The modern loyalty programme market continues to surprise us. Organisers have an ever-increasing number of tools at their disposal to improve their programmes. Despite the many new possibilities, we still see typical, repetitive patterns on the market – the so-called „earn points – claim rewards” model. 

Well-designed loyalty programmes are extremely sophisticated systems that make use of innovative solutions such as quizzes, surveys and, above all, gamification models. Technological developments make it considerably easier for organisers to incorporate the aforementioned innovations into their programmes. However, current observations of the industry show that many companies are still light years behind when it comes to modern solutions. 

Offer them benefits, and you’ll win their loyalty!

Before loyalty schemes had come to dominate the market; it was futile to look for solutions that were strictly linked to loyalty in the broadest sense. Companies based their strategies mainly on offering consumers short-term benefits. Typically, such marketing activities yielded the expected results only in the short term. In the long term, they did not really lead to anything. Marketers eventually realised that they needed to find new ways to win consumer loyalty. Consequently, new solutions – such as surveys, games and quizzes – began to be gradually introduced into the range of activities carried out as part of loyalty programmes, with the aim of helping companies expand their existing customer base and secure their loyalty. 

A questionnaire – an unassuming research tool that enables us to understand buyers’ preferences

More and more companies are deciding to introduce surveys into their loyalty schemes. But why, exactly? Is there any point to it at all? 

Not everyone realises just how powerful surveys can be. They enable brands to gather vital information from consumers about how the programme itself works, the payment process and the redemption of rewards. Regular analysis of the data collected enables ongoing adjustments to be made to the loyalty programme, which helps to improve the quality of the programme and participants„ satisfaction with their involvement. The information gathered is also used to produce analyses that help answer the key question: ”Does the loyalty programme meet customers’ expectations?’. 

Of course, the content of the surveys you create can be anything you like; the only limit is the creator’s imagination. Some people choose to create what are known as ‘themed surveys’, which focus on a single, specific topic, for example:

• a consumer’s opinion of the programme itself,
• expectations regarding the scheme and the benefits on offer,
• the quality of the service provided by the programme itself, e.g. the delivery of prizes.

Implementing such a simple solution (such as surveys) enables truly significant changes to be made to the programme, which have a tangible impact on user satisfaction. Furthermore, implementing the changes suggested by consumers helps to strengthen their bond with the brand. They feel valued because they have a real influence on the organiser’s operations.

However, there will always be a group of participants who are reluctant to complete any sort of survey or form. In such cases, it is worth offering them extra points, rewards or even discounts. This way, both sides benefit – the consumer receives a tangible benefit for providing information, whilst the brand gains valuable data that will help it improve its loyalty programme.  

Gamification elements in the programme – that is, the use of games and quizzes to increase consumer engagement

The use of gamification elements in loyalty programmes is hardly surprising to anyone anymore. The trend towards gamification has become extremely popular, whilst also finding applications beyond the loyalty marketing sector. 

The quiz can serve as the main tool for ongoing communication with the user, which (as we know) is crucial to the effective running of a programme. Regular contact makes the consumer realise that they are important to the brand, rather than just another number in the customer database. The use of techniques drawn from computer games significantly boosts user engagement and activity within the loyalty programme. Regular interaction between the brand and the customer is now highly desirable, as it fosters brand attachment, creates a unique bond with the brand, builds loyalty and encourages repeat purchases.