Eight types of loyalty programs that work. All about the loyalty program: how to choose, implement and evaluate the Maintenance program for loyalty bonuses

The first purchase of a new user on your store is important, but if you want to get the most out of your store, it's worth considering how to motivate them to buy over and over again. Loyalty programs help companies in this. If your business doesn't have them yet, it's time to implement them.

In this article I will tell you what is the point of loyalty programs, list the pros and cons of each of them, and give examples of use. If you find it difficult to decide on the choice of a loyalty program, this article will help you figure it out.

What is a loyalty program

A loyalty program is the relationship between your brand and your customers. You offer exclusive products, promotions, bonuses - in return, users make new purchases and increase brand loyalty.

It is very important to choose the right program that will suit your requirements and goals.

If the loyalty program is based solely on discounts, then in this way the company will attract "freeloaders" and will not interest the solvent segment of the base. The result from the implementation of such a program will most likely be negative: the company will spend money on attracting customers who will buy cheap goods or wait for the next discounts.

Our goal is to attract the right audience and build a long-term, mutually beneficial relationship with them.

Loyalty program types

Earn personal points

This is the most common form of loyalty program. Members receive points for purchases, accumulate them and exchange them for a discount.

Give points to a client not only for the money spent in your store. For example, if it is important for you to attract new customers, award points for reposting or following in social networks, for leaving a review on the site about the work of the store, etc.

Loyalty program from AliExpress

Customers should not only shop regularly, but also work to build your brand awareness.

Points pros:

• clear and understandable customer value;
• flexibility and personalization for the client and for the goals of the company.

Cons of points:

• lack of immediate effect from participation in the program. Customers receive tangible benefits after only a few purchases.

Example of a Marriott hotel chain

Some of the best loyalty programs are presented in the tourism industry,
for example, at the Marriott hotel chain. It offers 750 points for each night up and down.

Example ticket aggregator Tutu.ru

Tutu.ru awards bonus points for buying tickets, completing tasks and other activities. The more purchases, the less the customer pays next time.

Return cashback

Cashback is a part of real money that the company returns to the client's account after the purchase. The balance is displayed in your personal account on the site. The user spends the accumulated cashback in the same store.

This is the most widespread and easy-to-understand loyalty program for users. It effectively reduces customer churn and increases the average check.

Cashback advantages:

• tangible value for the client: he gets real money;
• intuitive system;
• increase in the average check;
• ease of implementation.

Disadvantages of cashback:

• accrued only for non-cash payment.

GAP example

The GAP brand uses delayed cashback. GAP customers receive 5 points for every dollar spent, their task is to accumulate 500 points. Then they get $ 5 for purchases. The client can pay with cashback online and offline.

To let users know how many points they have accumulated, the company has created a user-friendly mobile application.

Example of a bookstore "Labyrinth"

"Labyrinth" returns up to 10% on the bill for the purchase of books from a special catalog. The money can be used to pay for orders within 60 days.

Assign Clients with Levels

This tactic is similar to personal points, but more complexly organized.

In such a loyalty program, there are several levels for customers. Each level has its own privileges. The higher it is, the more pleasant the bonuses are. The level of the client is determined depending on his participation in the life of the brand and the amount of money spent.

Pros of a tiered loyalty program:

• reduces the churn of regular customers;
• motivates customers to spend more in a limited period of time to move to the next level.

Its cons:

• not very attractive to new clients;
• quite complex integration.

An example of an online store "Your House"

The online store "Your House" has four levels of loyalty cards: "Malachite", "Sapphire", "Ruby" and "Diamond". Maximum privileges at the "Diamond" level: in addition to discounts, the client receives a personal manager and free shipping. To reach this level, you need to spend at least a million rubles a year.

The results of the implementation of the loyalty program “Your House. Jewelry":

• the average check increased by 90%;
• the number of purchases made by members of the loyalty program - 70% of the company's total turnover;
• within 5 months the conversion of mailings increased from 6% to 25%;
• the number of repeat purchases - 13.5%;
• posts in social networks were viewed more than 1,500 times.

An example of the football club "Lokomotiv"

In addition to bonus points (10 rubles = 1 point) and other privileges for owners of club cards, Lokomotiv provides a system of discounts depending on the total amount of purchases made by the client. The more funds are spent, the greater the discount on the next purchase. In the store you can buy not only football tickets, but also paraphernalia, sportswear, souvenirs and much more.

Provide a paid subscription

Paid subscriptions also increase customer loyalty, but not for all businesses. Most often it is used by large retailers in the field of exclusive products and services.

For a monthly or annual fee, the company provides access to special services, services, discounts or other unique opportunities.

A subscription fee is a double-edged sword. On the one hand, you get a loyal and solvent customer base. On the other hand, not all customers are willing to pay for additional services.

As a rule, companies provide free access to accessibility for a short time so that the user can evaluate what they are offering to pay for.

Pros of a paid subscription:

• loyal and paying customers;
• clear benefits for a subscription.

Its cons:

• new users cannot immediately understand the value of a subscription;
• subscription fees can scare off new users.

An example of an online cinema Okko

Okko online cinema offers a free 7-day trial of the Optimal package. It includes unlimited viewing of over 4,000 Full HD movies.

An example of the Yandex.Music service

The Yandex.Music service provides free access to music in a web browser. But after subscribing, the user gets high sound quality, no ads, the ability to listen to music through the application and other bonuses.

Give the sixth thing as a gift

It is not necessary to give exactly the sixth thing, it can be any in a row: both the third and the tenth ... The essence of such a program is to reward the client for the purchase of a certain amount of goods. The client receives another product or service as a gift.

Pros of gifts:

• ease of implementation;
• intuitive mechanics for the user.

• can significantly reduce the cost of a product or service.

An example of an online store "Girlfriend"

"Girlfriend" offers to buy three products from NIVEA for the price of two.

McDonald's example

For 5 servings of coffee at McDonald's, the client gets one more free of charge. The promotion takes place in the mobile application and in the cafe.

How to avoid mistakes when implementing a loyalty program

When implementing a loyalty program, you need to take into account all the problems that a user may encounter: complex mechanics, poor awareness of staff, insufficient quantity of goods, etc. Below are 7 tips to help avoid mistakes:

Choose simple mechanics

If your loyalty program is difficult to implement or the terms and conditions are difficult to understand, customers are unlikely to participate. Simplicity and transparency of conditions is the key to success.

Make sure the user can simply join the program

The simpler the conditions for participation in the loyalty program, the more users you will be interested in. The client does not always have the time and desire to fill out a form of 20 fields or come to the store with a passport. Participation in the loyalty program should be as simple as possible, for example, the client only needs to leave the company an email.

Start with existing clients

It is easier to attract regular customers to participate in the loyalty program. They are already familiar with the brand and are more likely to be early adopters. Tell them about the terms of participation using emails, push notifications, SMS, etc.

Test the program on this segment to avoid mistakes with new clients. You will find out if the program will interest the audience and how easy it is for them to understand the terms of participation and mechanics.

Implement a clear system of accrual and write-off of points

The user must understand why he receives points. The simpler the rules of accrual, the more willing he will buy goods for the sake of points.

LAMODA store example

Explain to the customer how to use points for purchases. If he does not understand how to buy with points, the loyalty program will seem to the participant a scam. For example, "Pyaterochka" clearly explains how to write off accumulated points:

Launch a loyalty program piece by piece

Do not throw off all the conditions of the program on the client immediately after launch. At the first stage, announce the basic conditions for participation. Then gradually add new privileges to them. It will be easier for customers to get used to them, and for you - an additional informational lead.

Automate your work

Automation cuts costs and speeds up all processes. Set up that will notify the subscriber about the transition to the next level. In the personal account of the loyalty program participant, automatically add the history of accrual and write-off of points.

Take care of the customer first

Evaluate the loyalty program through the eyes of the customer. A valuable offer will motivate the user to join the program and buy from you more often.

Customers feel if the company is only interested in sales. Therefore, create partnerships with your audience and look for a personal approach to each client.

How to promote your loyalty program

If you have created a cool and profitable loyalty program, but users do not know about it, consider that there is no loyalty program. It needs to be promoted, like any other product of the company, through emails, social networks, websites, offline points, etc. Do not limit yourself to one advertising channel, use several at once.

Let's take a closer look at some of the channels. These tips apply to the channels you already have.

Email

Social networks

It is better to adapt the presentation of the material for a specific social network. Since the audiences, for example, of Instagram and Odnoklassniki are very different.

Site

With the help of the site, you can attract an interested audience. For example, show the user a push notification with the benefits of the loyalty program if they have been on the site for more than N minutes.

Make a noticeable banner in the slider or devote an entire section of your site to a loyalty program. For example, the company "Your House" has created a separate website with the terms of the program.

How to measure the effectiveness of a loyalty program

A loyalty program is a tool that should work for the development of a company. To assess its benefits, you need to monitor the performance of certain metrics:

The LTV (Lifetime Value) metric shows how much income the client brings to the company over the entire time of interaction with it. The longer they are interested in your brand, the more profit they will bring.

This metric can show how much money customers have brought during the duration of the loyalty program.

Basic formula:

LTV = m * a * t

• m - average check for the reporting period;
• a - the number of repeated transactions for the reporting period;
• t is the average lifetime in the metric of the reporting period.

User engagement rate

The metric shows how interesting the loyalty program is to customers. If there are many participants, but the program is almost never used, then something needs to be changed in its conditions.

Calculation formula:

User engagement = n / t * 100%

• n is the number of participants in the loyalty program;
• t is the total number of clients.

Points utilization percentage

The percentage of points used by members shows how actively they interact with the company as part of the loyalty program.

Calculation formula:

Points utilization rate = s / a * 100%

• s - the sum of the points spent;
• a - the sum of the points awarded.

User churn rate

This metric shows the total number of users lost over a certain period, in our case, during the duration of the loyalty program.

The lower the churn rate, the more efficiently the loyalty program works. If the coefficient grows, it means that the company did not take into account something during implementation and an urgent need to audit the loyalty program.

Formula for calculation:

Churn rate = 100% - (e / s * 100%)

User retention rate

The loyalty program also works to retain old customers. To understand how effectively she does this, we must exclude new clients from the calculation.

Calculation formula:

User retention rate = 100% - ((e - n) / s * 100%)

• e - the number of participants at the end of the reporting period;
• n is the number of new members;
• s - the number of participants at the beginning of the period.

When introducing a loyalty program into your business, it is very important to take into account all the details: mechanics, conditions of participation, communication channels, etc. Errors at any stage of development and implementation of a loyalty program will scare away potential or existing customers.

Perhaps the most common type of bonuses. It is relevant in many areas of business and can be used in many different ways. At the same time, the essence will always be the same - the more often the client makes purchases, the more bonuses (discounts) he will receive. A similar system can often be found in various stores, airlines and food service outlets.

How does such a scheme work? Usually, when buying, the client draws up a card, on which bonuses are later accrued. By accumulating these points, the buyer can receive discounts or pay in full for certain goods. As a rule, the size of the discount in such cases is from three to fifteen percent, but everything here is strictly individual. It is possible to distribute bonuses within a month, that is, if the client did not use the received points, then after a certain period of time they may expire. As a result, the motivation for constant purchases is developed. It is important that in such cases there is constant communication with the buyer, for example, using the newsletter as a reminder of the availability of bonuses. In doing so, you need to know how often customers can buy specific products or services. For example, if a product cannot be purchased regularly, then such a scheme is unlikely to be profitable.

Thus, even with a one-time interaction with a client, his interest in purchases is constantly maintained in the future. This program is suitable for implementation, both in online stores and in ordinary retail outlets.

Percentage of all purchases

The system is very popular in large chain stores. Its essence boils down to the fact that the client receives a permanent and fixed discount on further purchases. At the same time, he may not always know how much discount has accumulated on his card. Moreover, for a good discount, he needs to shop frequently and in large quantities. For clients who actually do this, such a program is quite beneficial. At the same time, the business owner automatically gets repeat customers.

Usually, for a more or less large (or for the first) purchase, the customer is issued a store card with a fixed discount. There is no system for accumulating bonuses - just a percentage discount. By presenting the card, the client buys the product at a lower cost. The discount can be given on a holiday, birthday or any other significant day. With active sales, the discount may not apply, but this, of course, is up to the business owner to decide.

People often enjoy such a discount in stores that are located closer to large shopping malls. That is, in order to save time and money, people turn to such outlets. Moreover, if there are competitors with similar offers nearby, then customers can go to them. However, factors such as the level of service, the availability of the necessary goods and much more are also influenced here. It often happens that even in the most unloved store, people find exactly what they need. At the same time, a fixed discount can easily make a random customer permanent.

The advantage of the system can be called the fact that it is not expensive in terms of software and the buyer here always knows the amount of his discount. Of the minuses, it can be noted that it is quite popular and today you can hardly surprise anyone with it. Naturally, a certain limitation of the scheme can also negatively affect: if bonuses can be given, accumulated or completely spent, then this will not work with a percentage discount - it remains unchanged in any case. It turns out that it will be simply impossible to make a big discount, and its minimum mark will not be significant for customers. So before you start using such a program, you should carefully calculate the estimated profit. Perhaps it will simply be unprofitable for the company.

Free products or services

To attract customers, you can offer them some goods or services for free. Probably everyone knows the scheme in the spirit of “buy two fur coats and get the third one for free” - this is what is meant in this case. You can also offer, for example, free shipping. It can also be free consultations, but this is more relevant for the consulting services market. That is, you can offer to buy more and provide the buyer with a gift. Of course, this can also be in different areas of business. But usually a similar system works when selling relatively inexpensive goods, because when selling cars or apartments, the company will take great risks here. Here you need to take into account the presence of competitors and roughly imagine whether the product will be in demand or not. It also happens that no one even takes a product as a gift and, of course, this will not stimulate customer demand.

Oddly enough, but with such a scheme, different variations are possible. For example, when buying two products for the second, a discount of fifty percent can be made. Also, such a bonus can be successfully combined with others, adding, for example, bonuses to a discount card. At the same time, the client will already know that in the future he will definitely receive a free product for bonuses. Only in such cases, in practice, everything looks different. Often, such a promotion is simply a marketing ploy. For example, the price can be grossly overpriced compared to competitors. Naturally, this is beneficial, but only until the client finds out the cost of the goods in other stores. It turns out that, ideally, the product should still be somewhat cheaper than that of competitors, but here you need to very accurately assess the profitability.

Having carefully studied this system, we can say that such a program is extremely simple and does not require complex calculations. It also does not require any additional tools or systems. No need to bother with any cards, which is also very convenient for the client. A similar scheme can be successfully implemented both in a tent on the market and in a large hypermarket. The potential customer immediately sees the benefits, so it is quite difficult for him to resist the purchase. At the same time, the motivation for more purchases is made here. Again, a client can spend free money on another product in the same store.

Considering the disadvantages of such a program, it is important to take into account that the overpriced product can easily scare off the client. In such a situation, some buyers may feel cheated, which can negatively affect the company's reputation. It is better to think over such a strategy at least six months before launch. The point is that the company must agree in advance on the quantity and value of the product, which is likely to be provided at a lower cost. If this does not happen, then the entrepreneur runs the risk of getting a product at a very high price, because of which the profit may turn out to be too low (there is a high probability of going negative).

Obviously, with such a system, the product should be liquid and in demand by the majority of the target audience. Due to these qualities, buyers will no longer have doubts about the need to purchase. Considering that in most of such cases modern technologies are used, the client will make a decision about this instantly.

Multilevel bonus program

By making the first purchase, the client receives a bonus and learns about the loyalty program for the first time. As a result, the customer receives points for daily purchases. The latter are accumulated and exchanged for discounts, free goods or services. Further, the client can be offered new and often the most unexpected bonuses.

After making a purchase, a person receives a loyalty card. Further, points are awarded on it from each purchase, which can be exchanged for gifts. Discounts are possible in the same company if it has additional services or subsidiaries. With higher and more constant expenses, the size of the discount may increase and the client may also be given even more privileges.

The advantage of this system is that it allows you to accumulate points in the most convenient way. The latter, in turn, do not burn out and you can sometimes spend them on completely different products of the company. At the same time, the client is motivated to make several purchases from one firm. There is also a very clear system for using points.

Considering the disadvantages of the program, we can say about its rather high cost in general. In addition, it may not work everywhere, because there are a large number of discount levels.

Real money

The money that the client can really get can also be called a bonus. Moreover, we are talking about the most real money. For example, when paying for a certain amount of goods, you can return a certain amount to the client. It can also be an action in the spirit of "bring a friend - get 500 rubles to your account." That is, the motivation here is quite serious, because no one will give up real money, which can then be withdrawn or spent on the company's goods. Also, this can be attributed to partnerships, when a client can one-time or constantly receive a percentage of purchases made by his friends (referrals).

The system is used everywhere and its relevance is obvious every day - an entrepreneur does not need to spend money on advertising, and the client has the opportunity to make real money. With this approach, of course, you can significantly increase sales, but you also need to take into account the capabilities of customers, that is, whether they can or not bring new customers. In fact, an entrepreneur with such a scheme may not lose anything, because he just needs to announce this action and then just look at the results.

Bonuses when paying in a certain way

Many companies are interested in customers buying their product in a certain way. It is not only convenient, but also beneficial. For example, you can mention a discount when ordering / paying for goods via the Internet. Again, if a client makes an order via the Internet, then he probably looks at the catalog, and if he looks at the catalog, then, of course, he studies other products that he can buy later. So the benefits of this method are obvious. Of course, with this approach, the company may have a customer's phone number or email address - this will then allow him to send him suggestions. Payment by bank card, again, allows you to track statistics and find out exactly how many goods one customer buys. You can also mention one hundred percent prepayment, which often saves on costs.

Of the minuses, we can mention that a lot here depends on the technical support of the company. If this is a developed online store with its own CRM system, then it will be much easier to track payment options. If the business is less developed and the Internet is not used during work, then it will be problematic to implement this scheme.

Offers from partners

Everything here, again, is also extremely simple. The development of the loyalty program here takes place thanks to partners. Of course, it is extremely important that the product meets the needs of the client, and the purchase process itself should be as convenient as possible. Such a system can combine the offers of several partners at once, and this is quite effective. In new companies and in the case of expanding the client base, it is sometimes simply impossible to do without it. The history of customer interaction and the quality of purchases is tracked here using a CRM system. The latter, in turn, allows customers to use a mobile application and study bonuses through their personal account on the Internet. As a result, you can form a complete picture of the client, track statistics and offer him the most interesting options.

Let's give an example of such an interaction. When buying, the client draws up a bonus card that allows him to buy goods from partners at a discount. It is possible to accrue points that will allow you to buy other products at a minimum cost. It is also possible to divide clients by status, for example, "VIP client", "owner of a silver card" and so on. In such cases, cards are usually issued immediately and without any additional action on the part of the buyer. As a result, the customer can make a much more expensive purchase at one time than they could without any bonuses.

Participation in the program for a client is absolutely free, and to register in the system, he may not make purchases at all - this, again, is also a big plus. As practice shows, the geography of work of partners in such cases is not limited to one city or region. As a result, clients here can be from all over the country or even from all over the world. The multilevel system of bonuses, again, is beneficial to all parties. The client saves money, and the partners and the owner of the main company sell more products. Customized offers also help build customer loyalty. By attracting a large number of partners, you can make many customers permanent.

It is impossible not to say about the disadvantages of this scheme. Its implementation has a very high cost, since it requires the development of maps and technical partnerships with different companies. Naturally, here you need to control the work of the latter, because in the event of any failure, the client will be dissatisfied.

Subscription fee bonuses

This approach can be called VIP service. That is, the client here immediately pays the subscription fee and receives various privileges. This is very important for the B2B sphere, when many companies are interested in ongoing cooperation.

Obviously, with a one-time purchase, the client may be confused by the high cost or limited set of services. Due to these and other factors, VIP service can be a good alternative, allowing you to work on mutually beneficial terms. Access to premium products is provided, points are accumulated and all kinds of gifts are given.

As a rule, the client makes an advance here in advance and immediately receives bonuses, discounts and additional services. There may still be some benefits in terms of the payment itself. For example, if you pay for the year, the monthly fee may be lower. That is, it is more profitable for the client to pay immediately for a longer period in this case. If necessary, you can enter various promotions and periodically remind the client about this.

Studying the advantages of this scheme, we can say that the client here receives a full range of services (products) at a more affordable price. The subscription fee (paid subscription) motivates him to make purchases more often and in large quantities. Also here we can say about an individual approach, which allows you to select personalized offers for a specific client.

A negative point here is the high complexity of implementation. Moreover, this problem lies not only in the technical implementation, but also in the development of the very concept of such an approach. It is very difficult to figure out exactly how this process will be implemented and what specific products it will sell. Needless to say about the likelihood of poor profitability due to the low demand for supply.

It turns out that for the successful implementation of the program, several factors must be taken into account. Perhaps, it is important here that the difference in privileges between the “regular” and “privileged” clients is noticeable. What matters is the relevance and usefulness of the proposed product. This scheme is best suited for those who plan to build long-term relationships with customers through repeat (constant) purchases. Often this can be found in various Internet services that customers use on an ongoing basis.

Non-profit loyalty schemes

To work for the future, it is important to share the values ​​of your customers. Due to this, you can develop an individual approach and gain loyalty. Of course, this creates a positive image and a reputation for the company.

What is meant by non-profit loyalty schemes? An example is the deduction of interest from a purchase to a fund, for example, in support of sick children. It can also be the attractiveness of the technologies on the basis of which this or that product is produced. For example, during the manufacture of eco-cosmetics, only natural ingredients are used and at the same time do not harm the environment. Some other companies also offer customers to bring packaging (for example, plastic containers) from goods to the store and exchange it for bonuses or some other product. That is, such a scheme will be effective when customers want to benefit the world around them - this also very well motivates them to buy.

Thus, the entrepreneur here can get really regular customers who are interested in the charitable result of the purchase. A positive image of the company is being formed, on the basis of which trust is already being formed.

Unfortunately, there are some downsides to this. In particular, customers who shop in this way may not always have an incentive to buy more often. When there is a financial opportunity, then, of course, they can make a purchase, but the frequency of purchases here can vary greatly. Probably, the business owner will then need to slightly increase the cost of the product, unless, of course, it will pay off one hundred percent.

Summing up, we can say that this program will be relevant when the values ​​are really real and are not just an obsessive marketing ploy. Of course, the program is not suitable for everyone and, as a rule, it is relevant in exceptional cases. Selling products or services with this approach can be very effective, but here you need to take into account the interests of the target audience.

During the work have been developed ready-made modules that can be installed and configured to work with protocol processing REST API.

For the RETAIL direction, we have developed a module for 1C Trade, which is compatible from version 8.2. and higher. This module can be used as a basis for integration by modifying it for the individual 1C business processes of each partner.

For the HORECA direction, a module has been developed for the most popular software "R-keeper", which supports both the 6th and 7th versions. The main work proceeds through the standard FarCards application and additional libraries that provide interconnection with processing.

Also for the HORECA direction, the IIKO module is provided - an external plug-in, which is licensed directly by Iko.

Frontol integration module is an external script that is loaded into the software settings and provides interconnection with processing.

All modules have the ability to work with different card identifiers: number, barcode, magnetic stripe, virtual card, as well as the customer's phone number.

We also provide technical and user documentation for ready-made modules, their description, instructions for installing and working with cards at the checkout.

We do processing that unites all sales channels of your business, as well as consumers who receive information

Points using processing:
- Outlets (or cash desks)
- Online store
- Card activation agents (card distribution agents working through CardsPro - FREE)
- Franchises and affiliates (including various legal entities and brands).

API

The personal account provides the Partner with the functionality for working with cards:

• View information about issued cards.
• View detailed information about card transactions.
• Viewing information about retail outlets.
• Search for customer profiles.
• Providing statistical information about cards and operations in the form of diagrams, graphs, reports, etc.
• Uploading reports in various formats.
• Carrying out activations, debits, purchases and other card transactions.
• Sending requests to the processing support service.
• Formation of applications for sending messages (SMS, email, Passbook).
• Access to reference information (user manual, specifications, instructions, etc.).

A client service designed to obtain information about the card (s), transactions on them and perform other actions. Work with the client's personal account is carried out through an Internet browser.
To gain access to the personal account, the client may need a registration procedure (card activation), which consists in filling out a questionnaire. The collection of the client's personal data can take place at the checkout at the time of issuance (issue of the card), or the client can independently go through this procedure by filling out the questionnaire on the card activation page.

The list of required fields depends on the partner's settings.
After registration, an SMS with a password from the excellent client's account will be sent to the client's phone number.
The client can follow the link and log in to his personal account. The authorization method depends on the individual settings of the processing partner.

• card number and captcha
• card number and password
• phone number and password
• phone number and captcha

If the partner has several authorization methods configured, then the client can choose which one he wants to use.
The LKK interface can consist of several tabs (depending on the LKK settings):

• My cards - the block contains information about customer cards ( card number, card name, design, status, balance, expiration date, card transactions).
• Profile and Settings - contains personal information about the client and allows you to manage notification settings. In LCC, the client has the ability to manage the settings for notifications and subscriptions for various topics / brands that he would like to receive.By default, notifications are enabled after client registration.
• About the program - contains personal information about the client and allows you to manage notification settings.

Reports:

Uploading of all standard reports is possible in manual mode in relation to a certain period, in csv and Excel formats. It also provides monthly automatic sending of standard reports by mail.
For a partner, the possibility of forming (ordering) personalized reports based on those available for processing is also availabledata. The preparation of these reports is free of charge.

Standard reports:

• activation;
• movement of gift certificates from the moment of purchase to cancellation;
• maps - information about maps;
• transactions - information about card transactions is included in the report;
• balances on blocked cards (for example, the card has expired, etc.);
• debits - the number of debits on cards for the selected period of time in the context of dates, points and types of cards;
• clients - information about clients, cards and consent to communications in the context of various channels;
• movement of bonuses / discounts - detailed information about the movement (accrual, use, burning) of bonus / discount funds on the card account;

Deep analytics and machine learning

• predicting customer churn;
• purchase recommendations - based on the customer's purchase history, as well as based on the similarity of purchases;
• A / B testing.

Safe data placement - CardsPro processing is located in Russia, and the software product itself was developed entirely by its own developers, who are on the staff of the company (holding).

Bank card reliability - uses all experience with banks and bank cards and can process and store personal data.

Safe storage of data - d To process requests, it uses the power of the N1 data center in Russia - Dataline, allowing you to use the best security tools on the data center market.

Protected personal account - The personal account is protected by a certificate tied to our legal entity (traffic is encrypted), all users independently set passwords that are not stored in clear text during processing.

Secure data exchange - with The connections between the checkout and the processing are protected by separate traffic encryption certificates.

Fraud protection - n Card numbers contain the moon code, incremental (unsafe) algorithms for generating card numbers are not used, some of the numbers are necessarily excluded to exclude the possibility of brute-force card numbers.

The collection of personal data, as well as their processing and storage is carried out in strict accordance with FZ-152.

We are ready to update your existing customer base, as well as receive and process data about new customers.

To update the current customer base, it is necessary to carry out a procedure that will allow segmenting customers into an active and passive base. The customer base for downloading can be provided in table format (csv, excel) and contain personal data of customers, old card numbers (for analytics or subsequent work on old numbers), various levels of savings, customer statuses. The data is normalized before loading on the CardsPro side with the agreement of algorithms.

When activated, it is possible to collect customer data for analytics and communications.

The client's questionnaire includes the following information:

• Name (full name in case of obtaining the client's consent to the storage and processing of personal data)
• Date of Birth
• Client gender
• Telephone number
• Email address (email)
• as well as individual fields, for example, about preferences, hobbies, having children, etc.

The card can be activated in one of the following ways:

• at the checkout of the store, while the client must provide the identification code to the cashier;
• on the site through the form of the client's personal account;
• on the website when registering a client or placing an order;
• using delayed activation: after entering personal data at the checkout, an SMS is sent to the client with a link containing a unique token to enter his data and complete registration in the loyalty program.
Bank card

BI

Dynamic reports that allow you to display data in the sections of interest.


This functionality allows you to build pivot tables in the interface of your personal account.

Any commercial company builds a business with the aim of making a profit. The product produced should not only be relevant, but also be in demand as a quality product. The number of buyers directly depends on this condition. Along with marketing - a way to build customer trust, loyalty programs are created. Their main goal is to turn one-time purchases into recurring monthly sales.

What is customer loyalty and does business need it

Customer loyalty - the degree of customer confidence in the company and its products.

A loyal customer is characterized as:

• Making frequent and constant purchases, regardless of the price.
• Recommending a product to his friends.
• Actively participating in promotions and sales, surveys and contests.
• Ready to overpay when a substitute analogue appears.

Fierce competition in the market and monopolization processes pose new challenges for entrepreneurs. In some industries, customer retention is considered a better tactic than acquiring new ones.

Small and medium-sized businesses are interested in this approach in the first place. The large number of online stores and large suppliers that can make a significant discount is the main factor in the decline in competitiveness. Keeping a customer in the face of a wide variety is becoming the main task of loyalty programs.

Loyalty levels

Rational

Rational loyalty is based on cooperation that is beneficial for both parties to the transaction. Possible only with high quality product or service. Otherwise, no one will be able to force the buyer to buy a second item at a lower price or return again for a purchase at a discount.
At the same time, material incentives for sales should be based on an individual approach so that the client appreciates that the company cares about the status of his personal purchases.

Formed by:

• Stimulating regular customers.
• Identifying the most active buyers.
• Rewards only for meaningful purchases in accordance with the customer's consumer behavior (not on a permanent basis).

Emotional

Emotional loyalty is based on a positive attitude towards a product and a company. Customers are not indifferent to products, they love them, they are fans. Each of their purchases is associated with joy and good mood. At the same time, buyers do not react to signals and tricks of competitors.

Formed by:

• Brand reputation and ideology.
• The importance of products in the eyes of the consumer (properties, functions, appearance).
• Recommendations and reviews from friends and acquaintances.

Behavioral

Behavioral loyalty is based on experience with a firm or the experience of making a purchase. There is no emotional attachment to the brand. Transactions take place regularly due to the accessible location, proximity to the house, and a large assortment of the store. This kind of loyalty is unstable.

Formed by:

• Approving attitude of buyers towards products in general.
• The lack of a similar product from competitors.
• Consumer behavioral factors and living conditions.

Loyalty building stages

First visit

A person enters a store, not yet knowing about the goods and their quality. The first impression is about service and product range. A customer-oriented approach to newbies is also considered one of the points of the loyalty program.

The factors of attracting a client at this stage are:

• lively approach;
• technological approach;
• company presentation (brand, required information).

This is where the rule comes into play: the buyer is satisfied with the service if the communication is built without directly stimulating the purchase. At the same time, it is important to weed out only those customers who will be interested in the purchase.

The technological approach is designed to openly motivate people to buy. They switch to him at the moment when they are sure of the desire to buy a product right now.

To end the dialogue, he uses the following techniques:

• personal manager;
• special prices;
• purchase bonuses;
• priority service;
• limited edition for exclusive clients;
• closed club of buyers.

Customer confidence is also shaped by the image of the company. An unfamiliar small shop with an unpresentable look will cause natural doubts among the client. And business packaging is the basis for creating customer loyalty.

This includes:

• managers (the face of the company);
• team (consultants);
• in-house management technology (efficiency, continuity, consistency);
• awards and certificates.

For all 3 factors, you can significantly influence consumer behavior and smoothly lead him to a purchase.

But the first service may not bring the desired result: the client will not have the required amount on hand, or he will leave, citing a simple interest. Only in 25% of cases does a new guest become a loyal customer. And turning them into a real customer requires a sincere desire to help and provide useful information (from the context of the conversation).

First purchase of goods

At this stage of the formation of loyalty, the client comes to a direct conclusion about whether he will continue to use the services of the company. He has already talked with the employees, made a conclusion about their literacy and competence, the ability to navigate the advantages and disadvantages of the assortment.

Based on his own experience, recommendations and advice, information from review sites, a person gives an objective assessment of the staff. Buying a quality product with poor service will not play a special role. Next time the buyer will 100% contact another company. But if the customer is confirmed with his knowledge base about the product, without telling anything new, he will still return to the store again, because once he has already received competent advice.

Repeat visit

If the client is satisfied with the quality of the goods and service, he will often turn to the services of the company. And, possibly, will make repeat purchases. And the presence of incentives (discount on the second purchase, certificates) will lead him to the store again.

The next appeal to the services of the company will finally consolidate a complete picture of the organization. At this stage, it is important to actively collaborate with the client by sending out customized sales quotes or reminders.

Attachment to the company

This stage of loyalty development is close to complete customer confidence.

The main factors that get in the way of getting a regular customer:

• insufficient product range;
• lucrative offers from competitors;
• uselessness of goods or lack of funds for purchase;
• insufficient incentives to buy;
• weak differentiation of individual offers;
• neglect of preferences and preferential purchases.

Otherwise, 50% of buyers return and make new purchases. This is especially true for online stores and specialized firms. A person who finds a suitable solution in a particular organization does not switch to other channels. He is confident in the reliability of the purchase, high-quality service and in case of problems, he can save money for other needs.

Customer loyalty

A person develops loyalty to the company after long-term use of the service, when he has made more than one or two purchases, but uses the services regularly. Full loyalty is stimulated only at the technological level.

If the quality of the product changes or ceases to suit the buyer, he will go to a competitor. During this period, a competent pricing policy in relation to the client comes into play. To finally secure it for the company, a study of needs and satisfaction with the quality of service is required.

Another classification of customer loyalty stages is as follows:

• casual client;
• ordinary consumer;
• regular customer;
• loyal customer;
• adherent;
• fanatic.

Loyalty program types

The loyalty program is a system of rewards for regular customers in order to ensure stable sales.

Loyalty discount program

Discounts and discounts as a means of incentives are the most popular loyalty programs. Depending on the consumer, they can be provided on a one-time basis or on a funded system. The amount of discounts is charged depending on the customer's loyalty: the more he buys, the more benefits he gets. In some cases, escrow discounts are used where the discount percentage is lowered in the absence of sales.

The discount program is characterized by:

• A material benefit for the consumer and a loss for the company.
• Simplicity of accounting and control.
• Low efficiency if there are worthy competitors.
• A limited period of interest in the discount.
• The provocation of price wars.
• Possibility of personification.

Discounts work in various branches of trade: catering, grocery, perfumery, hardware stores, gas stations, airlines. Without communication with the client and constant communication, the costs of discount cards do not justify themselves.

Loyalty bonus program

Unlike discounts, bonuses are provided for each one-time purchase. They are exchanged against payment for the goods (partial or full). Bonuses vary in form. Most often these are points, local currency (miles from Aeroflot, rubles from Pyaterochka, stickers from Dixie) or stale goods.

The loyalty bonus program is characterized by:

• Efficiency with constant sales.
• Significant costs in the presence of paying customers.
• Limited validity period.
• Inability to calculate points in some cases (promotion period, limit or threshold of points, number of purchases).
• Not suitable for one-off and expensive items.
• Requires special technological solutions (calculation of points and possible costs).

The bonus program works in various clothing boutiques, flower shops, souvenir shops, car services and workshops. Less consumer preferable and more labor intensive for the firm.

Multi-tiered loyalty programs

Multi-tiered loyalty programs are developed taking into account individual purchase histories. Dedicated customer bases provide control. The total amount spent varies by levels, according to which the client receives a discount (direct dependence).

Multilevel loyalty programs are characterized by:

• The interests of the consumer himself in improving his status.
• Developed in areas with VIP service.
• The high cost of bonuses.
• The need to develop programs and account for each operation by the client.
• A flexible system for accumulating points.
• Direct motivation to make purchases.

Multi-tiered loyalty programs operate in banking and insurance, airlines and transportation, hotels and supermarkets. The total amount of accumulated bonuses makes it possible to receive goods for free or exchange them for a discount.

Paid loyalty program

Based on the purchase of the right to receive bonuses and privileges. The client is notified of this possibility, and he signs a contract for the provision of services. The payment under the agreement is a regular subscription fee or a one-time payment.

The paid loyalty program is characterized by:

• Special service, additional features and terms of limited use of resources for the client.
• It is developed in relation to regularly purchased goods, for which you can set high bonuses and discounts.
• Ease of organization and vision.
• Minimal losses for the company (salary of responsible persons).
• The ability to calculate the costs of bonuses and discounts.
• Lack of feedback and approval in case of overpricing (commensurate cost of the effect of information does not bring benefits).

Works in the salons of mobile operators, B2B enterprises, online stores and information services, consulting and business support.

Loyalty programs with intangible rewards

Various privileges and advantages (not in monetary terms) act as intangible loyalty programs. To do this, you need to clearly understand what the client wants. Examples include repairing expensive equipment, refurbishing handicrafts, accessories, and replacing wearing parts in workshops.

It is characterized by the following features:

• Directly linked to the object of sale.
• Requires additional space and warehouses.
• Demanded by customers.
• Facilitates the use and operation of the product.
• Provides gifts and services as a reward.

The non-material loyalty program will only work in the sales area (not services). Suitable for large companies, as well as private craftsmen and manufacturers of durable goods. It is used in perfumery, household chemicals and packaging stores in order to protect the environment (exchange of empty packaging for products).

Loyalty affiliate program

Affiliate programs are developed in conjunction with other companies that supply related products, provide installation and repair of products, and in any other way may be useful to customers.

Loyalty affiliate programs are characterized by:

• Long-term business relationships with companies that produce components, accessories or provide services.
• They are developed both for the convenience of the client and for the search for new sales markets through the partner bases.
• The presence of bonus incentives when contacting partners.

They are effectively implemented in the field of communications and the Internet, air traffic, car rental.

Loyalty programs with gamification elements

The introduction of game processes into programs is a consequence of the company's desire to lure a client. On the one hand, gaming contests should add variety to the shopping process, on the other hand, they should motivate serious and dear customers to take part.

Gameified programs are characterized by:

• Direct benefits to buyers.
• A transparent mechanism for the selection of winners.
• Understandable conditions that weed out all lovers of free gifts.
• A quick result from the action.

Programs with elements of gamification are implemented in various areas of business. This technique is especially popular in clothing boutiques, markets and shopping centers, catering and leisure establishments.

Natural loyalty programs

This approach means that the firm does not develop special loyalty programs. Everything happens as usual. The brand wins the attention of customers due to its uniqueness, the management does not see the need to encourage them. The product is one of a kind and meets the requirements of buyers to the maximum. Such goods include electronic equipment (cameras, telephones), new developments and know-how, as well as designer clothes and products from certain industries.

How to choose a customer loyalty program

Put yourself in the buyer's shoes

Doing business involves tremendous work, constant analysis and accounting. In such conditions, there is not enough time for a detailed analysis of the possible needs of customers. If you do not assess the quality of goods and services, you can independently think over the necessary development paths. To do this, any novice businessman tries to put himself in the shoes of the buyer.

But any business has blind spots that arise largely due to a biased assessment of the business. Therefore, they first analyze the assortment and sales, and then proceed to the selection of the optimal loyalty program (discounts, bonuses or gifts).

Ask buyers

Ask a regular target audience (buyers) about what they need more - discounts or bonuses. You can create a survey on social networks, by mailing, on the website. Interested parties will definitely express their opinion or propose a concrete solution. Be sure to leave a field where visitors can leave their own answer.

Make an analysis of competitors

An analysis of competitors will reveal both the right decisions and the unreasonable ones. In business, people learn from the mistakes of others. One miscalculation can have a significant impact on your budget, especially in an environment of erratic sales.

Understand what is more profitable for business

If big discounts are not designed for the budget, you should either refuse to hold promotions altogether, or come up with an interesting bonus program. For a regular client, these conditions are insignificant, but for a business they can result in losses. You need to act based on your own interests. According to surveys, most shoppers view sales and discounts as cheating.

What are the types of customer loyalty

• True. It is characterized by constant interest in a brand or company, does not depend on external factors and pricing policy. It arises with an emotional attachment to the product and is in no way connected with other types of necessity.
• Latent. It is characterized by subconscious attachment to the brand. But the customer has no purchase opportunity. Sales are rare and volatile.
• False. The customer buys products frequently. The reasons for this are: necessity, high quality, lack of competitors, envy and other objective factors. New clothes bring a feeling of joy, but there is no emotional attachment.
• Disloyalty (lack of trust). The customer once bought the product and never came back. He didn't like the service or the product itself. Accordingly, she does not feel any feelings at the mention of the brand.

What works better: discount or bonuses

By means of discount and bonus loyalty programs, most firms form a trusting relationship with their customers. Discounts and bonuses (both cumulative and fixed) differ insignificantly from each other. The discount carries a large financial burden in the current period.

• reduce the price;
• are an additional benefit from an already made purchase;
• increase the perceived value of plastic;
• taken for granted.

• exchanged for payment;
• are a bonus for a future purchase (investment);
• increase the value of the relationship with the seller;
• more interesting for clients (idea);
• motivate the buyer to return.

To increase the average check, only discounts are used. To increase future purchases and build loyalty, they resort to bonus programs.

In both cases, there are risks: bonuses and discounts are fraught with a loss of benefits, moreover, an illiterately composed company can cause negativity or ridicule on the part of buyers.

How to prepare for the implementation of a loyalty program

Evaluate the effectiveness of your loyalty program

The main indicator of customer loyalty is the Net Support Index (NPS). To calculate it, a survey is carried out. The client establishes how much he trusts the company (brand). Answers are counted in points (1-10). After questioning, each client is assigned to one of the groups:

• client-promoter (9-10);
• passive consumer (7-8);
• customer-detractor (0-6).

The overall loyalty score is equal to the difference between the number of promoters and detractors.
NPS is counted as the share of promoters in the total number of respondents. The higher it is, the more stable the enterprise is.

Another indicator is customer churn (the ratio of customers leaving to the total number of customers per year). It is compared to an inflow when assessing financial risks.

There are other methods for measuring customer loyalty, such as RFM analysis. All customers are divided into 3 groups depending on the age of purchases, their frequency and quantity, and the amount of spending. And calculate their specific gravity as a percentage.

The most labor-intensive methods are considered to be CES (Customer Effort Assessment). Most often, they use standard performance indicators applicable to loyalty programs.

Key mistakes when implementing a loyalty program

Uneconomical economy

Calculating bonuses and discounts using a computer is not enough. It is necessary to take into account the basics of trade marketing and consumer psychology. Distribution of discounts without mathematical modeling is a banal attraction of generosity, in which the marginality of the business decreases. The most loyal customers make constant purchases anyway. And rare customers are stimulated to an insignificant extent due to the differentiation of discounts by the amount of sales.

Cut seven times, measured one

Loyalty model optimization requires daily analysis. Taking into account and identifying interdependent factors allows you to make adjustments to the essence of the proposal. For this, a working group is being created to optimize in the direction of "sale - amount of remuneration". Its task is to make it possible to manage what cannot be measured.

One size fits all

The behavior and habits of consumer segments are different. In about half of the cases, the chosen reward system does not meet the interests of clients (it is difficult to accumulate bonuses, an unattractive prize). In fact, there is no customer focus.

The science of building fruitful alliances

Marketers find it essential to use co-branding and coalition loyalty programs. Their essence is to create a joint campaign in an alliance with another enterprise. The partnership helps to reduce the churn of customers - the consumer receives an additional service to the product, the lack of which was the main obstacle in using the product.

How to build the next generation loyalty program

Stop spending, start investing

The design of the program is based on the calculation of the client's prospects and cost-effectiveness. That is, the company is aware of who, how and when will receive bonuses. The allowable discount level for each customer is measured by the CLV (Customer Lifetime Value) system.

Personalize your participation in the program

It is necessary to keep a record of all customer data (geolocation, transactions, history of requests, polls). Without the consumer's information genome, it is impossible to identify his preferences and interest in the program.

Combine different types of customer motivation

You cannot influence the consumer only from a rational point of view. This only creates tolerance for the brand. An emotional loyalty program should generate interest and action. True loyalty is formed only at the level of feelings.

Cultivate an omnichannel business model

The more tools the company uses to communicate with the consumer, the wider the reach of potential buyers. Everyone has different opportunities and lifestyles. The creation of accounts in various social networks, applications, chat channels is positively perceived by regular customers.

Actively manage customer experiences

Investigate customer problems and history of customer inquiries. More than 70% of consumers leave because of poor service. Working with complaints and eliminating gaps is the main task in communicating with regular customers.

6 ways to measure the effectiveness of a company's loyalty program

Evaluating the effectiveness of the program makes it possible to manage and optimize customer loyalty. The calculation of efficiency is performed using (see Indicators):

• basic performance indicators KPI;
• analysis of sales dynamics;
• cohort analysis;
• Look-alike analysis;
• effective analysis;
• LTV metrics.

Examples of unusual loyalty programs for banks, hotels, gas stations and carriers

Thank you from Sberbank: bonuses

It makes it possible to collect points by simply making purchases in various stores and online services. With each payment with a card from the bank's partners, the user also receives a cashback (up to 20%). All points can be viewed in the application or on the bank's website in your personal account.

This loyalty program is multi-partner. You can spend points or get cash back in various online markets, restaurants, cinemas and home stores. Points can be used to pay for housing and communal services, travel packages or communications.

Thus, the client is provided with ample opportunities to realize the reward, which significantly affects the volume of electronic purchases. The bank, in turn, has the opportunity to use temporarily free funds on the accounts. Taking into account the cost of the program, the incentive freeze of funds brings sufficient income to the bank, which is ready to pay up to 50% of the funds put into circulation.

SPG & Marriott Rewards: rewards

Marriott hotel chains offer a multi-tiered loyalty program with affiliate bonuses and gamification elements. There are also elements of the loyalty discount program (cashback, discounts).

Bonuses are awarded for each night of stay at the hotel. The industry giant uses a whole reward system that is difficult to assign to a specific group. Also interesting is the offer of privileged service in hotel chains around the world. When buying a tour to these hotels (29 brands), you need to get 1 of 5 statuses from silver VIP to paid privileged.

Can be spent at both e-commerce stores and the Marriott chain (free overnight). A separate point is the possibility of converting points into air miles. This diversification of opportunities is aimed at attracting new customers who want to save money. An application has been created for regular customers where you can choose the required level of service and additional VIP services.

Loyalty Cards of the LUKOIL Club

The loyalty program operates on the basis of a plastic card and its virtual substitute. Clients get the opportunity to get a discount, use points in partner companies, and also receive income for the balance of funds.

As a VIP service, it is possible to use the capabilities of the mobile application (hotline, gas station locator, promotions). The program is a discount type of incentive and offers savings on fuel with frequent refueling.

RZD Bonus

This program is bonus. When paying for each trip, points are awarded that can be spent on an additional trip - an award ticket. To do this, the account opened through the official website must have enough points.

The system has several levels, families and students can take advantage of special conditions. To do this, you need to create a personal account. You can accumulate points even if a person uses the services of other carriers (partners). Frequent trips allow you to quickly save up for travels in high-speed trains such as "Sapsan", "Strizh", "Lastochka" and "Nevsky Express". The loyalty program from Russian Railways is multi-tiered and allows you to benefit in the future from regular rail trips.

Loyalty programs are designed to stimulate the client for mutually beneficial cooperation. If the program is drawn up without appropriate calculations, the business owner runs the risk of incurring serious losses. In this case, you should not count on the actions of competitors. Without a comprehensive financial analysis and mathematical modeling using specialized tools, the loyalty program will not bring results. And in conditions of poor quality of goods or services, they will not pay attention to it.

All entries

Loyalty programs are a reward system for regular customers. They help manufacturers to cope with competition, attract and form a pool of loyal customers.

Recently, the effectiveness of such programs has been declining. This was confirmed by the COLLOQUY center, which conducted a study in 2015. The client does not see real benefits, perceives bonus programs as an attempt to sell unnecessary goods and ceases to trust brands.

This does not mean that they do not work. For each task it is necessary to select a special loyalty program. In this article, we will analyze 8 programs and help you choose the one that is right for your business.

1. Bonus for every purchase

Where does it work: grocery, perfumery and hardware stores, gas stations, catering, airlines.

The more often the customer buys, the more discount he earns. On the accumulated points, you can take a free product or get a discount. The program works in the areas of quick and short-term purchases. A good example on the Russian market is the Podruzhka chain of cosmetics and household chemicals.

How it works?

At the first purchase, the client draws up a card on which bonuses are credited. The more you buy, the more bonuses come to the card. They can be spent on the following purchases: get a discount or pay for goods in whole.

Chain of stores "Podruzhka"

The assortment in Podruzhka cosmetics stores differs from the usual Rive Gauche or Letual. The chain stores are located outside the Garden Ring and in the Moscow region. The main location is residential areas, where a pool of regular customers is formed. Therefore, the range of products is wide, for example, Japanese cosmetics can be bought only here. Affordable prices, customer service flawlessly.

The company has developed a flexible discount program for clients. The discount depends on the amount for which the customer made purchases in the previous month:

Up to 1,000 rubles - 3%

1,000 - 1,500 rubles - 10%

From 1,500 rubles - 15%

With such a system, it is profitable to buy hygiene products, cosmetics and household chemicals in one place. If last month the amount of purchases was 5,000 rubles, then next month the client will receive a discount of 750 rubles. The discount is accumulated regardless of whether you have accumulated this amount in one visit, or have come to the store several times. But if the client did not manage to take advantage of the bonuses within the next month, they will automatically expire. This motivates you to buy constantly and receive monthly bonuses.

Pros:

• a flexible system of discounts that motivates you to buy more and maintain a high discount;
• accumulated bonus system;
• personal communication with clients. Creates a trusting relationship;
• additional bonuses for purchases.

Minuses:

• the program may not work if there is no communication with clients;
• to participate in the program, you need to make a purchase and receive a bonus card;
• feedback from the client is required;
• to get a discount, you need to show a bonus card;
• complex implementation system.

Outcome:

A long-term relationship with the client is formed. For the bonus program, you need a system of rewarding the client at every stage in order to constantly maintain his interest. The program will work in online stores, offline points of sale, airlines and hotels. When implementing, you need to know not only the frequency of purchases, but also the average check. The bonus must be equivalent to the cost.

2. Percentage of all purchases

Where does it work: clothing boutiques, car services, flower shops in a residential area.

A fixed and permanent discount on the next purchase is a simple and ineffective type of loyalty program. The client does not know how much he has accumulated on the card, therefore he is not motivated to buy. Plus, to get to a good discount, you need to buy often and a lot. Usually such a frequency is not needed, as a result, the program is forgotten.

A card with a fixed discount percentage is common in stores where purchases are made every 3-6 months. For example, flower shops, clothing boutiques, or car services. The discount does not provide additional motivation. Most often, they simply forget about it due to the widespread use of this loyalty program.

How it works?

At the first purchase, the client issues a store card with a fixed discount. Bonuses do not expire, replenish or cash out. You can use the discount only upon presentation of the card. The loyalty program ceases to affect repeat purchases.

Loyalty program in GAP stores

When buying from 1,500 rubles, the client issues a bonus card with a 5% discount. There is no accumulation system, and an additional discount is given only on the birthday. The client can buy for 5,000 rubles and get his own 5%, or for 50,000 rubles and get the same 5% - the discount percentage will not change. During sales periods, the bonus card is not valid. The discount does not change, and it cannot be activated during the sale.

Such a discount program is ineffective, but it will be useful for stores that rent their own space in residential areas. Convenient location and additional discount will play against a trip to the shopping mall. A card with a fixed discount will not motivate people to buy in the same place: similar discounts are waiting for the client in a boutique opposite with a similar assortment and prices. Therefore, with the same discounts, the client will choose the store that had better service.

Pros:

• the system is not expensive and easy to implement;
• the client always knows his discount.

Minuses:

• unrecognizability of the loyalty program. Similar programs for all;
• limited actions. If bonus points can be given, accrued or withdrawn, then this will not work with a discount. It is unchanging and constant.

Outcome:

The discount program is easy to implement, but does not motivate you to make more or more purchases. The company's margins will decline, but customers will not be interested. It is better not to use the program, but to rely on customer service or product quality.

3. Free stock items

Where does it work: grocery stores, gas stations.

Reward when buying N number of products is suitable for retail stores and service providers. The effect of the program is short-term. Competitors will also use this model, so bonuses are devalued. Especially if competitors have similar products for the promotion.

How it works?

The client buys two products for the promotion and receives the third for free.

Loyalty program in the Gazpromneft filling station network

There is a special offer in the Gazpromneft gas station network: when buying two products, a 50% discount is available for the second. The client saves ¼ or 25% of the total cost. The system increases the average bill due to the obvious benefits that can be obtained here and now. If the client has a Gazpromneft card, then bonuses for the purchase are additionally credited to the club card.

Motivation: bonuses and discounts for purchases. In the future, the customer can count on a free refueling.

The program works until the client knows the real price of the product. Prices in shops at gas stations are 15-25% higher than in supermarkets. At the gas station, the client will buy 3 packs of gum at the price of 2 for 99 rubles per piece. and will spend 198 rubles. In the store, such a gum costs from 57 rubles per pack. The client will pay 171 rubles for three packages.

Loss when buying from Gazprom - 27 rubles

Optics chain Lensmaster

In the network of optics salons "Lensmaster" the opposite example. Here, bonuses are not awarded immediately, but at a certain stage. When buying contact lenses, the customer receives a card, which indicates the number of similar purchases. When he accumulates 10 seals, he receives a gift: the 11th pair of lenses as a gift.

Motivation to buy at Lensmaster works productively only at first, until the client finds a similar product at a low price in other optics.

In Lensmaster you can buy 1-Day Acuvue Moist for Astigmatism lenses for 1,780 rubles.

The same lenses cost 990 rubles in bespectacled eyes.

When buying 10 lenses, the difference between purchases of identical lenses in Lensmaster and Ochkarik will be 7,900 rubles. With such a difference, a gift in Lensmaster no longer seems like a gift. The client will not return to the store, where they are trying to make money on him by deception.

Pros:

• the program is simple to implement and not expensive;
• transparent client reward system;
• it is not necessary to have a loyalty card to participate in the promotion;
• clear and quick benefit for the client;
• motivation to buy more;
• additional bonuses that can be exchanged for another product.

Minuses:

• overpriced goods scare off customers;
• the client feels cheated. The impression of the company is spoiled and a negative perception is created;
• there is no direct interaction with the client;
• the strategy must be thought out at least six months before the launch of the program. The company negotiates the product and the price with the supplier, who is ready to provide his product at a low price. In the opposite case, the price of the product for the promotion will be overstated;
• high competition due to the prevalence of the program.

Outcome:

The program is easy to implement, but if you do not think over the pricing, the client will be scared off by the inflated prices and he will no longer trust the company. The product itself must be interesting and liquid, so that there is no doubt about the need to purchase. The program is suitable for retail and ecommerce, where purchases are instant, and the client makes a decision here and now.

4. Multilevel bonus program

Where does it work: supermarkets, car services, hotels.

The client makes the first purchase and receives a bonus, learns about the loyalty program, and can become its member. The benefit is clear: rewards for everyday purchases. Bonuses can be accumulated and exchanged for discounts or free goods or services. Next, you need to keep the client, encouraging new bonuses and gifts.

How it works?

The client makes the first purchase in the store, draws up a loyalty card. Points are added to the card for each purchase. The accumulated points can be used to pay for purchases or exchange them for gifts.

Virgin Atlantic Flying Club

Virgin Atlantic has expanded the familiar flight mileage system and introduced a status system. Upon registration in the program, the participant becomes a member of the Red club. The status gives you the right to exchange miles for discounts when renting a car, paying for parking or a hotel, when buying tickets for flights on holidays.

The next level is silver. When switching to it, the member is credited with 50% more miles. The status gives the right to check-in for a flight out of turn and priority when boarding.

The highest customer level is gold. In addition to the benefits of the previous levels, the client can use the services of exclusive VIP-zones at the airports.

Pros:

• flexible system of accumulation of points;
• the accumulated points do not expire;
• motivation to make purchases in one place;
• additional discount for program participants;
• clear system for writing off points;

Minuses:

• complex and expensive implementation system;

Outcome:

The program will work in the field of reusable purchases and essential goods. According to the multilevel incentive system, loyalty programs have been built for airlines, hotels, and beauty salons.

5. Partnership of companies for exclusive offers

Where does it work: in large chains of grocery stores, telecom stores, clothing stores.

The loyalty program can also be developed through offers from partners. For the program to work, the product must meet the needs of the client, and the purchase process must be convenient. This multi-partner loyalty program can be effective with a growing audience in a new company or expanding a customer base. Interaction with customers and control over the quality of purchases is tracked using CRM systems.

How it works?

The client draws up a bonus card, which already has offers from program partners. For each purchase, the client receives points on the card, which can be used as a discount on purchases or gifts.

Loyalty program "Svyaznoy-Club"

This is one of the largest loyalty programs in Russia. In 2014, it had 19 million members - 13 times more than Aeroflot. The number of partner companies has exceeded 50.

Customers receive bonuses for purchases. The club card is charged from 1% to 14% of the purchase amount. Bonuses can be spent on a purchase or used as a discount.

The CRM system divides all participants by the nature of their entry into the loyalty program. You can participate in the program through purchases at offline points of Svyaznoy and partners or through the Svyaznoy online store. Holders of the "Svyaznoy Bank" bank card automatically become members of the club.

When making purchases by the CRM system, the following data is taken into account:

• using a mobile application;
• nature and frequency of purchases; participation in bonus programs;
• average check;
• disposal of bonuses. The client can spend all bonuses at once or use them as a discount when purchasing;
• reaction to emails and calls.

A complete picture of customer behavior helps shape the right offer for the customer. The CRM system analyzes the data and makes an offer to the client based on previous purchases, taking into account the price segment.

For example, a customer purchased a laptop from an online store. When placing an order, the system will prompt you to buy related products. For the purchase, the client will receive a smart card as a gift and 1000 bonuses on the card, which he can spend on the next purchase or exchange for a gift.

If a client buys a mouse for 190 rubles, he will not receive a gift, and the number of bonuses will be significantly less.

The system encourages the customer to make a larger purchase at a time in order to save on points in the future.

Pros:

• participation is free. You do not need to make an initial purchase to register in the program;
• wide geography of the program. Partners work throughout Russia;
• competent co-branding. Program partners represent food, entertainment, healthcare and other service industries;
• multilevel incentive system. The more the client spends, the more and more valuable bonuses he receives;
• individual offers. Each customer receives an offer based on previous purchases.

Minuses:

• the implementation of such a program is very expensive, since you need your own card and partnership at a technical level with many companies;
• complex implementation system;
• constant control over the work of partners.

Outcome:

Such a loyalty program is attractive because of the huge number of partners involved in it. With the right combination, the buyer will make more purchases, collecting related and sometimes unnecessary goods. With such a system, it is important to consider the campaign marginality, price cap and partner recommendations.

6. Payment for VIP service

Where does it work: in stores that justify the additional costs with high service levels; in B2B enterprises.

In order for a customer to buy goods in one store, the company must make shopping as comfortable as possible. If you analyze customer behavior, you can identify the factors that interfere with making a purchase.

For example, when buying through an online store, a customer may be confused by an additional tax or expensive shipping, a limited selection of goods, or a high price. To eliminate this, the company may introduce a paid loyalty program. It consists in the fact that for a certain fee the client receives a VIP service. Shopping is more enjoyable when the customer feels that they are being cared for.

How it works?

The client makes an advance and receives privileges in the choice of goods, additional services and bonuses upon purchase.

Amazon VIP Service

For $ 99 per year, a customer can apply for Amazon Prime. The subscription provides a bonus in the form of free two-day shipping with no minimum purchase amount, access to premium goods and additional discounts. It is more convenient to make purchases with a subscription, the client has additional opportunities on the site. Benefits help customers feel valued.

Pros:

• the client pays and receives good service;
• a paid subscription motivates to make purchases more often and more;
• direct interaction with the client, the ability to select individual offers.

Minuses:

• complex implementation system;
• the program may not pay off, high risk.

Outcome:

A paid loyalty program can work if the difference in privileges is tangible, helpful, and relevant to the customer. Suitable for companies that build long-term customer relationships based on repeat purchases. And also for B2B businesses that regularly supply business products.

7. Non-profit loyalty program

Where does it work: in shops of cosmetics and household chemicals, from manufacturers of packaging.

The main task of the loyalty program is to form a pool of regular customers. If the company is trusted, then the client will come again. Trust is not only about the quality of the product and its price. To form long-term relationships, you need to know your client and share his values. In order to constantly sell and expand the network, the company can interest the client with its policy. This creates a positive image of the company and unites the buyer and the manufacturer.

How it works?

When choosing and buying a product, the client will learn more about the company's non-commercial programs. For example, transferring funds from purchases in WWF or ecological production of goods.

Eco Campaign Lush

One of the most famous British eco-cosmetics manufacturers attracts its customers with the company's policy. Natural ingredients are used in the composition of the products, cosmetics are not tested on animals, production does not harm the environment. To motivate customers to buy more and more often, the brand has introduced packaging that can be recycled and reused. The client collects the jars and brings them to the store, for which they receive a bonus in the form of a fresh mask or face scrub.

pros:

• pool of regular customers;
• positive image of the company.

Minuses:

• does not encourage buying more often;
• it is possible to increase the value of the goods by transferring part of the funds to the funds.

Outcome:

A loyalty program can work if the values ​​are not far-fetched, but the benefits from purchases are real. The program is suitable for industries, for example, cosmetic brands, manufacturers of household appliances or households. The more transparent and understandable the production is for the client, the more trust in the company.

8. Brand as a loyalty lawmaker

Where does it work: from a manufacturer with a high reputation.

The loyalty program is suitable for unique and quality products. The product may not be budgetary, not of the best quality and not the most liquid, but it will be in demand thanks to the brand. This is due to the fact that the company forms a new niche, and the product - a new category.

Apple corporation

The company does not offer discounts on its products even to the most loyal customers. Because they are not. The only exception is education products.

The company has developed discount programs for schoolchildren, students, teachers, tutors and educational institutions. This policy is connected with the fact that the corporation does not use advertising in the usual sense. The company does not use TV, mailings, advertising banners. Apple educates the next generation of product users through the educational system.

The user gets used to the interface, build quality, external design and will not refuse in favor of a cheap, but less comfortable replacement.

Professional cosmetics MAC

Another example of a brand that dispenses with discounts and loyalty programs and leads the market in its segment. The brand offers high quality cosmetics, sells only in branded boutiques and does not provide a franchise. The prices of the goods are high, as is the quality of service. Only professional make-up artists work among the staff in the brand's boutiques. The consultants talk about the products and can apply makeup at the request of the client.

Without experience, work at MAC is not accepted. But for the staff there are special prices for products. Therefore, make-up artists choose high quality cosmetics, which they are used to working with, and even at a discount.

Pros:

• formation of a pool of regular customers;
• brand recognition;
• there is no need to carry out additional promotions and discounts;
• the product is unique on the market, as it forms its own category.

Minuses:

• the program should be developed in detail at the time of the brand launch.

Outcome:

This loyalty program is one of the most difficult to implement, but also successful. The program will work if the concept of the entire brand is thought out before the company enters the market. The lack of discount programs will be compensated by the high quality of unique products and services. With such a program, the company forms several generations of users. This eliminates the need for ad campaigns, sales, and bonus programs.

Let's summarize:

Bonuses for each purchase are suitable for stores with quick and short-term purchases. If the program is not cluttered with unnecessary information, it can give a good result;

The discount card program for each client is easy to implement, but does not generate more profit;

A promotion with a free product is suitable for retail stores: the client buys more than needed;

The multi-level bonus program is used by airlines, hotels, large retail chains. Motivates to buy more when the product is liquid and prices are reasonable;

It is difficult to implement an affiliate program, but it can significantly expand the client base and increase brand awareness;

The loyalty program with paid participation is suitable for online stores, banks and companies that provide VIP services or VIP services. A risky step, but what you pay for, you begin to appreciate more;

The non-profit loyalty program is suitable for brands producing unique goods. The client will become more likely to pay attention to the history of the company and its value when choosing a product.

To make the product itself desirable and necessary, you need to create a new category for it. Such a campaign will be long-term and ongoing. Resources will be spent on maintaining product quality, and not on creating a new bonus program.