding the client of your brand and all the benefits that come with being a member of your loyalty programme.

  1. Make it personal 

Wherever possible, you should strive to personalise all your marketing material where you can. Customers will be encouraged to make use of your rewards when they feel like an individual as opposed to just another number.

Take email marketing, for instance. You stand to be more successful when the receiver is personally addressed in the email. Plus, it’s also helps to distinguish your mail from unwanted spam.

If you use a physical loyalty card, it’s also a good idea to feature their name on it. This gives the client a sense of ownership and creates extra value. Plastic cards can be personalised with a printed name or number, or could even be embossed like a traditional bank card.

What’s more, we’d recommend updating your plastic loyalty cards each year. A change of colour or design keeps your brand fresh and, again, provides another opportunity for you to touch base with your clients.

  1. Promote through social media

Increasing customer engagement is possible through your social media accounts, so make sure you’re using it to make followers aware of your loyalty programme. Social media’s spread means it’s easier for customers to share amongst their friends, so you can easily promote rewards and offers without having to put the effort in yourself.

 

Swype is one of the UK’s leading plastic card and print specialists, delivering first-class service and innovative solutions. For more information about our products and services, visit the homepage or call 01744 815475.

 

 

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