Review the slides in full here.
Prior to setting up your presentation, it's important to note whether your client has the capability of creating and/or managing the loyalty program in-house or if this is something we could explore an SE to support.
Introduction:
Slide Action: n/a
Talk Track:
A great loyalty program is one of the simplest ways we can ensure our customers are coming back to us time and time again. We see an opportunity to make increasing our returning customer rate a priority this year by changing up tactics within [brand]'s loyalty program.
Top Areas Brands are Looking to Improve:
Slide Action: IF the client has already implemented one or more of these, look to remove or offer improvements instead.
Talk Track:
Insider Intelligence conducted a robust survey to understand the biggest areas for improvement in loyalty programs in the next 5 years. Taking a look at where we can push these now can bring us ahead of a lot of our competitors and get our audience more excited to be a part of our program vs others. The 3 main areas for us to look at are value-based rewards, gamification to improve personalization, and experiential rewards.
**Use this opportunity to discuss ideas that apply to your client's brand and fit within these 3 areas. Ex: donate points to planting a tree for sustainability-focused brands, a free keepsake for showing up to a pop-up event, etc.**
3 Top Loyalty Program Approaches
Slide Action: May remove if not relevant / client is set on their program style
Talk Track:
Picking a program style can feel overwhelming with the number of ways there are to do it, so we wanted to showcase 3 different highly rated programs you may already be familiar with or even a member of!
The first is Amazon Prime's approach. This is a consumer favorite method because it allows them to be a part of the program and earn their benefits without having to think about it. Automatic rewards take the guesswork off the consumer and can be very appealing. The good news is, these kinds of awards can be applied to other programs such as free shipping on all orders.
Next we have Sephora. Their program is well known for being a more gamified approach to loyalty. The more you shop, the better your rewards are which keep your customer's eyes on you. Gamified programs can also keep your customer more engaged with your brand as a whole whether its to play games, enter contests, or follow your socials to earn more points.
Lastly, in any program, we want to make sure the user is feeling like it's an experience personalized to them. Creating options for what they can redeem their points for means they'll be more inclined to actually use them and keep earning them. Chick-Fil-A's program offers different reward options for different point levels you can reach, so you almost always have a gift available at your next stop-in.
To us, the key to mastering the perfect loyalty program isn't siloing [brand] into just one of these, it's really about creating the right blend between programs like these.
5 Steps to a Great Loyalty Program
Slide Action: Consider if your client is already locked in with a partner platform and whether that platform is right for them -- tailor bullets if needed.
Note: Rise.ai is recommended for omnichannel brands.
Talk Track:
Moving into how we can accomplish creating the perfect program -- it all starts with a partner. Platforms like our partners Inveterate, Yotpo, or Stamp.io make the setup and ongoing management MUCH easier on your team.
** if applicable, talk through their current partner platform situation -- questions to ask:
How would you rate the usability of your current interface for both you and your consumers?
Do you feel it could be easier?
What budget do you have in place for this partner? **
Next, it's deciding on that perfect blend of rewards to keep your consumers entertained. Can we offer free shipping to members only to get them started? Can we offer a $5 or $10 off coupon when they hit a certain point threshold? Or maybe a free gift? How can we use it to our benefit to get more information about what our customers love to see from us?
** leave room to discuss with client **
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Talk Track:
Once we're confident in our program, we'll want to devise a campaign to market it to both our new and past customers. We can do this through current channels like paid ads, email, or push for word of mouth. It's also important to have one designated area on your website where consumers can grab information about your program at any time.
As the users roll in, we don't want to set it and forget it either. We'll want to use our channels to keep nurturing these users and remind them of the amazing benefits they'll receive by continuing to purchase with us. After this, all that's left is to reap the rewards for a long time to come!
Post-Call Action Items:
Share a list of program reward ideas specific to the brand that were discussed on the call
If the client was interested in a new partner platform, connect with Alex Bauer for next steps
Consider any additional work outside of our scope that would be needed to support the program and discuss with the client
Follow up with your client to make sure changes are implemented!