This is the fourth 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.
4) Aim to Please
Use Case: When Richard installed a loyalty program for his pet shop, he was positive he knew exactly what sorts of rewards to offer his clients.
- For the first 5 points earned, all clients received a free coat brushing for cats.
- At the 10 point level, points were automatically redeemed for a brushing for small dogs.
- At the 20 point level, brushing for large dogs was the reward.
Everyone loves options. Allowing customers to choose from a menu of rewards ensures that they will not feel forced into claiming goods they did not want or will not use. In the example above, Richard has taken good care of clients that have their pets brushed, but he has offered nothing for those that come in for other services.
Diversify your loyalty program by allowing customers to pick from a rewards menu or redeem points at different levels. Keep in mind, however, that an overly complicated rewards structure will not be as attractive to customers as a simple and straightforward one.
It is also helpful to include “dream rewards” – big-ticket prizes that require a long track record of loyalty, but that entice shoppers to continue purchasing and accruing points. These rewards may be:
- Monetary, such as a major discount or expensive item.
- Creative, like the chance to rename a sandwich after 100 points at a deli or shave the owner’s head after 500 at a hair salon!
Whatever the reward, point redemption should be easy and painless. Making customers jump through hoops just to claim their rewards will inevitably discourage future participation.
From “Five Must-Haves of Effective Digital Loyalty” by Maria Khodorkovsky