With every purchase, customers earn the non-monetary incentive of creating change through various initiatives like the One For One shoe donation and profit-sharing with causes like the Wildlife Conservation Society.
TOMS loyalty program defies expectations with its effectiveness. American Express launched Plenti Rewards as a way to simplify loyalty for customers and drive even more value without the hassle. Plenti creates more value by opening up the places customers can both earn and redeem loyalty points.
They keep track of just one loyalty card and use it across various retailers and other brands. Those loyalty points get pooled together, and customers can redeem points from any partner, at any partner. By working together with other brands, each member brand is able to double and triple the value customers get out of their loyalty program.
Brick-and-mortar retailers can do the same thing in their neighborhoods by partnering up with other local businesses. As consumers, we can be pretty cynical about brands and marketing initiatives.
We know the end goal is always to convince us to buy more products and spend more money. At the end of the day, the best loyalty programs keep their sights on the customer—driving real value that actually speaks to the power of loyal customers and their effect on a business. This one is a little different, but there are few brands with a more fanatical and loyal following than Apple. Sometimes, the most innovative loyalty program is no loyalty program at all. Not every retailer can build a loyal and dedicated customer base—the way Apple has—without offering rewards and incentives.
But retailers selling truly unique products can. By hooking new customers with your product itself, creating an amazing customer experience, and offering those benefits with every single purchase, you can eliminate the need for a traditional loyalty program altogether.
While the low-key punch card has its place for some businesses, a truly innovative approach to customer loyalty programs can create huge value for retailers.
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Yes No. DSW Designer Shoe Warehouse or DSW has long run a traditional loyalty program that rewards customers with points for each purchase and includes tiers of rewards that customers can unlock as they spend more.
The level of personalization is what made the campaign so successful. The company used this data to its advantage to construct emails that are on point and hyper-personalized — something unique from other generic marketing emails.
Though retailers are now resorting to mobile apps to manage loyalty programs, Starbucks Rewards was the new idea when Starbucks first launched the app.
Customers can run the program using the app — no sign-in is necessary, and no punch card to lose or forget. Customers need to order from the app to earn loyalty stars. Moreover, unifying customer transactions this way creates a wealth of data on customer behavior and preferences.
The company can collect a goldmine of information on all things, including go-to drink orders, seasonal favorites, customer lifetime values, and more, by directing the customers towards its app, allowing the brand to offer more targeted incentives. A loyalty app is a terrific tool for collecting data on the customer.
Hence if a loyalty app is feasible for your brand — give it a shot! Prime members get to enjoy unlimited free two-day shipping on millions of products, and other additional incentives, such as Prime Day Sales, for a flat annual rate. Walmart is one of the biggest competitors to Amazon, as you can find almost all of the products here. Retailers operating in similar industries where prices and products are very much alike across competitors, chances are your customer loyalty program can stand out.
Consider Costco and other wholesale stores. Remember not to pick from them blindly, you want incentives that will match your customers, your budget, and your goals. If you already have a loyalty program in place to incentivize customers to stick around, it's a logical step to include extra rewards from that program to incentivize them to help build your brand. Customers who are participating in a loyalty program likely already enjoy your product and will be happy to help spread the word for additional loyalty rewards.
For SaaS businesses that have additional purchases for customer to make, offering discounts for those purposes in exchange for participating in the customer incentive program is a good idea. Not only will you be getting help spreading your brand, but you'll be making additional sales on top of that. You need to carefully choose the value of the items you give away for this idea, but providing limited-edition swag can be a good option.
On top of the brand awareness help the customer participated in to get the reward, branded swag will get you additional advertising every time the customer wears it or takes it out in public. Most customers would love the chance to try out new features before other customers.
This is another win-win scenario for you. Offering beta access to your new features will get you more help refining those features, and the customer will be helping you advertise to earn their spot. If you have a pay-per-usage business model, or any other type of business model that uses credits of some sort, consider offering more of them to customers for engaging in brand building actions. Depending on your goals and the requests of customers, this could be a one-time credit bump or a permanent boost to their monthly credit.
Getting an idea of the types of incentives offered is nice, but it's also good to see some concrete examples of customer incentive programs in action. Seeing how these programs are implemented in the real world may spark some ideas about how you can implement your own program.
This provider of cloud computing resources has a free tier that includes 50 free hours per month. They have a list of onboarding tasks that include things such as inviting friends, creating teams, following them on Twitter, and more.
For completing these tasks, customers are given additional free hours per month. Cloud storage giant Dropbox allows their customers to earn extra storage space by referring a friend.
They also give the friend additional storage space, which further incentivizes their customers to make a referral. Everyone likes to feel as though they are helping a friend out. In this case, increasing your storage space could increase your dependency on the service and increase your chances of upgrading in the future. Now, nearly everyone has a PayPal account and the company has no incentive programs. When they were first starting out though, they knew the value of their service.
As they grew, they dropped the incentive down until it was removed completely. When they first launched, Uber was something unique.
Rather than vetting taxi drivers, they were asking their customers to get into cars with random strangers. It's common now, but it was strange back then. To incentivize customers to help build their brand, they offered free credits towards rides for referring a friend. This way, a service people may have had doubts about was being vouched for by trusted friends. What you offer customer depends on your business model. Common incentives include extra rewards from a loyalty program, VIP discounts, branded swag, and early access to new features or products.
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