{"id":2854,"date":"2021-09-06T08:24:32","date_gmt":"2021-09-06T06:24:32","guid":{"rendered":"http:\/\/i360.trejka05.pl\/?p=2854"},"modified":"2021-09-06T08:51:07","modified_gmt":"2021-09-06T06:51:07","slug":"loyalty-scheme-brand-awareness","status":"publish","type":"post","link":"https:\/\/i360.com.pl\/en\/program-lojalnosciowy-swiadomosc-marki\/","title":{"rendered":"Loyalty scheme \u2013 brand awareness"},"content":{"rendered":"

Loyalty scheme \u2013 brand awareness<\/span><\/h2>\n

Several factors contribute to the success of a loyalty programme. The number of participants, their activity as measured by the frequency of their purchases, and the value of the shopping basket they generate are just some of them. However, we must not overlook one of the key criteria: brand awareness of the loyalty programme. It is this awareness that plays a major role in making a given loyalty programme popular and recognisable, and consequently, in attracting an ever-increasing number of participants.
\n\u201eToo much of a good thing is bad for you\u201d \u2013 this saying fits today\u2019s topic perfectly. Experienced marketers are well aware that promoting a loyalty programme\u2019s brand must not bombard potential customers from every possible angle. The frequency, reach and content of loyalty programme advertising should be carefully balanced and well thought out, so as not to overwhelm the audience.<\/p>\n

Loyalty schemes and brand awareness \u2013 an inseparable pair<\/span><\/h3>\n

Every business owner wants their company to be recognisable in the market. Appropriate marketing activities, including the creation of a loyalty scheme, can help ensure that the brand becomes widely known amongst customers. Some people believe that a good loyalty scheme will speak for itself.
\nSo, is it worth ensuring that our scheme is visible? Of course it is! First and foremost, however, we need to ensure that the loyalty scheme offers attractive terms. We set out the arguments in support of the above points below.<\/p>\n

Loyalty scheme \u2013 brand awareness<\/span><\/h3>\n

The first argument may seem very obvious: if a customer is unaware that a loyalty scheme exists, they cannot join it. These days, consumers like to have everything handed to them on a plate. If a potential customer does not know that a particular retail chain has a loyalty scheme, they simply won\u2019t take part in it. That is why it is impossible to pay for petrol or groceries without being asked, \u201eAre you collecting points in our loyalty scheme?\u201d. It is therefore important to ensure the right content, as well as the reach and frequency with which potential and existing customers are exposed to the advertising. This ensures that potential customers are aware of the very existence of the loyalty programme and how it works. However, it is important not to overwhelm the audience. The content and frequency of the adverts are crucial here. Why? Because too many adverts will effectively discourage the consumer from taking part.<\/p>\n

Loyalty scheme \u2013 communication<\/span><\/h3>\n

Wysoki wsp\u00f3\u0142czynnik \u015bwiadomo\u015bci programu lojalno\u015bciowego (czyli potocznie m\u00f3wi\u0105c: widoczno\u015b\u0107 programu lojaln\u015bciiowego – to pierwszy klucz do sukcesu. Warto zadba\u0107 tak\u017ce o atrakcyjno\u015b\u0107 jego zasad. Poza tym, i\u017c powinny one by\u0107 zgodne z oczekiwaniami uczestnik\u00f3w i rynkowymi trendami, spos\u00f3b ich prezentacji na stronie internetowej oraz w aplikacji programu lojalno\u015bciowego musi by\u0107 przejrzysty. Odbiorca powinien bez problemu znale\u017a\u0107 wszystkie niezb\u0119dne informacje dotycz\u0105ce programu lojalno\u015bciowego. Wa\u017cna jest tak\u017ce warstwa graficzna strony internetowej: z jednej strony nowoczesna i atrakcyjna, z drugiej za\u015b nieprzyt\u0142aczaj\u0105ca.
\nThe issues described above may seem trivial, but it is important to bear them in mind. When a potential member visits our loyalty programme\u2019s website, they want to familiarise themselves with the terms and conditions straight away. And they will usually spend just a few seconds deciding whether to join. If they have to search too long and laboriously for the information they\u2019re looking for, they\u2019ll be put off joining the loyalty programme. That\u2019s why a highly user-friendly and responsive website is absolutely essential.<\/p>\n

Loyalty scheme \u2013 member-get-member<\/span><\/h3>\n

We can also build brand awareness for a loyalty programme through\u2026 its users! Introducing benefits for consumers who recommend it to their friends will enable us to easily attract new customers. For many organisers of loyalty programmes, the approach described above may seem unnecessary. This is a mistake! Recommendations from people we trust and are close to us are more likely to encourage others to join a loyalty programme.
\nAnother important issue is the registration process itself. The longer and more tedious the process of joining a loyalty scheme is, the less likely consumers are to participate actively. It is therefore worth ensuring that the process is quick and easy to complete. Many organisers fail to take this into account, which leads to the loss of potential customers.<\/p>\n

Loyalty scheme \u2013 attractive terms and conditions<\/span><\/h3>\n

Jasne regu\u0142y i atrakcyjne nagrody, to kolejne kryteria, kt\u00f3re nale\u017cy uwzgl\u0119dni\u0107 w programie lojalno\u015bciowym. Konsument przed przyst\u0105pieniem do programu lojalno\u015bciowego chce dok\u0142adnie pozna\u0107, jakie s\u0105 jego g\u0142\u00f3wne zasady. Je\u017celi b\u0119d\u0105 zbyt skomplikowane i niezrozumia\u0142e – odstrasz\u0105 potencjalnego uczestnika. Warto wi\u0119c zadba\u0107 o to, aby regulaminy i podsumowanie zasad by\u0142y napisane w prosty i \u0142atwy do zrozumienia spos\u00f3b, tak aby odbiorca nie mia\u0142 problemu z ich interpretacj\u0105. Jak wynagradza\u0107 uczestnik\u00f3w program\u00f3w lojalno\u015bciowych? Sposob\u00f3w by doceni\u0107 najwierniejszych klient\u00f3w jest du\u017co. Tylko jak to zrobi\u0107 by wyr\u00f3\u017cni\u0107 si\u0119 na tle konkurencji? Trzeba pami\u0119ta\u0107 o tym, aby traktowa\u0107 ka\u017cdego klienta programu lojalno\u015bciowego indywidualnie.<\/p>\n

Loyalty scheme \u2013 rewards to encourage active participation<\/span><\/h3>\n

It goes without saying that the main reason people join a loyalty scheme is the rewards. The organiser should ensure that the rules for awarding them are described in a way that is easy for the user to understand. As well as being attractive, the rewards should also be accessible. The incentive rates should remain at an attractive level. Naturally, these will depend on the profit margins on sales of products covered by the loyalty programme. It is therefore understandable to everyone that the incentive rates for a petrol station\u2019s loyalty programme will be lower than those for a chain of perfume shops. Quite simply, the profit margin generated from fuel sales is lower than that from the sale of luxury cosmetics. However, offering incentive rates below 1% \u2013 that is, where for every 100 z\u0142 spent, a member receives a benefit worth less than 1 z\u0142 \u2013 is doomed to failure from the outset. So how can the quality of the rewards offered in a loyalty programme be improved? What criteria should be considered when selecting them? The key to success lies in monitoring and analysing their appeal to participants. Nowadays, this process has become significantly more important. At the same time, it has become even simpler thanks to the rapid development of technology and the introduction of modern software, such as Google Analytics. By analysing which rewards are most frequently viewed by participants, the path a participant takes on the loyalty programme\u2019s website, how much time they spend there, and where they come from, we will gain insights which, when combined with data on the rewards actually ordered, provide a solid basis for the process of selecting and pricing rewards. At the same time, this knowledge will enable us to maintain appropriately higher stock levels of popular rewards to ensure their availability, as well as reduce the number of points required to obtain those rewards that are less popular with customers, or simply remove them from the catalogue.<\/p>\n

How to prevent abuse in loyalty schemes<\/a>, Management of promotional lotteries<\/a>, \u201ePremium\u201d loyalty schemes and paid membership<\/a>, Methods of paying out cash prizes<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Na sukces programu lojalno\u015bciowego sk\u0142ada si\u0119 kilka czynnik\u00f3w. Liczba uczestnik\u00f3w, ich aktywno\u015b\u0107 mierzona cz\u0119stotliwo\u015bci\u0105 zakup\u00f3w oraz warto\u015b\u0107 koszyka zakupowego, jak\u0105 generuj\u0105 \u2013 to tylko niekt\u00f3re z nich.<\/p>","protected":false},"author":2,"featured_media":2855,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-2854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktualnosci"],"taxonomy_info":{"category":[{"value":18,"label":"Aktualno\u015bci"}]},"featured_image_src_large":["https:\/\/i360.com.pl\/wp-content\/uploads\/2021\/09\/depositphotos-76606251-s-2019.jpg",1000,667,false],"author_info":{"display_name":"Tomasz Makaruk","author_link":"https:\/\/i360.com.pl\/en\/author\/autor\/"},"comment_info":0,"category_info":[{"term_id":18,"name":"Aktualno\u015bci","slug":"aktualnosci","term_group":0,"term_taxonomy_id":18,"taxonomy":"category","description":"","parent":0,"count":44,"filter":"raw","term_order":"0","cat_ID":18,"category_count":44,"category_description":"","cat_name":"Aktualno\u015bci","category_nicename":"aktualnosci","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/2854","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/comments?post=2854"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/2854\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/2855"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=2854"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=2854"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=2854"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}