Customer Communications Group, (CCG) the full-service loyalty and marketing agency, shares four loyalty marketing lessons that are giving retailers an edge in 2016.
“There’s no single loyalty program that exactly outlines the right loyalty route for all customers,” said Sandra Gudat, president and CEO of Customer Communications Group, “but here are some best-in-class loyalty program features worth mirroring.”
1. Give Customers an Adventure
The North Face VIPeak Rewards
program offers some unique redemption options with its VIPeak Rewards
Catalog, allowing members who have amassed over 10,000 points to use
them on a variety of unusual rewards, from a free lift ticket, to a
Nepali climbing adventure with a pro.
Besides earning 10 points per dollar on purchases, members also earn points by participating in The North Face-sponsored events, such as the Endurance Challenge and ongoing speaker series.
2. Create a Program That Offers Variety
With more than 10
million members, Gilt connects users with dramatic sales on designer
clothing and accessories. Members can earn points by shopping, referring
friends or even just visiting a sale on Gilt.com, then redeeming points
for exclusive sales, early access to merchandise, free shipping and more.
But here’s the twist: early access and other perks require points. Early sale access—a huge advantage at a flash-sale site—starts at 250 points, free shipping begins at 3,500 points, and discounts up to 30 percent require 20,000 points.
3. Create a Personalized Experience
Sephora’s Beauty Insider
is a standout for creating a feeling of exclusivity for members at a
mass merchandising level. The loyalty program not only leverages
preferences to personalize the member’s experience through product
recommendations and beauty tips, but it also uses that information to
create curated product sets for rewards. Members can also request a free
gift any day during their birthday month.
At $350 in spending, members enter VIB status and earn advance access to events. But at VIB Rouge, with a threshold of $1,000, the door is unlocked to exclusive events, free gifts and even exclusive merchandise.
4. Make It So Easy it’s Practically Invisible
Starbucks has
done a lot right with its My Starbucks Rewards program – including how
easy it is to use. The mobile app is user friendly, never requires
accessing the website or dealing with the register and completely
manages all of the program benefits, such as monitoring rewards status,
access to new products, mobile ordering and even payment.
Members can earn stars (points) whether they purchase a product from namesake stores Teavana or La Boulange, or buy a pre-packaged coffee from a grocery store. Members also collect stars by paying with their registered Starbucks, Teavana or La Boulange cards at participating stores. Stars can be redeemed for different rewards, and members can gain higher levels of rewards by using their Starbucks card more frequently. Plus, members can receive a free iTunes song each week.
Get Started on a Unique Loyalty Program
These best-in-class
programs represent just a few examples of how to uniquely connect with
customers who will earn and use rewards. Keep the lessons coming from
the pros that live by them, sign
up here to receive CCG’s newsletter. And find out how to score
customers by their value to your business, read CCG’s Have
You Scored Your Customers Today?
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