Loyalty schemes are long-term initiatives that can bring enormous benefits to both the business and the consumer. The former gains a regular, loyal customer who generates consistent profits. The latter, on the other hand, can enjoy certain attractive benefits, received, for example, in return for regular purchases. However, in order to loyalty schemes For them to function properly and deliver results, it is essential that they are prepared correctly and thoughtfully. Drafting them in a hurry, without consulting experienced industry experts, can lead to numerous errors and shortcomings.
The 7 most common mistakes made by loyalty scheme organisers
Depending on the sector, company or strategy, the mistakes made in loyalty schemes run in Poland can vary considerably. However, according to industry experts, the most common mistakes are considered to be:
- Failure to differentiate one’s own market offering
- A lack of understanding of the concept of loyalty and the absence of clearly defined programme objectives
- Failure to make use of new media and innovative communication tools
- A reluctance to form coalitions and multi-party alliances
- Lifetime membership and the option to join multiple times
- Failure to analyse and draw conclusions
- Usability – but for whom?
