Love your client: loyalty programs in the service of companies

Loving and loyal customers - what can be more desirable for a modern company ?! In the conditions of the most severe competition at all levels - from the commodity to the "fight for the client's purse" - it becomes increasingly difficult to get a truly loyal consumer. Traditional loyalty programs have ceased to work, as the demands of the client are increasing every day, the formats of interaction with it are changing, and firms have to look for new methods of work in this direction.

Loyalty - what is it

Let's start with the definition. So, loyalty is a preference for some product (service) similar to the mandatory "victim" of the client. It is the presence of this sacrifice that speaks of true loyalty. After all, a simple re-purchase can only be the result of a lack of assortment in this segment.

Often, the consumer agrees a little overpay for the goods, knowing its quality or understanding that the company (the store) is located very close, etc. Sometimes we see the opposite: it would seem that under the house there is a store with the right product, and the buyer is traveling far away To your favorite seller. It is this sacrifice (time in this case) that is the manifestation of the true loyalty of the client.

Viability of the program

The most important thing is that the loyalty program has an idea. Poorly thought out conditions for attracting customers will only alienate buyers from the company. What do you mean unreasonable? These are very difficult entry conditions, unsuccessfully chosen channels of communication, inadequate proposals from the point of view of buyers' interest.

Therefore, before making a decision to launch a loyalty program for clients, serious work should be done. To begin with, you need to carefully analyze all available information - from the purchase receipt and calls to the hotline to the results of external marketing research conducted on the industry of interest (product range). Only based on the results of such a comprehensive consideration of the issue can you offer buyers really valuable terms of the loyalty program.

Work in several stages

Specialists in this field recognize that the most correct way to start the program is to split the entire process into several stages. To begin to join the "club" offer in several stores of the network (or in any one or two regions). Then different groups of clients are singled out - the interests of young parents and unmarried men (women) will be fundamentally different, for example.

This approach makes it possible to test the developed program "in the field" and correct it in time. It is especially important to remember this during the rebranding. After all, often, changing its image, the company seeks to forget about everything that it used before. The client may not understand and do not accept this attitude to himself. And go to the competition. Forever.

Simple rules

The development of a loyalty program is not an easy task. But following the proposed rules, you can achieve positive results.

First, the goal of the program should be clearly stated. It can be attraction of new clients, retention of "old", protection from luring of clients by competitors, etc. It is desirable to choose one thing.

Secondly, it is necessary to choose the key factor of the program. That is, prepare for the client the answer to the question: "Why am I always returning to this seller?" Will this special price offer or the opportunity to use unique goods - to solve the management of the firm. An interesting example of the company "Oriflame". Loyalty program - gifts that the buyer receives, fulfilling certain conditions of purchase.

Thirdly, do not forget about the economic component. There is no need to remind that everything should bring profit: material or reputation. It is better that in the second case there is also a material component.

Tools

Theorists offer us quite a lot of mechanisms to encourage customers. Loyalty programs can be built on such tools:

• The bearer card with a fixed discount.
• Personalized card.
• A "category" map. Most often we use the terms "silver", "gold", "platinum". The holder of a card of higher rank is given more opportunities.
• Progressive scale of discounts.
• Cumulative discounts and bonuses.
• Privileged terms of service.
• Possibility of receiving gifts, prizes, participation in lottery drawing, etc.
• Access to resources that are closed to other clients.
• Membership in the club.

Educating a loyal customer is a long, expensive and troublesome business. But the effort is worth it. This is shown by examples of retailers with world names. The main thing to remember is that the loyalty program is not a panacea, but one of the opportunities to stay in a competitive market.