We share our top four central ‘Rules of Loyalty’ to help you implement and run your loyalty program. 

1. Revenue. Programs should make you extra money

  • Good programs are well designed. More rewards costs should = more profit ≠ lower margin on existing business

  • When executed well, you should expect customers to: Stay longer; Buy more; Contribute more profit. Measure these things to make sure it is working.

2. Customer insights are gold

  • A loyalty program exists to help you better understand your customers

  • Program data analysis helps you present and market your products more relevantly and effectively

  • Better marketing and improved service drives greater value from customers

3. The proposition must be meaningful

  • Reward generosity is key to attracting rational-thinking customers as they consider enrolling – recognition and privilege keeps them engaged

  • Balance enough investment in rewards to make the value exchange worthwhile to the customer and you

  • Invest in the Art / Science of reward and recognition combinations

4. Differentiation

  • Golden rule: Treat Different Customers Differently

  • Loyalty data can give you a rich understanding of the individual customer that allows you to treat them differently and relevantly

  • There is a customer expectation that you will personalise interactions with them –not one size fits all

  • Always remember the customer has a Head and a Heart

We are Ellipsis, Loyalty Consultant Experts. We help businesses thrive through solving complex customer problems. Please get in touch, we’d love to talk.