Loyalty programs are still one of the best ways for marketers to reward current customers and keep them interested in a brand and its products. That's especially important because gaining a new customer costs more than keeping an existing one. But how do you create effective loyalty programs? Loyalty programs are not one-size-fits-all, and the success of a program will depend on your offer and your target audience. However, there are a few best practices to consider:
- Make Membership Easy: The best loyalty programs are easy to join and fast—both for customers and for the employees signing them up. If a program takes too long or asks for too much information up front, your membership rate will suffer.
- Reward Frequently: If you reward customers frequently, they will be more likely to use the loyalty program you provide—even if you offer smaller rewards as a result.
- Make it Easy for Employees: If your loyalty program requires incremental technology, equipment, or special training for employees, it's less likely to gain traction. Keep it simple for employees to offer, track, and promote.
- Leverage Partnerships: Consider building partnerships with large employers, colleges, clubs, and local media that will enhance your loyalty program's effectiveness. Partners that have a good brand reputation will also give your brand a boost.
Loyalty programs don’t have to be complicated or expensive. They are a terrific way to tell your valued customers that you appreciate them, and in turn, you can expect repeat business and increased retention rates. If you’re interested in developing a loyalty program, contact me at firstname.lastname@example.org.