What really counts when it comes to loyalty programmes?
PromoVeritas recently ran a consumer survey and learnt that 41% of consumers are now more likely to use their existing loyalty programmes than they were six months ago. This astonishing fact highlights how extra points, rewards and prizes are becoming increasingly valued by customers as a means to supplement their incomes as the cost of living crisis hits the economy hard.
Our webinar this week focuses on how to run safe and effective loyalty programme and includes a deep dive into Yeo Valley’s successful Yeokens programme – one of the few FMCG loyalty programmes to have lasted over ten years. Ahead of the webinar we asked our CEO Jeremy Stern, veteran of helping clients like Yeo Valley, Amazon and H&M run successful loyalty programmes and their promotions for three key things to remember.
- Make it personal – If a customer has gone to the trouble of signing up to your programme, take the time to strengthen your relationship through personalising what you offer them based on the data they have shared with you. Birthday rewards, or prizes tailored to suit their demographic, will only serve to deepen engagement.
- Make it rewarding – Gaining points for transactions is obvious, but like Yeokens and the Lidl app offer incentives for playing games or referring a friend, or offer free delivery or samples because they are a loyal member and are important.
- Make it digital – most importantly using a digital platform to run your programme seamlessly is not only expected but impossible to do without. A loyalty app that is engaging and offers great rewards will keep your brand front of mind, and in the palm of your customers’ hands where you can easily send targeted alerts and offers.