Loyalty is Easy

A loyalty program is a marketing tool for creating repeat purchases and profitable cooperation for a brand and its customers. Benefits for a company are numerous: higher basket value, more referrals, uplift in purchases frequency and marketing costs saving to name just a few. On the other side of the loyalty equation, there are benefits the program brings to members. Only when both sides are balanced may a be successful.

The customer lifecycle or customer journey lets you identify and segment customers based on their position with your brand over time. When you can categorize customers, you can better understand how to assign your resources

For a long time, loyalty programs have been considered for B2C initiatives rather than the B2B market. Because B2B businesses tend to have longer sales cycles and buyers that aren’t attracted by coupons, many thought that B2B loyalty programs

A loyalty program should be considered as a long-term investment and generate revenue for the company. The business should approach programs differently than just an ordinary marketing solution.

Segmentation is a business process in which marketers split a market of customers into relatively homogenous groups (called segments) based on specific parameters.

A loyalty program allows brands to communicate with program members in many different ways. In addition to standards sales and information-related campaigns, there is another type of campaign that’s important for the program to run on a continuous basis,

Every loyalty program requires ongoing care and improvements. What are the crucial elements of day-to-day maintenance of the program? Continuous evaluation and maintaining engagement of members.

Although acquiring new members and earning and burning points are the main goals of a loyalty program, there is one more thing to keep in mind: Key Performance Indicators (KPIs).

As the ways brands can connect with customers grow, so do customer expectations. It is no longer enough to offer customers a loyalty program that is based solely on transactional points.