Meaningful Rewards for B2C Loyalty Programs
Many loyalty programs fall short from delivering desired results because they lack a well-planned rewards strategy. Your rewards program has to delight your customers so that they become loyalists and, hopefully, brand advocates. Customers expect rewards that reflect your business and vision, that are original, and that speak to them on a more emotional level. So a ‘one size fits all’ molded solution with generic rewards simply isn’t going to cut it. You have to make sure that your approach fits your business’ nature, is a differentiation point, and makes your customers happy. To make your rewards program more meaningful and effective, consider the following:
Innovation and originality are key to a successful loyalty program. Not only will originality help you stand out from the hundreds of other programs your customers are exposed to, differentiating you from your competitors, but also because they will appreciate a solution that is thought out for them and reflects your brand and identity. This approach will engender true loyalty from your buyers. A best practice is to offer unique experiences that will delight customers but that are also aligned with your business. For example, a retailer might offer ‘VIP’ customers that have attained a certain loyalty level early access to their stores on Black Friday or invite preferred customers to vote on some outfits that will be part of the store’s new seasonal collection.
Prompting program members to take part in different challenges and be rewarded with something meaningful at the end, all the while offering badges and small rewards for every action taken, is a great way to have clients interact more with your brand. Customers find gamification a fun and engaging process, but they will desist from participating if they think that there are too many complicated steps involved or if they don’t find enough value in the process. Progress tracking is a great way to maintain engagement with your customers. This helps customers keep track of their own progress and increases engagement – all the while offering value to the participants. If you associate this with an app or a site game, it will make it even better.