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Customer Loyalty Programs In Retail Firms – A customer loyalty or rewards program is a customer retention strategy that encourages customers to continue buying from your brand rather than a competitor. Read examples of the best loyalty programs.
Sometimes you have to give customers a reason to keep buying from you. To build customer loyalty, businesses offer special discounts to customers who shop regularly. This strategy is called a loyalty program.
Customer Loyalty Programs In Retail Firms
If done well and with the customer at the center, loyalty programs can help your customers feel good about shopping with you. There are many different types of customer loyalty programs that can increase customer engagement. What you choose depends on your mission, product and rewards program goals.
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A customer loyalty program, or rewards program, is a customer retention strategy that encourages customers to continue buying from your brand rather than a competitor.
Like personal relationships, customer relationships thrive when both parties feel they are getting something beneficial from the connection. Customers give you their support when they shop with you, and in return, loyalty rewards like discounts and freebies ensure they’re getting something in return. Here are eight benefits of a customer loyalty program:
And if that wasn’t enough, here are some statistics that prove the importance of loyalty programs.
Most loyalty programs have the common goal of retaining customers, increasing their lifetime value, and demonstrating customer appreciation. But each type of loyalty program works differently. For example, loyalty points programs allow customers to exchange points for discounts or gifts, and subscription programs reward customers when they sign up for a subscription.
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Read on to find out how these programs work and see examples of the best in the game.
Points programs are among the most popular types of customer loyalty programs. They are effective because points are easy to earn and redeem. Customers can exchange credit points towards their next purchase, discounted services or gifts. Customers can track points programs using a loyalty card, online account or mobile app. Because so many brands use a points program, it’s easy for customers to recognize. They understand how to use them and it’s a seamless experience. For example, Marriott has a popular customer loyalty rewards program called Marriott Bonvoy Benefits. Travelers can redeem points for free hotel nights, dining and other experiences. They can also earn points for car rentals and flights, share points with friends and family, and get free Wi-Fi and special prizes. Personalization was key to increasing Marriott’s brand loyalty. Rewarding customers through a points system allows Marriott to analyze customer behavior and use this customer data to create a better experience that is tailored to each customer. The more a company knows about its customers’ preferences, the more it can offer personalized rewards.
The serial program starts with a points program that allows customers to earn rewards for every purchase. Series programs are like video games. Once you have completed one level of spending, customers can unlock a new level that will give them access to more perks and benefits.
Serial programs can match your brand’s marketing strategy. To create an element of exclusivity, you can have a series of “Diamond level” clients. Customers at this level may receive exclusive pricing on your most expensive products and services. This will encourage customers at lower levels to try to get to the next spending level. The more exclusive the reward, the more attractive it is to customers. DSW, the popular footwear retailer, announced its VIP Customer Loyalty Program for Canadian customers in 2019. The tiers were designed based on consumer behavior and included rewards such as free shipping and extra points for donating unwanted shoes.
Why Customer Loyalty Programs Are Important For Your Business [infographic]
The benefit of adding a tiered customer loyalty rewards program to a points program is a structure that customers can rely on for months or even years. It gives them something to strive for.
Not all rewards programs focus on tiers and discount codes. If your company has a strong social mission, you might want to try a customer loyalty program with a reason.
Alignment with a mission or goal allows you to build customer relationships and encourage repeat purchases through your shared values. These programs can be more effective when you partner with a nonprofit that has a strong connection to the company’s mission. Ben & Jerry’s creates ice cream flavors with a social justice theme and donates sales to charities that support animals, the environment, social programs and other causes.
A mission-driven customer loyalty program allows customers to feel that their purchase, big or small, is helping to improve the lives of others. Before starting this type of program, make sure your company’s values and mission are aligned. Then identify organizations or causes that would relate to your customer base.
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We’ve already discussed loyalty campaigns that offer customers points for every purchase they make. But how do you reward customers who spend more money in less time? How do you encourage these customers to keep spending with you rather than going elsewhere? Spending-based customer rewards programs allow companies to identify high-spending customers. Airlines in particular are moving from points programs to spend-based systems. It allows them to engage more deeply with frequent flyers who pay more for fewer flights. Azerbaijan Airlines rewards loyal passengers with travel points based on the base fare of each ticket.
Travelers who achieve elite status early receive benefits such as free lounge access, early boarding and additional baggage allowances.
This type of program is beneficial for business travelers who pay more for last minute flights for their next meeting or planned events. It recognizes how often customers shop and how much they spend.
Gaming programs add a fun element to the arduous task of shopping. Let’s look at Starbucks as a great example of a gamification based customer loyalty program.
Customer Loyalty Infographic
Starbucks switched from a simple points program to a gamified approach in 2016. In addition to these changes, Starbucks recently announced new features to incentivize casual customers to become regular customers.
Before these changes, every customer was awarded one point for every purchase, regardless of how much money they spent. The problem was that a customer who bought a large vanilla iced latte and a slice of pumpkin loaf received the same reward as someone who only ordered a tall cappuccino. With the game system, customers earn two “stars” for every dollar spent, rewarding those who spend more money in shorter time periods. However, it does not end with the stars. The recently introduced league tier expands the points program and allows customers to exchange their stars for items other than just cups of coffee, such as an extra espresso or even select merchandise.
Customers play a game on the mobile app, which Starbucks also uses to alert customers to opportunities to earn extra points. Gaming loyalty programs encourage future purchases by making the process of earning points more fun and keeping customers engaged.
Who doesn’t like gifts? Free benefit programs offer free products and services to loyal customers. Grubhub’s loyalty program allows customers to redeem ongoing offers that can earn them free meals worth more than $400 at any time. The program also helps its restaurant partners promote their restaurants on the app by introducing customers to places they haven’t tried.
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Amazon Prime is the Holy Grail of subscription-based customer loyalty programs. But you don’t need to be a tech giant to implement this kind of rewards model. Dirty Lemon, an e-commerce startup that specializes in lemonade with a kick, is giving subscribers a discount — everyone else has to pay full price for charcoal lemonade.
Sephora’s Beauty Insider program offers customers a choice of gifts based on a points system. But it also offers something unique: an online community. The Beauty Insider Community is an online community where beauty obsessives and beauty beginners alike can ask questions, share their looks, and swap tips. Experiential rewards like Sephora’s online community add an emotional dimension and strengthen customers’ relationship with the brand.
Referral programs are a form of customer rewards that reward customers for referring their friends and family. They help turn loyal customers into brand advocates. Freshly’s referral program gives $40 off to each new customer they refer, and that friend gets $40 off as well.
A paid loyalty program requires customers to pay a fee for loyalty benefits. DoorDash customers can become members of DashPass for a small monthly fee. In return, they get free delivery to a wide range of restaurants, so customers who use the app often save on their orders. Takeaway? Paid customer loyalty programs only work when the value outweighs the cost.
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The most successful loyalty programs make customers feel like they are getting something back. Cashback rewards give customers money back or money to spend on the business. This type of loyalty program is popular with financial companies. But Gap also gives customers Gap Cash to spend in store or online. Bank of America’s Preferred Rewards rewards customers with cashback when they spend money
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