Loyalty is Easy

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.

Marketers have never before had such a vast array of ways to communicate with consumers. The internet and mobile have greatly expanded the existing possibilities: traditional channels have evolved, and new ones are born almost every day.

Imagine receiving a simple piece of paper with a “25% off” discount you can use at a physical store. Coupons used to be the most popular way to promote a store or brand, and this how discounts were given out in the past.

Rewards selection is a crucial element in any loyalty program that has a meaningful impact on its efficiency. Even if a program is simple and customer-friendly, it is not necessarily attractive to customers.

Promotions. One of the most common concepts in marketing. For loyalty programs, they have special meaning – through promotions, program managers can decide how and when to give customers incentives, which in turn allows them to enhance engagement.

Every day, marketers have to answer the question: how can we make our loyalty program more popular? Well-designed platforms allow them for flexibility in managing loyalty events and setting up new promotions to engage customers.

Loyalty experts often say “points are money.” This reminds us that loyalty programs are not just simple platforms for exchanging points. They are more like banks, but with points as the main form of currency.