Customer loyalty programs have been all the buzz for the past few years, where loyalty proved to be a necessity to all businesses in order to survive.
The natural question for you as a business owner is, do customer loyalty programs work, and should I implement one? In this blog post, we will explore:
Defined, a loyalty program is a program that allows a business to track and reward customers for different types of actions taken. Rewards programs can come in many different shapes and forms, but most rewards programs at their core operate using points-based systems. As customers make more purchases, they can then collect points and use them for various rewards such as discounts, free shipping, free products, and more. A well-known example of a rewards program is how airline companies use Air miles - the more you fly, the more you can fly for free. It's as simple as that.
With over 90% of companies having a loyalty program, the big question is, do they work? In a loyalty report by Bond, their studies found that 84% of people who were members of a loyalty program made a redemption at some point. Not only that, but 71% of consumers said they found that the loyalty program was a meaningful part of their relationship with the brand.
Over time, a loyalty program has a compelling benefit for the brand; on average, around 66% of customers modified spending habits to maximize rewards points, resulting in a 27% increased overall cart total.
In another study by Incentive Solutions, they found that the average order quantity before and after the implementation of a loyalty program increased by an astounding 319%!
So the short answer, implemented correctly to the question "Do loyalty programs work" is a resounding YES! That being said, a poorly implemented loyalty program will not benefit you nearly as much as a well-structured one, so let's explore the components of a good loyalty program.
For a loyalty program to be successful, it has to follow some basic principles; these principles will allow it to effectively and consistently keep customers "coming back for more."
The most apparent aspect of a good loyalty and rewards program is providing the customer with enticing and desirable rewards. The customer must see the program's benefits and want to work towards acquiring those benefits constantly. Otherwise, the program will not be successful.
Many people are familiar with the supermarket rewards card, allowing you to scan or swipe it after every purchase to add the points to your balance. In the modern age, there must be a digital equivalent for everything and a way to access and view your topics digitally. While cards may be aesthetic and nice to provide for your customers, there has to be a way for people to access their points and balance when shopping online, when using their laptop or smartphone and when they are on the go. Ease of use makes a huge difference for your customers and will dramatically increase the usage of the loyalty program, thus improving customer loyalty
You can have set up a perfect rewards system and made it incredibly easy for customers to access their rewards system anywhere; it all falls apart if you do not make it easy to join. Customers should ideally be able to sign up with minimal effort and in a few minutes or less. If multiple steps are involved in the process of signing up, you can counteract the possibility of customers exiting the process halfway through by introducing a sign-up bonus
Once a customer begins to use the program, they have to be able to understand how to utilize the system easily. Make it straightforward for customers where they can redeem their points, the different options for redemption, the rewards and perks of different tiers, and how they can gain points. The more easily a customer can understand the program, the more they will use it
Last but certainly not least, the best loyalty programs offer more than a simple transactional process. A loyalty program allows customers to connect with the brand in many ways, thus building the most potent type of connection a brand can have with customers' emotional connection. Adding tools such as friend referrals, points for social media posts of the product, follows on social channels, and other connective actions will change your rewards program from a simple transaction process into a tool for connectivity.
1. What is a customer loyalty program?
Answer: A customer loyalty program is a structured initiative that enables businesses to track and reward customers for various actions, fostering loyalty. These programs often utilize points-based systems where customers accumulate points through purchases and redeem them for rewards like discounts, free shipping, or complimentary products.
2. Do customer loyalty programs work?
Answer: Yes, customer loyalty programs can be highly effective when implemented correctly. Studies indicate that 84% of program members redeem rewards, and 71% of consumers view loyalty programs as meaningful in their relationship with a brand. When well-structured, loyalty programs can lead to changes in customer spending habits, with an average 66% modifying behaviors to maximize rewards points.
3. What makes a good loyalty program?
Answer: A successful loyalty program should have powerful and desirable rewards, digital optimization for accessibility, ease of joining with a simple signup process, user-friendly design for easy comprehension and utilization, and an emotional connection with customers. Emotional connections can be established through features like friend referrals, social media engagement rewards, and other connective actions.
4. How important are rewards in a loyalty program?
Answer: Powerful and desirable rewards are crucial for a loyalty program's success. Customers must find the rewards enticing and worth pursuing consistently. A well-structured rewards system contributes significantly to the effectiveness of the loyalty program.
5. Why is digital optimization important for a loyalty program?
Answer: In the modern age, digital optimization is essential for a loyalty program's success. Customers should be able to access and manage their loyalty points digitally, whether shopping online, using a laptop, or on the go. Digital optimization enhances ease of use, increasing customer engagement with the loyalty program.
6. How does the ease of joining impact a loyalty program?
Answer: The ease of joining is critical for a loyalty program. Customers should be able to sign up effortlessly, ideally in a few minutes or less. A simple signup process, possibly with a sign-up bonus, encourages customers to participate, preventing dropouts during the registration process.
7. Why is it important for a loyalty program to be easy to use and understand?
Answer: A loyalty program must be user-friendly and easily understandable to encourage customer participation. Clarity on how to redeem points, the benefits of different tiers, and how to earn points enhances customer engagement. The simpler the program, the more likely customers are to utilize it.
8. How does emotional connection contribute to a loyalty program's success?
Answer: Emotional connection is a key aspect of successful loyalty programs. Programs that go beyond transactional processes by incorporating features like friend referrals, social media engagement, and other connective actions enable customers to establish a deeper connection with the brand.
9. How can businesses quickly implement a powerful loyalty program?
Answer: Businesses can leverage all-in-one marketing and loyalty solutions, such as Gameball, to quickly implement a powerful loyalty program. These solutions offer hassle-free setup and provide additional functionalities to enhance business growth.
10. What benefits can businesses expect from implementing a loyalty program?
Answer: A well-structured loyalty program can lead to increased customer engagement, changes in spending habits, and higher overall cart totals. Businesses may also enjoy a boost in customer loyalty, resulting in long-term relationships and growth.
We can't talk enough about how beneficial a loyalty program could be for your business; for many companies, creating one with all these features is long and strenuous. Loyalty programs and rewards are a proven way to gain your customers loyalty and reap the rewards of customer retention, higher purchase frequency, referrals and more. Try out Gameball's powerful all-in-one marketing and Loyalty solutions and unlock a level of growth you never imagined possible.