Loyalty schemes are long-term initiatives that allow customers to receive rewards and special offers for making purchases. Both the value and frequency of these purchases can be taken into account. Loyalty schemes We can divide them into two types:
- B2C (Business to Consumer) – programmes aimed at consumers (end customers).
- B2B (Business to Business) – programmes aimed at commercial intermediaries (distributors, business owners, decision-makers, sales staff, sales representatives, etc.). This category is also referred to as incentive programmes.
How do you set up a loyalty scheme?
Implementing a loyalty scheme is a time-consuming and highly complex process, which is quite complicated. As part of this process, it is necessary, amongst other things, to:
- Defining a precise objective;
- Carrying out a detailed analysis of competitors’ activities;
- To find out the preferences of future programme participants;
- Calculation of the incentive coefficient;
- Definition of the legal and tax framework;
- Preparation of advertising materials;
- Development of an IT system;
- Signing contracts with prize suppliers;
- Organisation of the distribution of prizes.
All the stages listed above must, of course, also be funded, and it is then essential to measure the effectiveness and efficiency of the entire initiative. It is also recommended that a risk management plan be drawn up and that active communication be maintained with the participants.
