Loyalty program for wholesale customers. Loyalty programs for customers - examples

You probably know that acquiring a new customer costs 5-10 times more than retaining an existing one. And that's not all: the average bill for regular customers, according to statistics, is 67% higher than for new ones.

In modern commerce, retention and repeat sales are the main driver of growth. Most companies integrate loyalty programs to achieve these goals, but many of them do not think about what is really important for customers.

According to Colloquy Customer Loyalty Census, 13 out of 30 loyalty programs stop working within a year of launch. Companies are losing time and money, and customers do not see the value in the offer to "accumulate points and exchange them for a hat."

To prevent your program from becoming a member of the Looser-13 list, you should first familiarize yourself with the existing customer retention models on the market

Cumulative loyalty program

This is the most common model with a very simple mechanics - regular customers accumulate points for their subsequent exchange for material benefits (discount, free product, special offer, etc.)

Despite the apparent simplicity of this method, many companies manage to complicate the program so much that they themselves begin to get confused in it.

“14 points can be exchanged for $1, and twenty dollars accumulated is a 50% discount from the next purchase in April” is not a loyalty program, but a headache.

When implementing a funded system, remember that it should be simple and straightforward. This model can be integrated into almost any B2C business, but it is best used where there is a high frequency of purchases.

Boloco "s. Loyalty program "Boloco Card".

The American restaurant chain Boloco is known not only for its burritos, but also for its effective loyalty program. According to its rules, members receive 1 item for free for every $50 spent. It can be an extra-large burrito or a small smoothie. Boloco speaks to its customers in a language they understand, measuring points in dollars and dollars in goods.

Tiered Loyalty Program

Finding a balance between the value of the prize and its attainability is the main task of the company when designing a loyalty program. Achieving this goal can be facilitated by the introduction of a tiered model of customer retention and encouragement.

By rewarding small prizes as the client moves up the loyalty ladder to more significant rewards, you keep his attention and maintain interest in participating in the program.

The main advantage of a tiered model over a cumulative one is that the client derives both short-term and long-term benefits from it. The accumulative system is not so interesting for customers, because. the interval between purchase and achievement of the goal is usually too long, so often customers simply forget about the program.

This system is widespread in businesses with high commitment, such as airlines, hospitality and insurance companies.

Virgin Atlantic. Flying Club loyalty program.

Virgin Atlantics offers its passengers a fairly common among airlines tiered loyalty program, which involves the accumulation of miles. Passengers are segmented by clubs: "Red", "Silver", "Gold". Members of the Krasny club can exchange their accumulated miles for car rental, parking and hotel payments. "Silver" - get 50% more points on flights and have priority access on check-in. Gold points double miles and provide access to VIP lounges.

Paid loyalty program

The goal of a loyalty program is to strengthen the relationship between business and customer. Think about it, wouldn't it be better for you, instead of offering a small benefit for free, to give your customers more value, but at a cost?

Apple. Loyalty program "Not in this life, buddy"

Even the most loyal buyers of Apple products do not receive discounts and prizes. A brand focuses primarily on a product and service that fully meets the requirements of their target audience. Therefore, the Apple loyalty program can be called natural.

Finally

By reviewing these examples, you can begin the process of designing a program that will help you meet your business goals and be of interest to your customers.

All entries

Loyalty programs are a reward system for regular customers. They help manufacturers 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 doesn't mean they don't 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, perfume and hardware stores, gas stations, catering points, airlines.

The more often a customer buys, the more discount they earn. The accumulated points can be used to 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 Podruzhka, a network of cosmetics and household chemicals stores.

How it works?

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

Chain of stores "Podruzhka"

In Podruzhka cosmetics stores, the assortment differs from the usual Rive Gauche or Letual. The chain's 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 only be bought here. Prices are affordable, customer service is impeccable.

The company has developed a flexible discount program for customers. The discount depends on the amount for which the client 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 accumulated this amount in one visit, or came to the store several times. But if the client did not have time to use bonuses within the next month, they automatically burn out. This motivates you to buy constantly and receive monthly bonuses.

Pros:

• flexible discount system that motivates you to buy more and keep 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 receive a discount, you need to present a bonus card;
• complex implementation system.

Outcome:

Long-term relationships are formed with the client. For a bonus program, you need a system to reward the client at every stage in order to constantly maintain his interest. The program will work in online stores, offline points of sale, in airlines and hotels. When implementing, you need to know not only the frequency of purchases, but also the average bill. 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 inefficient type of loyalty program. The client does not know how much money he has accumulated on the card, so he is not motivated to buy. In addition, 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 service. 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 draws up 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 influence the repeat purchase.

Loyalty program in GAP stores

When buying from 1500 rubles, the client issues a bonus card with a 5% discount. There is no accumulative system, and an additional discount is given only on the birthday. A client can buy for 5,000 rubles and get his 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 will be useful for stores that rent their own premises in residential areas. Convenient location and an additional discount will play against a trip to the shopping mall. A card with a fixed discount will not motivate you to buy in the same place: similar discounts are waiting for the client in the opposite boutique 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 customer always knows his discount.

Minuses:

• unrecognizability of the loyalty program. Similar programs for everyone;
• limited action. If bonus points can be given, credited or taken away, then this will not work with a discount. She is unchanging and constant.

Outcome:

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

3. Free Promotion Items

Where does it work: grocery stores, gas stations.

Reward when buying N quantity of goods 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 depreciated. Especially if competitors have similar products on sale.

How it works?

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

Loyalty program in the network of gas stations Gazpromneft

There is a promotion in the Gazprom Neft gas station network: when you buy two products, the second one gets a 50% discount. The client saves ¼ or 25% of the total cost. The system increases the average check due to the obvious benefits that can be obtained here and now. If the client has a Gazprom Neft card, then bonuses for the purchase are additionally credited to the club card.

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

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

Loss when buying at Gazprom - 27 rubles

Network of optics stores Lensmaster

In the network of optics salons "Lensmaster" there is a reverse example. Here, bonuses are not awarded immediately, but at a certain stage. When buying contact lenses, the client receives a card that indicates the number of similar purchases. With the accumulation of 10 seals, he receives a gift: the 11th pair of lenses as a gift.

Motivation for purchases at Lensmaster works productively only at first, until the client finds a similar product at a low price in another optics.

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

The same lenses in Ochkarika cost 990 rubles.

When buying 10 lenses, the difference between buying the same 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 deceit.

Pros:

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

Minuses:

• inflated prices for goods scare away 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 should be thought out at least six months before the launch of the program. The company coordinates the product and price with a supplier who is ready to provide his product at a low price. Otherwise, the price of the goods for the promotion will be overstated;
• high competition due to the prevalence of the program.

Outcome:

The program is easy to implement, but if the pricing is not thought through, the client will be scared off by inflated prices and 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 e-commerce, 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 a member of it. 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 earned on the card with every purchase. The accumulated points can be used to pay for purchases or exchange them for gifts.

Airline Virgin Atlantic Flying Club

Virgin Atlantic has expanded the usual system of accumulating miles for flights and introduced a system of statuses. When registering in the program, the participant becomes a member of the Red Club. The status gives 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 boarding.

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

Pros:

• flexible points accumulation system;
• accumulated points do not expire;
• motivation to shop in one place;
• additional discount for program participants;
• clear scoring system;

Minuses:

• complex and expensive implementation system;

Outcome:

The program will work in the field of reusable purchases and essential goods. Loyalty programs for airlines, hotels, and beauty salons have been built according to a multi-level incentive system.

5. Partnership of companies for exclusive offers

Where does it work: in large chains of grocery stores, communication 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 customer, and the buying process must be convenient. Such a loyalty program with several partners can be effective with a growing audience in a new company or with an expanding customer base. Interaction with customers and control over the quality of purchases is monitored 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. Points can be spent on a purchase or used as a discount.

The CRM system separates all participants by the nature of joining 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 become members of the club automatically.

When making purchases, the CRM system takes into account the following data:

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

A complete picture of the client's behavior helps to form the right offer for the client. 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 client purchased a laptop in an online store. When placing an order, the system will prompt you to immediately buy related products. For the purchase, the client will receive a smart card as a gift and 1000 bonuses for the card, which they can spend on their 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 client to make a larger purchase at a time in order to save on points in the future.

Pros:

• participation is free. There is no initial purchase required to enroll in the program;
• wide geography of the program. Partners work throughout Russia;
• smart co-branding. Program partners represent food, entertainment, medical and other service industries;
• multi-level reward 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 monitoring of the work of partners.

Outcome:

Such a loyalty program is attractive due to the huge number of partners involved in it. With a competent combination, the buyer will make more purchases, gaining related and sometimes unnecessary goods. With such a system, it is important to take into account the margin of the campaign, the price threshold and the recommendations of partners.

6. VIP Service Fee

Where does it work: in stores that justify the additional costs with high service; 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 factors that prevent you from 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 lies in the fact that for a fee, the client receives VIP service. Shopping is more enjoyable when the customer feels that they are being taken care of.

How it works?

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

Amazon VIP Service

For $99 per year, a customer can subscribe to Amazon Prime. A subscription provides the bonus of free 2-day shipping with no minimum purchase, access to premium products 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 customer pays and gets good service;
• a paid subscription motivates you 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 loyalty program with a paid subscription can work if the difference in benefits is tangible, useful, and relevant to the customer. Suitable for companies that build long-term relationships with customers based on repeat purchases. And also for B2B-enterprises that regularly supply products for business.

7. Non-profit loyalty program

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

The main task of the loyalty program is to form a pool of regular customers. If the companies are trusted, then the client will come again. Behind the trust there is not only the quality of the goods and its price. To form long-term relationships, you need to know your customer and share their 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 purchasing a product, the client learns more about the non-profit programs of the company. For example, the transfer of funds from a purchase to WWF or the ecological production of goods.

Lush Eco Campaign

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

pros:

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

Minuses:

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

Outcome:

A loyalty program can work if the values ​​are not far-fetched, and 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 to the client the production, the more confidence in the company.

8. Brand as a legislator of loyalty

Where does it work: from a reputable manufacturer.

The loyalty program is suitable for unique and quality products. The product may not be budget, not 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 provide discounts for its products even to the most devoted customers. Because they don't exist. The only exception is products for education.

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, mailing lists, advertising banners. Apple is nurturing a new 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.

MAC professional cosmetics

Another example of a brand that does without discounts and loyalty programs and is a market leader in its segment. The brand offers high quality cosmetics, sells only in branded boutiques and does not provide a franchise. The prices are high, as is the quality of the service. Only professional make-up artists work among the staff in the brand's boutiques. Consultants talk about the products and can apply makeup at the request of the client.

Without experience, they do not take a job at MAC. 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;
• no need to carry out additional promotions and discounts;
• The product on the market is unique, as it forms its own category.

Minuses:

• the program should be developed in detail at the time of 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 absence of discount programs will be compensated by the high quality of unique products and services. With such a program, the company has several generations of users. And this eliminates the need for advertising 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 littered with unnecessary information, then it can give a good result;

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

A promotion with a free product is suitable for retail stores: the client will buy more than necessary;

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

A non-commercial loyalty program is suitable for brands producing unique products. The client will pay more attention to the history of the company and its values ​​when choosing a product.

In order for the product itself to be desirable and necessary, you need to create a new category for it. Such a campaign will be long-term and permanent. Resources will be spent on maintaining the quality of products, and not on the formation of a new bonus program.

The dream of any entrepreneur is to increase the number of sales of goods or services offered to the consumer. In order to achieve a result, a businessman needs to answer two fundamental questions for himself: and how to win regular customers.

The answer to the first question is not as difficult as it seems. Usually, a business owner sets the goal of optimizing the business after opening his own business (sales outlet, salon, workshop, and so on). Therefore, we are only talking about the selection of goods within a deterministic assortment, which greatly simplifies the task.

A simple example can be given to support the thesis. Choosing to his taste, the entrepreneur decided to stop at the opening of a clothing and footwear store for children. It is quite logical that in this case, the basic assortment will include exactly items of clothing and a variety of shoes for children and teenagers, but not snowmobiles, winter tires or, for example, elite wine. A business owner can fill his outlet with goods of different brands and price categories, without going beyond the boundaries of a predetermined assortment - otherwise the store simply will not be able to satisfy the needs of the target audience, which means it will be unprofitable.

The second question has recently become more and more relevant; the reason for this is the extremely intensified competition and, in large cities, an excess of shopping centers and shops offering the client similar or identical goods on different terms. Of course, according to the theory of probability, customers will make purchases in each of the available stores, but the entrepreneur is not interested in the fundamental possibility of selling a product, but in a favorable distribution of the total number of sales.

This can be achieved in two ways:

• increase in the overall flow of customers;
• development of a base of regular (loyal) customers.

The achievement of the first goal is for the most part the implementation of large-scale advertising campaigns, covering the largest possible percentage of the target audience. Such actions will inevitably be costly: the business owner will have to pay for competent, placement of advertising materials in newspapers, on television, radio, on the Internet, and also, ideally, for the creation and promotion of relevant groups in social networks (SMM).

Oddly enough, you can cut costs by working on the second task in parallel. After all, a loyal client will most likely recommend the institution he likes to friends and acquaintances, acting as an advertising agent of his own free will and completely free of charge. So, by investing in loyalty programs for customers, the entrepreneur will achieve two goals at once. Nevertheless, one should not completely forget about traditional advertising campaigns: even a large number of regular customers does not guarantee a stable and constant increase in client flow.

Customer loyalty is...

There is no single definition of customer loyalty. Signs of loyalty include:

1. Willingness time after time to apply for a product or service to a chosen entrepreneur.
2. Higher frequency of purchases and/or referrals compared to the average customer.
3. The desire to use additional services and participate in promotions held by him (for example, to receive or purchase a loyalty card).
4. Increased resistance to offers from other entrepreneurs.
5. Willingness to make small sacrifices (wait for delivery, overpay a little) in order to receive a service or purchase goods from a favorite seller.
6. Emotional attachment to the institution / brand: the buyer recommends them to his friends and acquaintances, writes real reviews on social networks and websites, including leveling the negative reviews of dissatisfied or "custom" customers.

In the conditions of the modern market, it is important for an entrepreneur to understand that one passage and the formation of a primary attachment is not enough: the mood of even a loyal customer can change quite quickly due to many factors.

For example, a loyal customer will be willing to put up with a slight delay in the delivery of a product they like - approximately 25-30% of the expected time. If an item should be delivered within 14 days, a loyal customer will wait 18-20 days without much dissatisfaction. However, if the waiting period exceeds 1-2 months, and this happens on an ongoing basis, the regular customer will almost certainly be lost.

The same situation is with the cost of goods. A loyal buyer is ready, for the sake of special conditions offered by the seller, to overpay a certain amount (it is impossible to name the exact percentage in this case), but within reasonable limits. A product for 20,000 rubles, if its price in another store is 10,000 rubles, will not be purchased even by the most regular customer.

It is especially important to maintain the quality of products or services. A variety of loyalty programs are used to develop a base of regular customers.

The loyalty program is...

A loyalty program is a set of activities aimed at creating a stable emotional and behavioral attachment of a client to a brand/shop/establishment.

There are three main types of programs:

1. Bonus loyalty program. For each purchase, the client receives bonuses in the form of points, points, and so on, in order to exchange them for a real purchase or service in the future.
2. Discount program. A regular customer receives a document (usually a plastic discount card) giving the right to further purchase goods (any or from a limited list) at a discount.
3. Accumulative program. In contrast to the bonus, the client receives an additional product or service (for example, free shipping) when the total amount of his previous purchases reaches a certain mark.

Increasing customer loyalty can be achieved without the involvement of professional marketers: now you can find many examples of successful programs on the Internet and, applying them to a specific situation, achieve success.

This is especially true for small settlements with relatively low levels of competition (and sometimes even a complete lack of it). For example, when deciding, an entrepreneur should first of all pay attention to unoccupied or poorly occupied niches - in particular, computer technology. In the conditions of a small settlement, all the more remote from the regional center, such a store, with the likely absence of competition, will be in demand among young people and middle-aged people who do not want to spend time traveling to a big city.

The situation is more complicated in large cities, in which any new institution is doomed to compete with existing ones. In such a situation, simply copying a loyalty system that has worked for a third party for customers will not be enough, and it is best for an entrepreneur to resort to the services of a marketer, advertising manager and other specialists.

Stages of becoming a loyal customer

The buyer will not become loyal after the first purchase, not to mention a simple visit to the establishment. The formation of customer loyalty occurs in several stages:

1. First visit.
2. One-time purchase.
3. Repurchase.
4. Attachment to the store.
5. Loyalty.

Single visit

A variety of factors can encourage a potential buyer to visit:

• targeted advertising;
• recommendations of relatives or friends;
• simple curiosity.

Having visited the store and familiarized with the assortment, the visitor can come to one of three decisions:

• buy nothing;
• buy something, but later;
• buy the product you like right now.

In the latter case, it is already possible to start talking about the formation of loyalty, but no guarantees can be given. The buyer may not like the quality of the purchased product (or service) or service. In addition, the location (too far from home or in an inhospitable area), opening hours, or other factors may not be acceptable to him. In the end, a customer can be lured away by competitors - for example, by lower prices or attractive offers.

In other words, you can start fighting for customer loyalty from the first purchase, but you should not rely on it. Advertising brochures, online mailings, offers to participate in discount promotions for newcomers, and so on can serve as campaign materials.

Returning client

After a customer has purchased a product or service and was satisfied with the quality of the purchase and service, he will think about visiting the store again with a probability of about 25%. Having returned and made a purchase again, the buyer moves on to the third stage of loyalty formation.

Returning customer

Gradually, a person ceases to purchase relevant goods or services from competitors, giving preference to his favorite institution. Such a customer is called a returning customer and, as statistics show, makes purchases 45% more often than first-time visitors.

Loyal customer

This term refers to a buyer who is emotionally and behaviorally attached to a particular brand or store, ready to defend it, objecting to critics, and recommend it to relatives and friends. At this stage, the formation of loyalty can be considered complete, but there is still no need to relax: a gradual deterioration in the quality of goods and services or, for example, the emergence of competitors with a more attractive offer can lead to an outflow of not only one-time customers, but also regular customers.

Loyalty programs for customers - examples

For example, we can consider two loyalty programs - successful and unsuccessful:

• In the first case, an entrepreneur, when opening a new store, launches a wide advertising campaign to attract one-time customers. After the formation of a steady flow, he proceeds to weed out regular customers, offering visitors a bonus loyalty program that allows, upon accumulating a certain number of points, to receive one unit of a medium-priced product for free or for a small surcharge. The vast majority of clients will decide to participate in the program, but at the same time, a minority will purposefully accumulate points (in this case, it is impossible to name the exact percentage, it depends on many factors). Having accumulated them and received the promised goods, the client will not only receive moral satisfaction from the purchase and service, but will also want to participate in the promotion again, and therefore will make even more purchases. For buyers who have collected the required number of points more than twice, the entrepreneur provides an additional discount without reducing the number of accumulated points. In this way, he will finally endear himself to the consumer, and he will bring new potentially loyal customers.
• An unsuccessful option for a loyalty program is to conduct a bonus promotion, but with restrictions on the range of goods sold or offered as a bonus (for example, an entrepreneur will try to sell unclaimed or low-quality products). Unnecessary goods simply will not sell out; Moreover, customers will not want to exchange honestly earned points for it. Another unfortunate example is the bar raised too high: if, in order to receive the simplest bonus, a client needs to buy goods for several tens of thousands of rubles, he will most likely simply consider participation in such a promotion inappropriate.

How to develop your loyalty program for customers?

Independent development of a loyalty program includes several basic steps:

1. Demand study. Before forming an offer, the entrepreneur needs to find out exactly what the buyer wants from him. For example, if the store sells children's clothing, it would be logical to arrange seasonal discounts for summer clothes, swimwear and school uniforms.
2. Select the program format. The entrepreneur decides whether it will be a bonus program, the participant of which, having accumulated the required number of points, will be able to exchange them for goods from a pre-compiled list, a discount program, the participant of which will be able to receive a discount on the purchased products, or some other type.
3. Specification of conditions. The business owner determines which goods can be received under the promotion, the amount of points required to receive this or that thing, or the gradation of discounts depending on arbitrary factors (total amount of purchases, time spent with the client).
4. Delivering information to the target audience. For this purpose, advertising activities are carried out in the media and the Internet, banners are hung up, mailing lists are carried out in social networks and other actions are taken that correspond to the financial capabilities and needs of the entrepreneur.
5. Carrying out promotions and further retention of customers. It is important for an entrepreneur to fulfill all the promises given to him: to provide discounts, accrue bonuses and allow them to be realized. Otherwise, even the once positive brand reputation will be quickly lost, as will loyal customers. It is possible to restore the shaken situation in the future, but it will take a lot of time and require considerable financial investments.

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As you can see, the general principles of developing a loyalty program are quite simple and can be easily implemented by any business owner. All that is required of an entrepreneur is to correctly determine the direction of movement and conscientiously fulfill the obligations assumed. In this case (even with a relatively modest offer for a loyalty program), the flow of grateful customers will be ensured, and with it the long-awaited increase in sales.

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According to Irina Dovydenko, the profitability of a bonus card depends on the client's behavioral profile. Therefore, special nominations were calculated based on the structure of spending, which differs from the average, for example, in the direction of large expenses for travel or the purchase of clothes.

In particular, the most profitable card for travelers in the mass segment was the Visa Platinum "World of Travel" card of Zenit Bank. According to the representative of the bank's press service, the advantage of the card is a favorable rate for earning miles. For every 30 rubles spent on the World of Travel Visa Platinum card, one mile is credited, for every 57 rubles spent on the Iglobe website - up to 15 miles.

In the “Maximum Benefit for Shopaholics” nomination, the first place was taken by the MTS Money Deposit card (“Shopping” option). “MTS Money Deposit” is the “visiting card” of our bank,” says Eduard Issopov, Deputy Chairman of the Board, Head of the Retail Business of PJSC MTS-Bank. “For the “Shopping” option, it allows its owner to receive 3% of the funds spent back to the card.” According to him, MTS-Bank plans to update this card by adding new options.

The authors of the study recognized the “Visa Platinum Sverkarta +” card from Rosbank as the most profitable card with a cashback function. According to Mikhail Chamrov, Director of the Retail Products and Marketing Department at Rosbank, Supercard+ holders receive a 7% cashback when paying for goods and services in the first three calendar months, and then 7% for the entire period of using the card for purchases in the most popular categories. “The maximum amount of remuneration is 5 thousand rubles. per month,” says Chamrov. - To receive a reward, you must pay for purchases worth more than 20 thousand rubles with this card. per month".

In the nomination “Maximum Benefit for Motorists in the Mass Segment”, the first place went to RosEvroBank with the “Standard Class” service package. As Irina Dovydenko explained, small banks are often more active. “This bank offers 5% cashback in certain categories and plus 1% on all purchases,” says the expert. “That makes it a leader in the category of software for motorists.”

Frank Research Group analysts also calculated the maximum benefit for all spending categories that can be obtained in the mass segment. “We took the profile of an average client as a basis,” explains Irina Dovydenko. “This includes all cards – bonus, with cashback, etc.” In this nomination, Alfa-Bank's Perekrestok card is in first place. Ekaterina Konovalova, Director for Strategic Partners and Loyalty Program Development at Alfa-Bank, told RBC that the project was launched at the end of November and over 100,000 cards have already been sold in less than two months. “This product allows you to significantly save the family budget, accumulate bonuses from transactions and purchase products and goods at Perekrestok supermarkets with a discount of up to 7%,” says Konovalova.

How to choose a program

According to Olga Belenkaya, head of the financial research and economic analysis department at Alba Alliance Bank, banks benefit directly from the increased number of bonus card transactions. In addition, it helps them build a customer profile based on consumption patterns and use it to optimize their future operations.

Natalya Smirnova, General Director of the Personal Advisor company, advises making simple calculations before choosing a bank loyalty program. Usually, servicing a card with a special program costs more than a regular one. Therefore, it is necessary to calculate the possible benefit from its use. “If it’s a cashback card, it’s worth calculating what the return will be for those categories where the client really spends a lot, and see if this more expensive card pays off,” the expert says. If the bonuses are not obvious, then using such a card is useless.

According to Smirnova, it is worth choosing the most universal cards, which would provide for bonuses, cashback, and interest on the balance. However, as a rule, such cards are offered by banks not from the top ten, she concludes.

Loyalty programs today exist everywhere, in any branch of each market. Retailers and service providers are trying hard to keep their customers, and there is a perfectly reasonable explanation for this. The fact is that attracting new customers costs any company, on average, five to ten times more than retaining an existing customer. Accordingly, in order to reduce costs, companies launch various loyalty programs, which will be discussed in this article. Moreover, statistics show that regular customers spend in most cases more than fifty percent more money in stores than new ones. Accordingly, it makes sense to invest in retaining the existing customer base. And this is done just at the expense of loyalty programs.

What it is?

Loyalty programs are common today's tools by which companies attract customers, and most importantly, keep them. The loyalty program is a certain set of conditions under which the client receives certain bonuses, discounts, and so on. Most often, loyalty programs are accompanied by the issuance of a branded card, which allows you to either accumulate points, which can then be exchanged for something profitable, or receive discounts that are not available to regular customers. In fact, there are a large number of such programs, and in this article you will learn what types of them exist, as well as get acquainted with the most striking examples of each of the types.

But more about that later - now you need to spend some more time studying the theory. Before you learn all about the types and practical application of loyalty programs, you need to learn about the main goals that such programs pursue, as well as the tasks that are set for them.

Goals of loyalty programs

Whether a loyalty bonus program or any other is being considered, it should always have clearly defined goals. The first and main goal of any company using such a program is to achieve a specific sales volume by increasing the number of customers. However, this is a short-term goal, most often it is used for seasonal promotions as part of a loyalty program. The long-term goal of such programs is to create a wider customer base. This is exactly why such a tool was invented - with its help, a company can ensure the creation of a group of customers who will constantly visit a store, bank, restaurant or any other institution in the future. A customer loyalty program, however, has a few more possible goals that need to be distinguished from much larger goals. It is about the tasks now and will be discussed.

Objectives of loyalty programs

Tasks are a kind of subsections of goals that allow them to be achieved. If we are talking about the goal of increasing the total volume of sales, then the tasks for the program should be appropriate. First of all, the task is to calculate the capacity of the market in which the company operates. Secondly, it is an increase in the average volume of an order placed by a client. And of course, this is an increase in the efficiency of the work of the staff, which is displayed in the percentage of visitors who have become buyers or customers.

If we are talking about creating a customer base, then the first task will again be to calculate the market capacity, followed by consumer segmentation by sector, determining the target audience in different sectors and describing the needs of potential customers. After that, it is necessary to determine all possible conditions and features of the program, ways and means by which the visitor will be influenced in order to turn him into a buyer. Such tasks are set when developing a loyalty program. Well, now it's time to look at individual examples - each company can look for its own approach to loyalty programs, but there are seven main types, which will be discussed below.

Savings program

The first bonus loyalty program, which will be discussed, is cumulative. It is one of the most common and at the same time one of the simplest and most unpretentious. Its essence lies in the fact that the client makes purchases for which he receives bonus points accumulated on his client card. When accumulating the required number of points, he can exchange them for some material object or an impressive discount.

There are a huge number of examples of such a loyalty program - almost every supermarket has such a card, various cafes also offer a cumulative system: for example, you buy ten burgers and get the eleventh one for free. Such a loyalty program for customers is extremely simple and therefore very effective. People do not need to puzzle over the rules, absolutely nothing is required of them - only to spend money and receive bonus points. But this is not the only option on the market today.

Tiered program

How else can a loyalty program work? Bonuses, for example, may not be single-tiered, but multi-tiered. What does it mean? This means that you purchase goods or services from one company and accumulate your bonus points. The difference from the previous model is that when you accumulated a certain number of points in the previous model, you spent them and started again. In this case, you simply move to a new level, which gives you greater advantages than the previous one.

Often this approach is used by airlines. For example, the well-known airline Virgin divides its regular passengers into several clubs, where the first is red and the last is gold. If you have collected the required number of points to get into the red club, then you will receive privileges such as a discount on car rental or real estate at your destination. However, you can not stop there, but grow further, as in the golden club you will find twice the number of miles accumulated on flights to be further exchanged for a free flight, as well as access to the VIP areas of airports around the world.

Paid program

Loyalty programs of banks and other major establishments and global brands are often also paid. It would seem that it sounds rather absurd: the company wants to keep the client, but at the same time makes him pay. Who will agree to this? But in fact, it all depends on the target audience, as well as what the company is ready to offer in return. It often happens that it is much more pleasant to receive impressive bonuses in return for a small fee than constant free small bonuses, which, in fact, no one really needs.

The clearest example of such a program is AmazonPrime. You pay $100 for an annual subscription, but you get free express shipping on any product, as well as access to bonus resources that other users charge for. This model is extremely reliable, as the user will definitely make purchases in large quantities so as not to waste their annual fee. Amazon's loyalty program is just one of many examples of a paid model, in fact, there are a huge number of them.

Non-material reward

Sometimes it is necessary to include a creative approach in order to attract buyers. This applies to this model, in which there is no specific material reward for accumulating the required amount of points. But how does it work in this case? The company can offer various kinds of thematic services to its regular customers.

The easiest way to explain this is with a specific example of Patagonia, a well-known sportswear brand. For some time, this company's loyalty program has been pretty standard - accumulating points and redeeming them for some little things or discounts on more serious goods. However, statistics have shown that few people are generally interested in such proposals in this market segment. Then the company made a rather creative decision - it changed the loyalty program, offering people free repair of sportswear and equipment with the accumulation of the required number of bonus points. Considering the fact that sports equipment is different from standard clothing, this approach has been incredibly successful, and the impact of this step has been very high. A loyalty program whose bonuses are not specific and tangible can also function very well.

affiliate program

You can also often hear about affiliate loyalty programs. Examples of this kind are quite common. Their essence lies in the fact that not one company participates in one loyalty program, but several at once. When you make a purchase or purchase a service from one company from the network of partners, you get bonus points on your card, which you can then use in the store of another company. This allows you to greatly increase your client base, and also provides a huge scale for your program.

An example is the Plenti loyalty program, which brings together about ten large American companies of a wide variety of profiles: there is American Express, and the mobile communications company AT&T, and even Internet television Hulu. You can use the services of one of these companies, but benefit from a completely different one. The essence of a loyalty program of such a plan is not only to attract your own customers, but also to develop a full-fledged network that would help increase the efficiency of all its participants at once.

Elements of gamification

Loyalty program development is hard work, which must involve creative people. Now almost every company has such programs, so if you slide into banality, then you are unlikely to get the result you would like. Naturally, if we are talking about a large network or a big brand, then here you can simply offer a basic loyalty program, and people will still make purchases from you. But if you want to work for a client and act in a non-standard way, then there is a variant of a loyalty program with gamification elements for you. The bottom line is to hold a variety of contests and sweepstakes, adding an element of excitement. No one gets anything just like that in such a loyalty program, but if you are lucky, you can get a very nice prize. This approach appeals to the hidden instincts of man. It is because of them that people go to the casino, but only here the difference is that you do not have to waste money - you cannot lose. You simply purchase the product you need, and along with it comes a chance to win something extra.

An interesting example is GrubHub's food delivery network. You place an order and at the same time get the opportunity to play a game in which the chance of success is 25 percent. That is, you do not need to spend extra money or your time. You just try and win in one of four cases, getting a free dessert or drink to accompany the dish you ordered.

natural program

A store loyalty program is something that already sounds pretty trite. As mentioned above, almost every store, every restaurant, every beauty salon and every bank has its own loyalty program. Therefore, the introduction of a banal version may affect your profit negatively, not positively. And here the natural loyalty program comes into play, in other words, its complete absence. Naturally, not everyone can afford such an approach in the modern world. Most often, such a step is taken by those brands that already have an impressive customer base. It is important that this company produces a product or provides a service of a kind that would define an entire market segment. Simply put, it should be a unique offering that is enough on its own to attract buyers.

The simplest example is Apple, which produces unique smartphones, tablets and computers. Even the most loyal customers, who have all kinds of equipment of each generation, receive absolutely no bonuses. Promotions, loyalty programs, discounts and so on - all this is absolutely not necessary for this company, because its brand is so famous that people will continue to buy these products in any conditions. What they, in fact, are doing - Apple has not offered its customers a single discount in the history of its existence, but nevertheless, sales continue to grow every year.

However, as mentioned above, not every company can afford this, and where Apple can safely dismiss any marketing ideas, a lesser-known technology manufacturer will lose a huge number of customers in the absence of a loyalty program. So loyalty programs are a very important tool in today's business, and you should definitely use it if you want to attract more customers.