A strong loyalty program remains one of the most impactful ways brands and retailers can compete for the connected consumer, putting price point aside. It also yields accurate analytics about consumer shopping behaviors and preferences, giving brands the ability to cultivate their marketing strategies by better understanding their customers. Whether through a traditional swipe card, a mobile app, or other program models, brands need loyalty programs to deliver the most memorable experiences to attract returning shoppers.
With advanced insight into why consumers and crave a positive customer experience, brands can pave the way for a more informed, successful retention strategy. Based on years of research and customer surveys, here are the key attributes to consider when building a successful loyalty program.
Now more than ever, the connected consumer wants to feel appreciated. They’re looking to be treated as an individual and gravitate toward more memorable shopping experiences. Loyalty programs that adhere to and promote the ease and convenience of shopping with your brand will increase consumer engagement and campaign ROI.
Customers have come to expect a personalized shopping experience, when, where, and how they want it. When used effectively, a loyalty program can be a tool to satisfy personal needs and bring consumers back for future purchases.
A seamless customer experience both online and in-store is proven to generate stronger customer relationships. Online experiences should have the same level of simplicity, convenience, and care that consumers would receive in-store.
Yet, do not forget about your in-store shoppers. 66% of consumers say they are more likely to make an impulsive purchase in-store, giving store associates the ability to impact a programs’ sign-up success significantly.
Perfecting a loyalty strategy is easier said than done. What might be the most effective and personalized program for one customer might be alienating and invasive for another. It’s essential to define your audience goals and customer profiles and then find a way to design the program accordingly.
Truly engaging loyalty programs transcend the transactional and tap into the experiential, making customers’ lives easier and meeting them when, where, and how they prefer.