Bonus programs of banks: Points and Bonuses. An old friend is better than two new ones: customer loyalty program Unusual loyalty programs

Flexible discount and reward systems for regular customers are an ideal option to build a long-term relationship between the store and the buyer. For example American companies we can consider the best results of the introduction of loyalty systems in the service sector.

Star system at Starbucks

One of best examples customer motivation is demonstrated by the network of the most popular coffee houses in the world. By introducing the My Starbucks Rewards reward system in the form of bonus stars that each visitor can receive when paying for an order with a card. Bonus stars can be exchanged for coffee, syrup, or tasty toppings. This system replaced the "loyalty for the elite" Gold, when the client had to buy a gold card for $25 and received only a 10% discount on the purchase.

Premium status from Best Buy

The largest electronics retailer, Best Buy, has introduced personal cards, for which points from purchases are summed up. As a result, customers can get about $50 back for a $250 purchase. However, this is not even the goal itself. The goal is to earn 2,500,000 points that will help you upgrade to a premium status and receive a unique discount newsletter, access to an online magazine and the opportunity to participate in private draws.

Loyalty for the elite at Neiman Marcus"

The largest premium store in America, Neiman Marcus has developed its loyalty system in accordance with the characteristics target audience. The customer motivation system was introduced back in 1984. Its peculiarity is that club cards are issued only for purchases from 3,000 thousand dollars. Customers can accumulate bonus points and exchange them for services and purchases in stores and partner companies: American Airlines, United Airlines, Samsung Electronics. In addition, draws are regularly held among cardholders with valuable gifts and big discounts.

Bonus car rental from National Car Rental

One of largest companies car rental in America - National Car Rental, the first in its segment, introduced a loyalty system back in 1987. By improving and modernizing it every year, it has achieved an absolute monopoly in its field. There are many benefits for Loyalty Card holders. From free car rental on certain days to the elimination of co-driver surcharges and expedited service.

Free stay at Intercontinental

Many hotels introduce a bonus program for regular visitors. The Intercontinental Hotel is no exception, with over 40 million members in their loyalty system, yet only 30% of them are actively using the loyalty program privileges. The essence of the program is to accumulate bonus points, which can later be exchanged for free accommodation in Intercontinental hotels in any country in the world. In order to become a member of the loyalty program, it is enough to actively use the hotel's services for 12 months and access to the hotel's service privileges will be open.

The results of the success of these loyalty programs can be easily determined by the superiority of these companies in their segment. Customers want to feel superior and important, and companies that make extraordinary service decisions are the absolute leaders in their industry.

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Which loyalty programs are becoming a thing of the past, and which are replacing them? Some loyalty programs are effective in retail, but why don't they work in a restaurant or hotel business? I'll try to answer based on my experience in retail.

Discounts are not important, but an individual approach

IN Lately many trading companies prefer bonus programs, refusing discount cards. Firstly, it is beneficial for retailers that the client constantly returns and makes more and more new purchases, and secondly, the accumulative bonus system assigns the card to a specific buyer, which allows analyzing demand individual person not all of his friends.

Today, a personalized approach is indispensable, because customers want to know about the availability of a very specific product in the store. For example, the Eurodom company, of which I used to be the CEO, used a loyalty program based on the study of customer preferences. When new collections arrived, we told specific customers about it, and the goods sold out in a matter of days: adherents of certain brands provided us with a steady increase in revenue.

Gradually retail chains begin to realize the benefits of individual offers. Thus, according to one of the studies conducted by SAS together with the industry portal New Retail and the professional community of CRM Solutions, 76% of networks still have offers addressed to all visitors, without any segmentation. But 23% of retailers already use the division into large age and gender groups, and 9.2% segment customers by purchasing power (“standard” and “premium”). Every fifth Russian retailer develops targeted offers for narrow groups and 11% make individual offers.

According to another study by Accenture Interactive, which surveyed 1,500 consumers in the US and UK, 56% of shoppers prefer to visit stores that identify them by name, and 58% are loyal to those retailers that keep a customer's shopping history. If three years ago only a third of buyers were ready to provide the retailer with detailed information about myself, now there are one and a half times more such people.

What is good for the retailer, the restaurateur is at a loss

Somehow, the CEO of Restconsult and the owner of the Meat & Fish restaurants, Sergey Mironov, shared that restaurants have recently been massively introducing various loyalty programs, but they are not getting the expected effect. And he explained why.

IN restaurant business loyalty programs are the same as in retail - discounts, bonuses, gifts for regular visits. Restaurants are actively introducing electronic loyalty cards and push notifications into their work, informing customers about promotions, availability of tables, theme parties and updated menu. They also develop mobile applications through which visitors can do pre-orders, track food prices and calculate loyalty bonuses. The paradox is that all these technologies are mainly of interest to an audience with low incomes - for example, students who do not do great weather for restaurants. And catering establishments still live mainly at the expense of wealthy guests, and you should not forget about it. By the way, for the same reason, the system of exchanging bonuses for gifts began to slip in retail. For people with incomes above average, this was not very interesting.

According to the restaurateur, loyalty programs in the HoReCa segment should not be tied to digital and mobile technologies at all: a person comes to a restaurant to forget about them and just have a delicious meal. Understand during lunch mobile application- it's like buying a ticket to the theater, where instead of a live performance you will be offered to watch a play on a tablet.

I am absolutely in solidarity with colleagues from other industries - you should not blindly copy what is massively working on the market retail. Getting a discount on goods is one thing, most people strive for this, but when a person invites business partners to a restaurant, and at the end of dinner starts a conversation with the waiter about the accumulated points - this is not comme il faut. Those restaurants that practice free breakfasts and lunches and present new dishes are doing the right thing. Only one thing is required from the guest: write about their impressions on social networks or repost news about the event. This approach multiplies the number of customers, besides, the restaurant does not lose anything on free promotions, and even, on the contrary, earns: having eaten a free dish, a person will definitely buy something else.

Breakfast in bed is not important, but attention

In the hotel business, as in the restaurant business, there is no point in chasing clients with small incomes. They go to other countries no more than two or three times a year, which means that they do not return to the same hotel and do not justify spending it on participation in such programs. A typical member of the loyalty program is traveling at least 12 times a year. And in this case, the loyalty of a person to a particular brand is a big question. According to various experts, there are millions of people in the loyalty programs of large hotel chains, but only a third of them actively use the offered privileges. What is the reason?

If we are talking about the same bonuses, for example, it is not enough for people to convert them into free hotel services (laundry, breakfast in bed, taxis) or exchange them for miles from partner airlines. Both customers of shops and tourists need an individual approach to service. A person must see and understand that the hotel knows everything about his preferences and tastes and is ready to anticipate his every desire. This is why omnichannel approaches to customer service are more important in the hospitality industry than in any other industry. In whatever city a person stays, information about him should be stored in a single database of the hotel chain. But in the loyalty programs of many Russian hotels, alas, such technologies are not used.

Shopping club

In Russia, banking loyalty programs that offer cash back are becoming the most popular. And many retail chains are joining these programs. Demand is also growing for installment cards. It is understandable because all three parties benefit from them - the bank, commercial enterprise and buyer. By entering into partnership agreements with a store, restaurant or beauty salon, the bank receives a commission from each purchase, its partner increases revenue due to an increase in the number of customers, and the client himself gets the opportunity to buy goods on credit without paying interest on it.

Another trend is the use of chat bots in Telegram, Viber and Facebook messengers that conduct dialogues with customers. With their help, you can receive discounts or bonuses of the day, as well as a discount on your favorite products.

On the wave of popularity, all these programs in Western companies were some time ago. Now it is fashionable for our European colleagues to develop specialized clubs for the most loyal customers. Clients do not receive discounts, but are invited to various events, workshops and other closing events such as client days, sales or collaboration pre-sales. Gap, Adidas, Visa, MasterCard are examples of such companies. Many enterprises are merging with related businesses - for example, airlines with hotel chains. Of course, bonus loyalty programs in the West are also common, but there they offer to convert the accumulated points not into discounts on the next product, as is customary with us, but into useful services - for example, consultations of stylists in beauty salons or shoe care specialists in shoe stores .

Europeans also like to exchange bonuses for unusual experiences. For example, members of the Nectar UK loyalty program can redeem points for a ride in a vintage British Pullman sleeping car, a ride in a Ferrari or a speedboat. For Russian loyalty programs, such services are still rare. But there are also examples: the most frequent visitors to Modi stores will participate in closed sales and receive other privileges - for example, being the first to know about new collections. For them, we will also hold master classes with famous chefs who will agree to reveal the recipes of their author's dishes. Today it is not enough to give people back a percentage of their purchases. The resulting discount on the product is forgotten as quickly as the price itself. Meanwhile, the impressions received from communication with the store remain in the memory for a long time.

You will learn:

The essence of the loyalty program on the example of a dialogue with the buyer.
Popular types of customer loyalty programs.
Development and implementation of a loyalty program in stages.
What to look for when creating the conditions for a loyalty program.
6 ways to evaluate the effectiveness of a company's loyalty program.
Examples of unusual loyalty programs from around the world.

Marketers are well aware that it is much more profitable to retain an existing customer than to attract a new one. The difference in costs for these activities can be up to 10 times! In addition, statistics confirm that a regular customer spends 67% more than a new one. Therefore, all efforts should be aimed specifically at retaining customers and stimulating repeat sales. To this end, the vast majority of companies implement loyalty programs in their activities, but few people know what is really important for consumers.

Expert opinion

The essence of the loyalty program on the example of a dialogue with the buyer

Egor Chemyakin,

Both executives and employees of marketing departments are constantly thinking about how to prevent their client from becoming a buyer of another company. The most common solution that comes to their mind is the use of discounts. Moreover, according to many, their regularity and significant size is the only way to retain a client. At the same time, the losses that accompany an incompletely thought-out discount policy are often not taken into account. As a result, such a system can hardly be considered effective and, most importantly, beneficial for the company.

For example, let's analyze the model of interaction between the seller and the buyer, when the client expects to receive a discount and unambiguously makes it clear that otherwise he will turn to another supplier of goods or services.

Bad option:

What discount will I get?
- There are no discounts for this product.
- In this case, I will order from your competitors!
- Okay, I can arrange a 5% discount for you personally, but this is between us.

A good option:

Can I get a discount?
- Of course, if the purchase amount exceeds 10 thousand rubles, your discount will be 5%.
- Well, such conditions suit me.

The best way:

Will there be a discount?
- Yes, sure. Moreover, your personal discount will grow along with the number of your purchases. If you purchase goods for 10 thousand rubles, you will receive a 5% discount, and if the purchase amount exceeds 20 thousand rubles, the discount will be 10%.
- That is, if the price of this coat is 22 thousand rubles, I will pay 19,800?
- Yes, that's right.

These dialogues fully reflect the essence of the loyalty program for customers, which is widely used by small businesses throughout Russia. If you want to radically differ from your competitors, it's time to think about how to do it.

The loyalty program includes a whole range of activities, each of which is aimed at retaining existing customers and creating long-term mutually beneficial relationships between customers and the company.

The goal that the seller seeks to achieve using loyalty programs is repeat sales. Such programs are invariably marketing strategy organizations and are aimed at increasing profits, increasing sales, retaining old and attracting new customers. The effectiveness of a set of measures is measured using indicators such as:

acquisition of new customers;
increase in revenue from repeat sales;
increase in the frequency of purchases (increase in the number of checks);
expansion of the list of goods purchased by one consumer (diversification of purchases);
decrease in the level of customer churn;
a shift in the interests of buyers towards more expensive goods.

So if you have not yet thought about implementing a customer loyalty program, now is the time to start using this powerful tool to take your business to a new stage of its development.

Restaurant loyalty program: practical recommendations from a practitioner

8 Popular Types of Loyalty Programs for Customers

Discount Loyalty Program

By far, the most common way to retain and attract customers, not only in Russia but throughout the world, is to provide discounts. They can be both one-time and cumulative. The client receives a discount card, the presentation of which, with each subsequent purchase, entitles him to a certain discount - either a fixed amount or increasing over time.

The essence of a cumulative discount is that by crossing a certain threshold set by the company, the consumer has the opportunity to save even more, that is, the size of his discount grows along with his loyalty. Some firms even "punish" customers who visit the store irregularly, lowering the percentage of the discount and returning it only at the next purchase.

The advantages of such a system:

Everyone loves discounts, especially Russians in the context of a protracted economic crisis and reduced purchasing power.
This type of loyalty program is simple in terms of organization and control of its implementation.

Cons of the system:

Discount cards of two or three competing companies are in the wallet of each buyer, and the size of the discount that he can count on, as a rule, does not differ. Therefore, it is a stretch to assume that this tool really works.
The client is interested in constant purchases only as long as his discount has not reached its maximum value.
Any discount is a reduction in the company's net profit.

This is easy to verify in simple example. Imagine that the price of one of your products is 9,000 rubles. The markup you made is 30%. By implementing it under the loyalty program with a 5% discount, you lose 450 rubles. At first glance, compared to the amount of the sale, this is a small part of it. But not everything is so simple.

Each product or service has a cost that you cannot change. The discount you give to the customer is subtracted from the profit you could have made. Let's say in this example it is 2700 rubles. Minus the discount, you will be left with only 2250 rubles.

Thus, yielding to the buyer 5% of retail price, you yourself lose 17.5%. As you can see, not so little. Well, if you can afford a markup of 100-200%. What if we increase the discount?

Remember this point, we will return to it a little later. In the meantime, let's look at what loyalty programs exist for customers, in addition to the discount one.

Loyalty bonus program

Discounts in this option of customer retention are not provided, they are replaced by bonuses. Fundamental difference consists in the fact that, leaving a certain amount indicated by the company in the cash register of the store, the consumer receives a certain amount of bonuses that can either be used as partial payment at the next purchase (for example, up to 20% of the cost), or be exchanged for a product worth the amount of bonuses. Different companies use bonuses in the form of points, stickers, rubles or local currency that circulates within the same trading network.

The advantages of such a system:

The loyalty bonus program is effective where it is possible to make regular purchases.
A client can become the owner of a decent amount of bonuses if he constantly purchases and for impressive amounts.
As mandatory condition the company may require a certain period of validity of bonuses, after which they expire, which will encourage consumers to make an unplanned purchase.
Having received bonuses, not all customers will use them, therefore, the company does not lose anything, and the product is eventually sold at full price.

Cons of such a system:

When we are talking about a very expensive, and therefore rare or one-time purchase, it makes no sense to introduce a loyalty bonus program. The client is unlikely to return to you again, despite the benefits offered to him.
If the rules for accumulating and using bonuses are too complicated, consumers simply will not understand them, and as a result, the loyalty program will not fulfill its function.
Bonuses are a more complex option than discounts. To control the correctness of their accrual and use, as well as compliance with the validity period, a special program will be required.

There are two ways to quickly increase the profits of any company - to raise prices for goods or services, or to replace the discount loyalty system with a bonus one.

Let's return to our example about a 5% discount for a product worth 9,000 rubles. Let's see how it works for bonuses. The client made a purchase, for which he was awarded bonus points in the amount of 5% of the value of the goods. He can spend them when he completes the next one.

1st purchase - 9000 rubles.
2nd purchase - 9000 rubles.

Bonus from the first purchase (located on his card) - 5%, or 450 rubles.

So 2700 (your net profit on first sale) + 2700 (second sale) - 450 (first purchase credits written off) = 4950 (your net profit minus the discount).

Thus, with the loyalty bonus program, the profit discount was 8.5% versus 17.5% in the first case.

Of course, you can argue that the customer is entitled to another 5% on the next purchase, which again adds up to 17.5%. However, practice shows that not everyone will return for the next product, but someone will come when the validity period of the accrued bonuses has already expired. And only after the completion of the next transaction, the buyer will receive bonuses for the next purchase.

It is quite possible that you will have a question, will you lose all your customers by replacing discounts with bonuses? You shouldn't be afraid of it. Probably, some share will refuse your services, but in return you will receive an increase in profits.

So you have nothing to fear. The small number of customers who leave due to a change in the loyalty program would never become your loyal customers. There are always people who are constantly looking for the best deals and therefore do not fall into the group of main consumers for any company.

Nevertheless, we will make a reservation that, of course, the choice of a loyalty program must be approached, taking into account many different factors. There is no one universal recipe that suits absolutely all types of businesses.

And one more piece of advice. Do not ask customers what suits them more - bonuses or discounts. The answer is so clear - a discount. The benefit that can be obtained here and now is always better than the one that will be in the distant future. Therefore, choose a loyalty program based on the interests of your company.

Tiered loyalty programs

This customer retention system is simple in essence, but rather difficult to implement. It is based on a direct relationship between how much a client spends on paying for goods and services in your company, and the privileges that he receives as a result. These include Additional services delivery type or longer warranty. By demonstrating loyalty to your firm, the consumer secures a higher status for himself. Such a system works effectively in the banking and insurance sectors, and it is also a favorite airline loyalty program.

System advantages:

The driver of this loyalty program is ambition, the desire to take a more advantageous position compared to ordinary customers, so a person is ready to spend more and more.
It is in demand in areas where there are clients of the VIP and Double-VIP segment.

Cons of such a system:

It makes sense to implement this program only for goods and services of a high level of value.
Bonuses must be very significant.
Because the system requires individual approach may be difficult to implement. Without a specially written for these purposes computer program, of course, is indispensable.

Paid loyalty program

In this case, the client simply buys the right to receive any bonuses and privileges. This usually looks like a fixed subscription fee for which access to additional features, limited resources, special terms of service.

The advantages of such a system:

Easy to organize.
Ideal for regularly purchased goods and services.
Customers willingly pay for access to such a loyalty program, but do not always actively use it (that is, the company receives money, but does not give anything in return).
You can calculate the cost of bonuses in order to fully comply with your interests.

Cons of the system:

If, from the point of view of customers, the benefit of a paid subscription is below the price they have to pay, such a model is doomed to failure.

It should be recognized that this is the most effective loyalty program for individuals, because it allows customers to receive tangible benefits compared to buyers who do not participate in it. But in order to bring it to life, you must reach a certain level of development in your segment. As an example, consider large retail chains- "Okay" and "Tape". The cards they offer to their customers are inexpensive, but the difference in price between some items for cardholders and non-cardholders can be very significant.

Loyalty programs with intangible rewards

When you understand what is truly valuable to your customers, building a long-term motivational model will not be difficult.

It is possible for almost any company to launch a loyalty program based on discounts or prizes, but one that can offer its consumers privileges that cannot be measured in money will move to the next level of customer relations.

The coup was conceived by the marketers of Patagonia, an outdoor clothing brand. Outdoor equipment is often in need of repair. It was this service that was offered to customers instead of points and discounts. The concept is called "The Stories We Wear" and connects extreme sports enthusiasts with clothing from this trademark on an emotional level.

Affiliate Loyalty Program

As in the previous case, we are talking about the need to find out the needs of your customers that are not among those satisfied by your company, but no less important to them. Your task is to find partners for whom your consumers are also customers.

Loyalty programs based on strategic partnerships can provide the conditions for rapid business development and growth in the customer base. For buyers, they serve as an indicator that you understand their needs well and are doing everything possible to help them.

An example of advanced affiliate marketing is American Express. The company cooperates with Macy's, AT&T, Rite Aid, Enterprise Rent-A-Car and Hulu. By participating in the loyalty program, customers receive points that can later be used to pay for the services of a partner company. By renting a car at Enterprise and earning a certain amount of bonuses, the buyer can use them to pay for communication services at AT&T.

Loyalty programs with elements of gamification

The use of gaming mechanisms in the loyalty program allows you to interest customers and achieve significant results.

The first thing that comes to mind in this case, - holding various competitions. This technique, of course, has the right to exist, but the programs must be very carefully designed so that customers treat them with the proper level of seriousness and enjoy participating in a show that brings variety to the daily shopping procedure.

To achieve this, it is important to offer consumers benefits that are really in demand and at the same time realistically achievable. The conditions of the competitions must be worked out to the smallest detail - this will minimize the interest of prize hunters. Launching a new game program must be preceded by detailed informing of all departments, so as not to create a situation where customers know more about the ongoing promotion than store employees.

An example of a company that successfully uses the element of the game as a loyalty program is GrubHub. Since 2011, this food delivery brand has been giving customers the opportunity to win a dessert or drink during the order, and every fourth buyer has a real chance to do so.

Natural Loyalty Programs

Since loyalty programs are so widespread today, coming up with a new method of customer retention is not an easy task. However, the lack of a system for attracting and retaining customers can also be considered an innovative approach.

It can be afforded by those companies whose product or service is distinguished by its uniqueness. And it's not about high price category or undeniable quality, but rather in the direction of the industry as a whole. In this case, there is no need to encourage customers with loyalty programs, because they receive a product that has no equal.

Let's take Apple. With millions of devoted fans of her products, she does not consider it necessary to give prizes or discounts to anyone. The main priority of this brand is a unique product that meets the expectations of customers as much as possible. It is this loyalty program that is considered natural.

Examples of loyalty programs

Family Team (Rosneft)

Anyone who purchases a bonus card can become a member of the loyalty program for gas stations that are part of the Rosneft concern. Its cost may vary slightly in different regions, but the maximum figure is 250 rubles.

Bonuses are credited as follows:

for the purchase of petroleum products - 1 bonus for every 10 rubles;
for the purchase of related goods and services - 3 bonuses for every 10 rubles.

After accumulating a certain number of bonuses, you can exchange them for products with company symbols (t-shirts, baseball caps, bags, and similar items). You can also purchase fuel for bonuses.

The biggest prize of this loyalty program is Formula 20 - 20 liters of any fuel. It can be obtained by those clients whose bonus account accumulates 3999 points. This can be achieved:

When buying fuel: you need to spend 39,990 rubles. As a result, the loyalty program card will return to the member 1.7% of the total cost of his purchases.
By purchasing related products and services in the company's mini-markets: you need to spend 13,330 rubles to receive a bonus 20 liters of fuel. In this case, the refund will be 5.1% of the purchase price.

Thus, by participating in the Rosneft filling station loyalty program, customers have the opportunity to return from 1.7 to 5.1% of the purchase amount in the form of bonuses.

Other examples of loyalty programs see the article in the magazine "CEO".

Development of a loyalty program in stages

Stage 1. Analysis and division into segments of the client base (for wholesale companies) or target audience (in retail). This stage involves making adjustments to the standard loyalty ladder depending on the specifics of your company's business processes. It is necessary to check the client base for relevance. Among those consumers with whom there is no interaction for more than two purchase cycles, it is necessary to single out lost ones (passed over to competitors) and closed ones.

Stage 2. Distribution of customers by loyalty levels, clarification of their needs and expectations from interaction with your company at each stage. Identifying consumer concerns at each rung of the loyalty ladder.

Stage 3. Monitoring the actions of competitors. What are the offers coming to customers from other companies at each stage of interaction? Definition strengths your organization and competitors. The purpose of this stage is to find out how stable your position in the market is, due to what advantages competitors will be able to lure away your customers, and, conversely, what will allow you to get other people's buyers.

Stage 4. Development of an interaction plan with each customer segment. At this stage, the formation of loyalty programs for a particular group of consumers is carried out, taking into account the forms of encouragement that work in your market and are typical for your type of product or service. To return lost customers identified during the database audit, a separate plan events. For the most attractive customers, special forms of incentives are introduced.

What to look for when creating the conditions for a loyalty program

To launch a truly successful loyalty program, company management must have a good idea of what customers really need, what conditions will make them stay loyal to your brand, and not look for profit from competitors.

What does that require?

Put yourself in the shoes of your client. Let's say you run a company that deals with wholesale trade. What is more important for your client - to accumulate bonuses in order to receive some special service conditions in return, or is it more important for him to buy at a discount in order to be able to retail at a higher profit? Put yourself in the place of your customers and the answer will come by itself.

Analyze competitors and act completely differently. For example, competitors apply a progressive discount. So, in contrast to them, you should choose a bonus program, and prepare very good prizes that will attract customers.

Take as a basis the loyalty program of competitors, but make your own improvements to it. However, you should first make sure of its effectiveness by analyzing the state of affairs of rivals. It is quite possible that it does not bring the desired result, so copying it is pointless.

3 Examples of Unusual Loyalty Programs for Loyal Customers

Tip #1: Offer something really useful.

A loyalty program will only work if you offer customers what they really need. A useless gift will simply be thrown away, and your goal of motivating customers will not be achieved.

Let's take the Raspberry bonus program as an example. Its participants were offered to accumulate points by making purchases in various outlets. Subsequently, bonuses could be exchanged for some cheap trinket. Of course, this loyalty program could not be called effective, and it was on the verge of extinction. But after some time, the organizing company managed to understand the needs of customers, and buyers had the opportunity to exchange their accumulated points for useful goods and services.

Tip #2: Gently Remind Your Loyalty Program

To be successful in reaching your goal, keep your customers informed by keeping them informed about marketing promotions. Today, there are many convenient ways to do this - from Email to messengers like Telegram, Viber and WhatsApp.

True, marketers disagree on what frequency of sending informational messages is considered optimal. Someone thinks that twice a month is the limit, while others are sure that it is permissible to send three messages daily.

Following two conditions will help to establish the most acceptable touch frequency:

The point of view of the subscribers themselves: how often would they like to receive information?
The frequency with which customers use your product.

If we are talking about beauty salon services or consumer goods, mailing lists can be quite frequent. When offering a non-standard product or b2b service, you should not be too insistent.

Tip #3: Keep terms simple and clear.

The key to the success of the loyalty program is its availability for understanding by all customers. Formulate its terms, using no more than 50 words, and ask the driver or security guard working in your company to read them. If he did not understand the essence of the program or interpreted it in his own way, your work is no good. This does not mean that complex calculations should not be used in the calculation, but the mechanism of action should be completely transparent and understandable.

Carefully follow the wording that you use when describing the rules of the loyalty program. Some marketers, unwittingly, mislead customers by saying: “Collect 10 beer caps - get the 11th for free!”. A thoughtful consumer rightly decides that he does not need another cover, and will not take part in the loyalty program.

Other attempts to deceive customers, such as using microscopic illegible font to indicate important conditions receiving a prize will only lead to the fact that you will lose consumers forever, pushing them into the arms of competitors with your own hands. Believe me, the buyer will forever remember how you did not live up to his expectations, which means that you missed the only chance. To avoid such problems, make sure that the rules of the loyalty program are extremely simple and do not require additional explanations.

Tip #4: Never cheat on customers.

Remember that all promises you make to your customers must be kept. If you doubt that you will be able to do this, do not promise. Thus, Aeroflot air carrier once launched a loyalty program, under which they issued co-branded cards together with many banks. It was very easy for customers to accumulate points, they only needed to use their cards and buy plane tickets. That is, in order to gain access to award flights, no special loyalty had to be shown.

As a result, people were given away so many points that entitle them to free flights that the company had to urgently revise the conditions of the program, namely, to reduce the number of seats for its participants and increase the amount of points. Aeroflot began to suffer losses, as it became difficult for new customers to purchase tickets, and in fact sales growth - the main objective any loyalty program. As a result, those passengers who were entitled to a free flight, but could not make it, considered themselves deceived, and this negatively affects the company's reputation.

Council number 5. Don't offend regular customers.

The company's attempts to attract new customers often result in offering them special gifts for participating in a loyalty program. At the same time, those buyers who have long been devoted to the brand are out of work.

Imagine that a company whose services you regularly use announces a very attractive conditions for beginners, while not encouraging their loyal customers. It is clear that the company is interested in expanding its customer base, but this is no reason to offend those who bring it regular profits. A better option can be considered the "Bring a friend" program, which is successfully used by many sellers. At the same time, the number of buyers increases, and the bonus is received by a regular customer who has already proven his loyalty to the brand.

The director turned a boring pass to work into a loyalty program

6 Ways to Evaluate the Effectiveness of a Company's Loyalty Program

Launch of the pilot program

When starting to implement a loyalty program, no company can be completely sure of its effectiveness. It is quite possible that the reality will be very far from the plans. To assess how correctly the main provisions of the program are defined and what its approximate results will be, a pilot project will help - testing the system on a small business segment.

This approach is very convenient for retailers with an extensive network located in several regions of the country. The pilot launch of the loyalty program for stores is carried out in a single subject of the Russian Federation, in the process, identified shortcomings are corrected, and only after a successful check, the system begins to work in the entire network. Although the fact that different regions may have their own nuances should not be overlooked.

Analysis of program results before and after launch

To have an accurate idea of how effective a loyalty program is, it is necessary to regularly monitor its main indicators, as well as compare them at the time the program starts and after its completion. The most important parameters include the size of the average check, the frequency of purchases and the churn rate. All of them should be observed in dynamics and in parallel comparison with similar indicators of buyers who do not participate in the program.

Cohort analysis

Cohort analysis is used to measure the impact of a loyalty program on different groups of its participants, taking into account the duration in time and a specific stage of the life cycle.

In this case, a cohort means a group of clients that are united by common feature and period of action. The value of the result of the analysis directly depends on the degree of homogeneity of the group members. So, if you include young people from 20 to 30 years old in the cohort, the results of the study will be too general. It is better to combine young people with the same age interval, but with higher education and living in Volgograd.

Cohort analysis allows you to track the dynamics of consumption, namely its growth that occurs after the start of customer participation in the loyalty program. Ideally, every month the expenses of buyers should increase, but in reality the result may not be so straightforward and stable. This type of analysis is aimed at identifying patterns of consumer behavior depending on the duration of participation in the program. The results of the study allow us to find points that require adjustment and improvement for different types of customers and stages of the life cycle.

Cohort analyzes are performed on programs that are longer than one year and have not undergone major changes. For companies that have recently launched new loyalty programs, this type of research will be useless.

Look-alike analysis

An equally effective strategy is to compare participants in the program with those who do not participate in it, within the same socio-demographic segment. This type of research is called look-alike analysis.

Many marketers believe that those who have expressed a desire to participate in the program are already loyal customers, and by joining it they do not change their consumption pattern. Look-alike analysis allows us to check the truth of this statement and give quantification system values. Another positive aspect is the ability to attract new customers to participate in the loyalty program, relying on those mechanisms that have already proven their effectiveness.

Control groups

An effective method that allows you to measure the results that have been achieved during the implementation of individual stages of the loyalty program is considered to be work with control groups.

A control group is a randomly selected group of customers who will not be the subject of marketing influence. The main requirement for the composition of its members is representativeness. The group should include all segments of consumers in the proportion in which they are included in the customer base.

The control group tests individual marketing techniques and mechanisms of the loyalty program. It is practically impossible for the program as a whole to create such a group: its members should not have access to information about the current program, and this is absolutely impossible, because its promotion is carried out publicly.

NPS - customer loyalty index

The most reliable way to measure customer loyalty is a direct survey. Net Promoter Score (NPS) allows you to assess with the highest possible accuracy the likelihood of a repeat sale to a given consumer and his recommendations to his friends. The NPS method is based on a single question, the answer to which can predict the possibility of both a repeat purchase and a recommendation. The question is formulated very simply: “On a scale from 0 to 10, what is the probability that you would recommend us to a friend or relative?”.

Customer responses are categorized as follows:

0 - 6 = "Critics".
7 - 8 = "Neutrals".
9 - 10 = "Promoters".

The NPS index is calculated by subtracting the percentage of respondents classified as "Detractors" from the percentage of respondents classified as "Promoters": % Promoters - % Detractors = NPS.

It makes it possible to evaluate the results of the loyalty program for customers from various angles:

The loyalty of program participants and those who do not participate in it is compared.
The dynamics of changes in the index among program participants is tracked over a certain period of time.
NPS indicators are compared among various segments of loyalty program participants.

The main advantage of the NPS index is its simplicity. However, he is not able to answer the question about the reasons for customer loyalty or its absence. A complete picture of the effectiveness of the loyalty program can be obtained by applying NPS in conjunction with other methods of analysis.

20% of customers bring 80% of profits. And these are regular customers. Increasing their number is one of the important tasks of any business, especially relevant in times of crisis. To this end, organizations often use various loyalty programs, offering bonuses, discounts and other benefits.

Meet Olga, she has small shop women's clothing. Olga agrees with all of the above and also wants more regular customers. But it seems to her that the loyalty program is very expensive, difficult and only big companies can do it.

Loyalty program? What is it anyway? I just want to attract regular customers and I'm ready to give them some discounts. How can I organize all this?

Let's try to help her.

1. Format selection

First of all, you need to choose the format of our loyalty program. There are two types of such programs: discount and bonus. Discounts involve the provision of a discount, expressed as a percentage. In bonus programs, buyers receive virtual points (bonuses) that can be exchanged for a gift or for the same discount. Bonus programs are a little more difficult to implement, but they are more flexible and easier to end early if there is no .

Olga does not want to simply provide discounts, she is interested in the option of a bonus program, when she can set both the number of bonuses and their value.

Also, all loyalty programs can be divided into cumulative and fixed. In accumulative, the amount of the discount (bonus) increases along with the amount of purchases. Fixed discounts mean a constant amount of discount. Cumulative ones are definitely preferable, but more difficult, since you have to solve the problem of identifying a client and accounting for the amount of his purchases.

2. Implementation of the loyalty program

The most commonly used is the issue of discount or bonus cards. Cards are magnetic and barcode. In addition to the cards themselves, you will need equipment to read them: a magnetic card scanner or a barcode scanner. The scanner is connected to a computer on which specialized software is installed, for example 1C. To the costs, you should add the payment for the services of a specialist in setting up the system.

tuthelens/Depositphotos.com

Advantages of plastic cards: automation of the process of identifying a client and accruing bonuses, storing information about clients in a convenient form. If the average check is small and/or the flow of customers is large, then this the best way. But it does not suit Olga, as it is associated with significant expenses for her budget.

The next way to identify a client is by some unique code. For example, a phone number or last name. In this case, the seller manually searches the database for the buyer and gives him bonuses (or makes a discount). The database itself can be stored in various formats. In its simplest form, this is . The advantage is the minimum launch costs, and the main disadvantage is the time spent by the seller. Such a system is convenient for a client who does not need to have a card with him. As a result, discounts and bonuses will be used more often.

You can do without personalization. For example, the Magnit supermarket chain periodically arranges promotions during which customers are given stickers. You collect a certain number of stickers - you get a discount or a gift.

To save on printing, you can print coupons instead of stickers and distribute them to customers. The buyer who has accumulated and presented the required number of coupons receives a discount (gift).

Another version of such a system was practiced by Yves Rocher: regular customers issued cards, where they put stamps indicating the number of purchases.

Bonuses are not tied to a specific client: coupons and stickers can be transferred to anyone. But Olga believes that this is not scary for her. The apparent plus of a depersonalized loyalty program is that you do not need to maintain a customer base. It seems to be because Magnit does not need such a base, but Olga would like to keep in touch with her customers, and she needs their contacts.

3. Improve program performance

The purpose of the loyalty program is not to thank for the purchase, but to encourage them to make a new one. Therefore, program participants need to be periodically reminded about the store, bonuses and discounts. When registering a client in the program, you need to find out his phone number and email address and try to get consent to receive information materials. Modern services will help you keep customers up to date with the latest arrivals, promotions and other news.

Psychological studies show that people are more willing to participate in programs where discounts and bonuses are given on the first purchase, when a card is issued.

It is also known that active, active consent increases the chances of participation. It is desirable that the client personally write at least “I agree to participate” on the application form and sign it. Moreover, by law, you must obtain permission to process personal data.

All good things come to an end sometime. You can immediately limit the duration of the loyalty program, for example, a year. By introducing temporary restrictions on the effect of discounts and bonuses, you achieve two goals at once. First, it is a reduction in program costs. Secondly, lack of time can spur people to additional purchases in order to have time to use the accumulated bonuses. Although some such restrictions, on the contrary, will repel.

After reading everything that we have written here, Olga decided to give out coupons, because she does not want to install a computer for the seller yet. Now she has to decide how much she will distribute these coupons for and what buyers will exchange them for. But this is a purely individual decision.

If you have experience implementing a loyalty program for, write about it in the comments. We promise Olga will read them.