{"id":2879,"date":"2021-09-13T05:54:26","date_gmt":"2021-09-13T03:54:26","guid":{"rendered":"http:\/\/i360.trejka05.pl\/?p=2879"},"modified":"2021-09-24T11:55:11","modified_gmt":"2021-09-24T09:55:11","slug":"loyalty-programme-how-to-increase-member-engagement","status":"publish","type":"post","link":"https:\/\/i360.com.pl\/en\/program-lojalnosciowy-jak-zwiekszyc-aktywnosc-uczestnikow\/","title":{"rendered":"Loyalty scheme \u2013 how can we boost participants\u2019 engagement?"},"content":{"rendered":"

Loyalty scheme \u2013 how can we boost participants\u2019 engagement?<\/span><\/h2>\n

It has been over a dozen months since the decision to launch the loyalty programme. Hundreds of hours were spent on strategy, research and lengthy workshops, during which half the organisation was involved in drawing up the programme\u2019s rules. The creative concept was fine-tuned. After its launch (or relaunch, or from the moment you took over responsibility for it), the programme seemed to be performing as expected. However, over time, you notice that participants\u2019 activity is declining, eventually levelling off at a point where you define an \u2018active participant\u2019 as someone who has made at least one loyalty transaction per month. Sound familiar? It certainly does to me, as I\u2019ve been asked to help with this kind of situation on more than one occasion. What is the root of the problem? Let\u2019s take a closer look at the situation.<\/p>\n

Loyalty scheme \u2013 what\u2019s it all about?<\/span><\/h3>\n

It is widely recognised that consumers are the driving force behind the success of any business. End consumers, to be more precise. Introduction loyalty scheme<\/a> can bring a company many benefits. These include, amongst other things, strengthening the bond between the brand and the customer, expanding the customer base, and increasing both the frequency of purchases and the average basket value. Research findings show that nearly 50% of loyalty scheme participants buy more products if they are members of a particular loyalty scheme. However, there is also another side to the coin. Around 45% of Poles surveyed state that they are prepared to switch to a loyalty programme run by a competing brand or retail chain if it offers them more favourable terms. So let\u2019s consider why anyone in your organisation might need a loyalty programme. I don\u2019t know, because it\u2019s not my organisation. In all the organisations where I work with i360 clients on loyalty programmes, the KPIs are set to measure the extent to which the key objectives set for the loyalty programme are being met. There are usually dozens of these, but taken together, they are all intended to increase volume by boosting the frequency of purchases and the value of the shopping basket generated by a loyalty programme participant, compared with the averages for each retail outlet. Awareness of these objectives \u2013 and, equally importantly, a shared understanding of them across all departments and at all levels of management \u2013 is the key to success.<\/p>\n

Program lojalno\u015bciowy – jak zdoby\u0107 lojalno\u015b\u0107 nabywc\u00f3w?<\/span><\/h3>\n

Are we able, in this day and age, to capture consumers\u2019 interest to such an extent that they remain loyal to a brand? Of course we are, provided we take into account a few key factors that will ensure customers remain genuinely loyal in the long term.<\/p>\n

According to the latest statistics, the most important factor influencing customer satisfaction is the product (or service). If it is not of the highest quality (within its price range, of course), so that the buyer is confident they have made the right choice, I would not start by organising a loyalty scheme, but by improving the product range. On more than one occasion at i360, we have declined to take part in work on setting up a loyalty programme if we were not certain that the offering to be covered by the programme was up to standard. After more than 20 years of loyalty programmes operating in Poland, consumers are wary of the proverbial \u2018smoke and mirrors\u2019 tactic of using loyalty schemes to mask poor-quality products or services.<\/p>\n

Program lojalno\u015bciowy – aktywno\u015b\u0107 uczestnik\u00f3w<\/span><\/h3>\n

User engagement within a loyalty programme is crucial. Its ultimate success depends on it. The frequency of visits to the loyalty programme\u2019s website, use of the app and redemption of discount vouchers is the primary driver of increased transaction frequency. However, I cannot help but feel that, amongst the more than 120 programmes operating in Poland, only a handful of those managing them have understood what customer engagement really entails. Above all, the best programme managers understand that they must ensure the customer has a positive experience with the brand. This is vital to ensure the customer remains loyal and does not switch \u201epermanently\u201d to the competition. The organiser of a loyalty programme must be credible in the eyes of its customers. Participants should feel that they are valued by the organiser, and that the benefits offered to them are of the highest quality. A dry message such as \u201ecollect points\u201d is not enough to run an effective loyalty programme in the long term. It is essential to use gamification techniques, organise lotteries and competitions, offer e-scratch cards via a mobile app, collaborate with influencers, maintain a frequent and engaging communication strategy, and manage social media and a YouTube channel \u2013 not to mention. In short, maintaining an active dialogue with loyalty programme participants.<\/p>\n

Program lojalno\u015bciowy – nagrody<\/span><\/h3>\n

The organiser of a loyalty scheme should, through appropriate measures, encourage participants to take an active part in the scheme. The easiest way to do this is to ensure that consumers derive benefits from being members of the loyalty scheme in question. Attractive rewards and a positive experience are powerful motivators for users, which leads to increased activity and more frequent transactions. The selection of benefits in a loyalty programme should be carefully considered and based on the target group\u2019s preferences \u2013 their needs and expectations. Inappropriately selected rewards will not motivate active participation.<\/p>\n

What should we offer rewards for? For joining (how many times have I explained in presentations why it\u2019s worth it?), for an anniversary of membership, for length of service, for points earned or other forms of recognition, on birthdays, and as a form of compensation for mistakes such as delayed deliveries. What rewards work best? There is no single answer to this question, as it all depends on the target group \u2013 its demographics, income level, expectations and previous experiences. As a general rule, apart from physical rewards (which are now in a significant minority), discounts and reductions are offered, along with the option to pay for current transactions using points, cashback, invitations to special events and a whole range of experiential rewards.<\/p>\n

Combining the above elements skilfully will lead to increased participant engagement and, consequently, to the success of the entire loyalty scheme. That is what I wish for you.<\/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":"

Min\u0119\u0142o kilkana\u015bcie miesi\u0119cy od decyzji o uruchomieniu programu lojalno\u015bciowego. Setki godzin zosta\u0142y sp\u0119dzone nad strategi\u0105, badaniami oraz na wielogodzinnych warsztatach, podczas kt\u00f3rych po\u0142owa organizacji zaanga\u017cowana by\u0142a w uk\u0142adanie zasad programu.<\/p>","protected":false},"author":2,"featured_media":2880,"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-2879","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-5679955-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\/2879","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=2879"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/2879\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/2880"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=2879"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=2879"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=2879"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}