Are you tired of customers wandering off to explore new stores, even if they love your products? добре, it’s time to turn the tables and keep them hooked on what your business has to offer!
Loyalty programs are the secret sauce for any business, as they have the power to transform one-time shoppers into lifelong fans. Whether you’re in the business of coffee, clothes, or accessories, you can persuade your customers that the grass is always greener on your side of the fence.
Buckle up as we dive into the world of loyalty programs that will make your brand shine bright and keep customers coming back for more.
What Is a Loyalty Program?
A loyalty program is a way of rewarding customers for remaining loyal to your brand by providing discounts, free items, купони, or special offers. Customers will be able to redeem these rewards after making several purchases at your store. It is a great strategy to increase customer retention.
There are various types of loyalty programs that you can choose from and implement as soon as possible. Continue reading to find out which is ideal for your store.
Do Loyalty Programs Work?
Loyalty program members generate 12-18% more revenue growth each year than non-members if properly executed! It’s worth trying it out and seeing if it works for your brand.
How to Create a Loyalty Program
The key to creating a successful program is to make it personal and valuable for your customers. There are a few elements to consider when creating a loyalty program, such as what type of rewards and perks you’ll offer and how customers can earn them.
But don’t worry, there’s no need to reinvent the wheel—there are plenty of successful loyalty programs out there that you can draw inspiration from and start generating more sales.
Ето няколко примера:
The Points Program
The points program is one of the simplest loyalty programs out there. Buyers earn points for every purchase they make, and then they can use those points to get a free item or discount.
For it to be successful, the program must be easy to calculate and understand. Например, a customer earns 1 point for every 1$ или 2$ spent at your store. Points can be made for purchases and engagement, such as a like on Facebook or a subscription to a newsletter.
It’s also important to make your points program easy to use. Give clients a tangible card to take around and also allow them to access it through their phones with an account or mobile app. По този начин, if they forget or lose their card (as we all do from time to time), their points remain stored in their phone and can be retrieved.
Short-term and frequent purchases benefit from this kind of reward program the most.
Let’s take Starbucks Loyalty Program as an example:
Starbucks is well-known for its rewards system. Customers receive one star for every dollar spent using a credit or debit card and two stars when using preloaded money from the app. With the stars, members can get free drinks or food.
Coffee is an integral part of many people’s morning routines. Some people drink coffee every morning, so they might as well get rewarded for it!
Fun fact: Starbucks is one of the most popular rewards programs, averaging nearly 29 million members in 2022.
Забележка: на Gratisfaction app from the Ecwid App Market can help you run a points loyalty program just as easily as Starbucks!
Listen to the founder of the Gratisfaction app share his insights and tactics on developing loyalty programs.
The Tier Program
With a tier program, the size of the rewards increases with time. The more a customer buys, the bigger the prize. Customers will return in anticipation of earning that prize.
To keep your brand top of mind, you must constantly remind your customers of the benefits, their status, and how close they are to a new level (= additional reward). This program gives customers a feeling of exclusivity and high status and excites them about shopping at your store.
This system works best for long-term customers and high-priced businesses.
Например, the Sephora Beauty Insider Program offers a variety of rewards depending on how much you spent on their products in the past year. It includes invitations to exclusive events, various discounts, and free standard shipping (they really make you feel like a VIP!)
Професионален съвет: Send a personalized offer via email by segmenting customers that spend over a certain amount in your store. В Екуид, you can do that by syncing your Ecwid store with Mailchimp. Например, you can set up an automated email for customers who spend over $2,000 във вашия магазин. Имейлът може да ги поздрави за присъединяването към ново ниво и да изброи всички предимства, които вече са натрупали.
Или, използване Поръчайте експорт в Ecwid, за да разберете колко са похарчили вашите клиенти миналата година. Във вашия списък с продажби, щракнете върху „Експортиране на поръчки“ и изтеглете CSV файл. Ще можете да работите с него в Google Таблици, за да филтрирате клиенти, които са поръчали над определена сума от вас - след това можете да предлагате награди въз основа на сумата!
Платената програма
Клиентите, които се присъединят към тази програма за лоялност, плащат такса, за да получат VIP членство. It offers perks that regular customers can’t access, such as free shipping, more significant discounts, or exclusive products.
Remember that this is most effective for repeat purchases and may not be as interesting for new customers.
Например, Amazon Prime membership provides access to video streaming, prime rewards, or early access to select deals. And they seal the deal with free, one-day shipping. Shoppers are eager to receive their orders and dislike having to wait. They are willing to pay for speed!
Fun fact: Amazon Prime members spend more than twice as much as non-Prime members.
Забележка: You can sell access to a membership program right in your Ecwid store! All you need to do is create a product that doesn’t require shipping and name it something like “Access to a membership program.” If you’d like to receive a recurring payment for the membership (казвам, $2 на месец), you’ll find Ecwid’s subscription tool particularly helpful.
The Reward Partnership
With this loyalty program, партнирате си с една или повече компании и предлагате награди, които могат да бъдат осребрени в участващите магазини. За това, важно е да работите с компании, свързани с вашата марка, към които вашите клиенти ще се интересуват. Например, ако вашият магазин продава фитнес облекло, можете да си партнирате с фитнес зала или фитнес център. Можете да предлагате специални съвместни сделки или отстъпки в магазините на вашите партньори.
Например, Членовете на Aeroplan на Air Canada могат да печелят точки при различни търговци на дребно и да ги използват при полети, хотели, и магазини – anything a customer might need for a trip.
Професионален съвет: The easiest way to offer a discount at a partner store is via купони за отстъпка.
The Non-Monetary Program
This program does not offer a monetary incentive but rather a value-based one. Purchasers will not receive any reward directly, but their purchase will help support a specific organization of your choice. В такъв случай, it is crucial to choose a fund that represents your values and your audience’s.
You can donate some of your sales to animal rights organizations, art efforts, educational programs, и т.н. This choice is determined by your brand’s unique characteristics and your customers’ стойности.
Don’t forget to keep your buyers informed on how their purchases have helped those funds, and show proof of donation after the fact.
Например, Патагония, a popular outdoor clothing retailer, donates 1% of sales to preserve and restore the natural environment. They’ve awarded over $140 million to domestic and international environmental groups.
Забележка: There are several ways to collect donations in your Ecwid store, both recurring and one-time. Customers will be able to see a donation option on the storefront and/or at checkout.
The Game Program
Why not entertain customers and offer them something special at the same time?
Create a loyalty program based on a game and offer your buyers gifts, отстъпки, or exclusive deals when they win. The game must be simple and easy to use and should offer something that satisfies your customers’ interests. Stick to fair play: the odds must be at least 25%.
You can go for a “Spin the Wheel” game or a quiz.
Let’s take Starbucks as an example again (sorry, they are just killing their loyalty game). Every year, they launch their summer games, which allow members to play a puzzle game, collect points, and win rewards. The prizes include free drinks, храна, аксесоари, подаръчни карти, and even trips. It’s addicting!
Професионален съвет: You can set up a gamified loyalty program in your Ecwid store using the Gratisfaction ап. Или, add a spin wheel to your storefront with Discount Spin Wheel.
The Cashback Program
This type of loyalty program is quite simple: клиентите харчат определена сума пари и получават част обратно. Той помага за увеличаване на транзакциите и е лесен за разбиране от клиента.
Тъй като тази програма за лоялност не предоставя незабавна награда, поддържането на ангажираността на клиентите с вашата марка е от решаващо значение. Резултатите се виждат само след определено време и повторни покупки.
Например, Програмата CVS Extra Care ви позволява да получите 2% обратно на всички ваши покупки.
Прочетете още: Три модела на ценообразуване, които можете да приложите във вашия онлайн магазин
Хибридната програма
This is a combination of different types of loyalty programs.
But don’t try too hard here: if you combine too many types, it may confuse your customers. Points and tier systems work well together, unlike the mix of cashback, игра, and fee-based programs.
Например: When you register for Kiehl’s Rewards, a free birthday gift is guaranteed, as well as a $10 reward for every $100 spent.
The Ambassador Program
How about rewarding your fans by putting them on your ambassador list? Дайте им безплатни или VIP достъп до услугите си в замяна на разпространение на информация за вашия магазин в социалните медии, преглеждайте уебсайтове и лични събития.
Тази програма за лоялност е отлична за повишаване на социалното доказателство и разпознаваемостта на марката. Потенциалните клиенти ще бъдат насърчавани да изпробват продукта, след като видят посланика да го използва и дадат положителна оценка. Те се доверяват на своя избор, и прегледите под формата на видеоклипове или снимки винаги са по-честни.
Например, Lululemon’s ambassador program enables individuals who engage in a variety of activities, such as running, yoga, studio owners, artists, and chefs, to become a part of the Lululemon community. They get to test out their products, connect with other ambassadors, and host company events such as yoga classes (while wearing their clothes).
Насам, Lululemon’s ambassador program promotes the brand, demonstrates its products in action, and creates a community around them.
Birthday Gifts
This one is easy: you present your buyers with gifts on their birthdays. It works for any business with a customer database, and if you offer a birthday gift for signing up for subscribing to your newsletter, it helps to build an email marketing list. A gift can be an exclusive product, намаление, or a sample. Who doesn’t love gifts on their birthday?
Например: World Market offers a free reward on your birthday — and it’s a surprise!
Професионален съвет: Добави custom field to your checkout to ask customers for their birthday. Don’t forget to explain why you are asking for it.
Алтернативно, отпразнувайте годишнината от покупката на клиент, като му изпратите автоматизиран имейл с купон за отстъпка. Тази опция е още по-лесна, тъй като няма да се налага да проследявате рождените дни на всичките си клиенти. Просто активирайте „Една година след покупката” електронна поща, посочете размера на отстъпката, и имейлите ще бъдат изпратени автоматично до всички отговарящи на условията клиенти. (Добра идея е да уведомите клиентите си за това предимство, за да изградите лоялност.)
Научете повече: Ecommerce Email Marketing Best Practices to 3x Sales
Най-добри практики за програми за лоялност
За да увеличите максимално ефективността на вашата програма за лоялност, remember these key guidelines:
- Keep the terms simple and straightforward, ensuring clarity for your customers.
- Simplify the sign-up process, making it quick and easy for them to join.
- Offer valuable rewards that make their loyalty worthwhile and exciting.
- Encourage ongoing engagement to promote long-term participation.
- Provide additional value for each action taken, incentivizing customers to stay active.
- Don’t forget to express gratitude and appreciation for their participation throughout the program.
Следвайки тези принципи, можете да създадете програма за лоялност, която наистина пленява вашите клиенти и ги кара да се връщат за още.
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