Despite never being a fan of jewellery, I just made the decision to purchase a lovely necklace for a friend’s wedding. Why did I go, buy, and then forget? The shop assistant was pleasant, and the overall experience was excellent—so excellent, in fact, that I consented to give my phone number so I could receive special offers. But I’ve never returned to the shop. Why?
When it comes to providing me with bargains that are even remotely pertinent to me and my unique experiences, the company fell short of my expectations. Call me egotistical, but I didn’t find it appealing to receive multiple mails each week offering open-ended 10% and 15% discounts. So I disregarded them. Maybe if the business reached out to me through more specific advertisements, I might change my mind and show up to the next wedding decked out in gold jewellery? Or even better, maybe the business would win my affection and turn into my go-to supplier for anything glitzy? We will, sadly, never know. However, if your company adopts one of the most popular trends in loyalty marketing for 2021—customer-driven personalization—it will undoubtedly succeed.
How do you design a customised loyalty programme?
Launching a mobile loyalty app is something to think about.
Focus on innovation and unique loyalty strategies.
Provide a variety of ways to earn points.
Find out what the customers want in return for signing up for the rewards programme.
Create the strategy for loyalty personalisation first.
Create customised dashboards for clients so they can assess their degree of loyalty and trade in points for benefits.
Spend money on a customer data platform that will enable you to make use of client information coming from numerous touchpoints.
To distinguish between clients who are more and less active, introduce loyalty tiers.
Install a mobile loyalty programme
Are you using our app? Avoid lying. At the checkout, we’ve all heard this expression several times. The way loyalty programmes are administered has undergone a true technical revolution in recent years. With so much competition in the market, mobile applications help you better understand your consumers’ needs by giving them a quick, simple, and easy way to make purchases, accumulate points, and obtain incentives. Customers carry it around in their pockets at all times since it is so convenient. Additionally, you may utilise the loyalty app to gather real-time information on consumer purchasing and activity after obtaining their approval, of course. I’m talking to you, GDPR.
Keep in mind that customization and gameification go well together.
New technologies also provide a platform for modifying the internal workings of your loyalty programme. This entails gamification and moving past the point-based loyalty programme concept that we are all accustomed to. And which, to put it nicely, can be boring for more picky customers. The involvement of the users in your loyalty programme dramatically rises when gamification is implemented. But what does it actually mean? Well, you may gamify your loyalty programme by using unique tiers, loyalty levels, point-earning activities, or creative reward criteria, such as giving double the points for a particular action for a set period of time.
Make sure there are several ways to receive rewards for loyalty.
Making X number of purchases to earn X amount of points is no longer sufficient. It goes without saying that most businesses want to encourage customers to make purchases, but it does not mean you have to stop promoting other types of customer behaviour. To be clear, the loyalty programme is designed for customers, not for you. Let them possess it and utilise it as they see fit, but with restrictions.
How should I select software for customizable rewards programmes?
As I mentioned before, today, running a rewards programme is unfeasible without a suitable technology stack in place. If you opt for highly customised loyalty solutions, the following are the items your preferred customer loyalty software supplier should support:
Code-wise, this means that the platform shouldn’t be confined to a few fixed reward kinds as developers will need to get engaged every time the marketing team comes up with a new incentive idea. Multiple incentives and prizes (e.g., coupons, material things, free shipping, referral codes, etc.)
A flexible rules engine for redemption and CRM features are essential in this case because there are unique ways to earn rewards and functions that restrict customers’ eligibility. With this in place, the software checks to see if a customer is actually qualified to receive the reward each time it is applied.
Dynamic customer segmentation is a feature that should be present in your rewards programme as CRM systems typically have it. Additionally, it must to be possible to combine it with your CRM.
These are but a few suggestions for enhancing your loyalty programmes’ customization. We think that having a fantastic customer loyalty software in place and a suitable technology stack are the foundations for personalisation. You may construct your marketing strategy on top of that foundation once you have it.
Evolve is a headless, API-based customer loyalty software that enables the highest level of personalization for the loyalty programme, allowing for customization of all aspects of communication, including landing pages, messages, and distribution channels, as well as rewards, earning rules, and loyalty levels.