Dos and Don’ts of Rolling Out a Loyalty Program
Three easy ways to capture customers' interest
Brought to you by Paytronix.
Rolling out a loyalty program is a critical part of making sure a company is set up for success in the future. Capturing customers' interests and getting them to enroll in a program takes a lot of energy to make sure everything is in place and ready to go.
Here are some tips for rolling out a program:
1. Make it easy for customers to enroll. One of the most important components of a reward program is enrollment. If you do not have enough customers enrolled, it will be difficult to get them to be active enough to provide beneficial returns on the program. Gaining new enrollment from customers should always be a top priority for any brand. The best way to ensure that customers are enrolled in the program is to lower the barrier for entry and allow signing up in a way that makes the most sense to the customer. For instance, Thorntons Inc. utilizes a multi-channel enrollment method that includes a card, mobile app and responsive web pages that are easily accessed from any device. Using multiple channels helped the company enroll one million customers within the first year, creating the desired incremental sales and contributing to the program’s profitability.
2. Get employees excited. Sales associates and managers are on the front line of stores every day. They are the ones that are communicating with customers and are a brand ambassador for the loyalty program. It’s important for these workers to be excited about the program so they can talk about the value and sell it to customers to help with enrollment. One easy and fun way to get employees involved and excited about the program is to implement a challenge where they receive prizes based on how many customers they get to enroll. In a case study, a monthlong contest of this nature led to an enrollment increase of 244%.
3. Let customers provide feedback. Sometimes the intended outcome of a loyalty program and the actual experience aren’t the same. Getting customer feedback helps mitigate that discrepancy and helps to ensure a great experience for all customers. Use surveys to provide a way for customers to let you know what is working and what is not. This information can help to make changes in a program to ensure customers remain excited and active participants in a loyalty program.
These points and more were recently discussed in the webinar “Dos and Don’ts of Rolling Out a Loyalty Program.” View the webinar on-demand to get a deep dive into ensuring a successful loyalty program launch.