Loyalty Programs
There are four essential elements to creating a effective loyalty program that will capture and retain customers and deliver increased revenues.
Clarity and Simplicity.
The goal of a program must be clear. Customers need to understand what they need to do within the program and how they can benefit. If customers do not understand the program it simply cannot succeed.
Attainable and Valuable Rewards.
The rewards of any loyalty program must be within reach. A points and rewards system must instill a belief in the customers that they will indeed benefit from membership in the loyalty program. A strong sense of value to the customer is necessary in order to keep valued customers coming back for more.
Fresh is Best.
Change the program features from time to time, provide new rewards, and keep things new. Like any marketing program, a loyalty program needs to be refreshed, updated and re-tuned to keep customers not just interested, but more important, actively participating.
Communicate and Market.
Keep in touch with your customer base often with information and offers that will appeal to them. Direct mail, in-store promotions and email, can all assist to attract more customer activity. Provide sneak previews of new products. Continue to remind customers of the privileges of membership in your program.