Going Back to the Basics of Loyalty Marketing
A client recently asked us if we had “always on any time offers.” That was their qualifying and most important feature for the new loyalty program they are creating. “Any time offers” are offers that a merchant gives that are an offer to anyone for anytime. Now, I love to take advantage of these offers, they are kind of like free money; however, what they don’t do is change my behavior. I was going to make the purchase anyway. They certainly don’t make you feel special or reward you for being loyal.
I think loyalty programs in general need to take a step back and go back to the basics. Wikipedia says that, “loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior – behavior which is potentially beneficial to the firm.”
So if Wikipedia is right, then presenting an “any time offer” is really just an added benefit. It doesn’t really reward the customer at all. The customer doesn’t have to do anything to get it, and generally they can use it when and wherever they would like. They could literally take your “any time offer” and use it with another program.
Always On or Any Time Offer
“Any time offers” do have a place in a program. “Always On or Any Time Offer” is a highly search term. Using these types of offers to drive customers to your site is great. Keeping them there and increasing their loyalty and engagement is a different story. That is where a structured marketing plan and loyalty plan for rewarding and engagement comes in. Once you have a customer logged into your program, you don’t want to lose them. Giving them rewards quickly is a good strategy. Make the first rewards easy for them to get. Show them what they can get as they reach higher levels. Good loyalty marketing includes a gaming component. They should be encouraged to always be striving for a higher level.
Statistically, we can target and give offers to people we know have search for key words and merchants; however, trending new and popular offers still trump the targeted offers. The short answer is your program and technology platform needs to be able to incorporate a lot of different pieces to engage and retain the volume of customers you seek.
What type of offers have you seen work best? Answer below in the comments.
DBG Loyalty is a leading innovator in loyalty and rewards marketing. DBG was founded in 2002 because the industry was looking for a trusted technology leader who could develop and establish consumer loyalty programs. DBG has customer relationships which span from the time of inception.
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