This is the second in a five part series on what you should consider in implementing an effective loyalty program. GetOne would love to hear from you if you have anything you think we overlooked or if you have any questions.
2) Ask the Right Questions
Use Case: Rosie’s Hair Salon specializes in high-quality cuts and colors. When Rosie decided to install a digital rewards program, she made sure not to burden clients with too many sign-up questions. Other than a phone number and email address, the only information visitors needed to provide was the year in which she graduated high school and the names and ages of her children.
Gathering information about members enrolled in a loyalty program can provide valuable insights into consumer behavior. This useful tool should be a basic function of all digital loyalty programs, but should remain optional for participation. After all, your customer’s continued business is what earns them points and rewards, and they should never feel disadvantaged by opting not to provide additional information such as a birthday or email address. Additionally, in order to encourage participation while avoiding privacy concerns, only request information that matches your industry.
- An auto shop might ask for the year of a customer’s car.
- A music store might request a shopper’s favorite guitar maker.
Switch the two and watch as tempers rise and participation decreases.
From “Five Must-Haves of Effective Digital Loyalty” by Maria Khodorkovsky