3 Success Factors in Customer Loyalty Marketing

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When we talk about customer loyalty marketing, the first thing that comes to mind for many people is the famous loyalty programs. Simplicity, creativity and perceived value of rewards: customer loyalty marketing doesn't work without these three elements.

Key takeaways from this article:
One of the main customer loyalty marketing strategies is the points accumulation program.
To create a points accumulation program, you need to be simple, creative and offer relevant prizes. In addition, it needs to be direct and objective to increase engagement.
To create a program, it is necessary to define how the customer accumulates points, the validity of the points, how the redemption will be made and the rewards catalog, in addition to providing complete information and offering value to the customer .
Some tips for strategies to use in loyalty marketing are: choosing different names for the campaign, thinking about different prizes, having the support of social networks or intelligent chatbots and naming the “currency” used to accumulate points.
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One of the most widely used customer loyalty and relationship programs is airline miles and credit card points. According to a certain number of points or miles accumulated, you can purchase an airline ticket or other prizes, depending on the case.

In fact, although relationship marketing and customer loyalty are extremely closely linked subjects, there are different types of customer loyalty .

Or rather: points accumulation programs are just one type of customer loyalty system. Many other marketing strategies to build customer loyalty should be sought by those who want to build relationships with the public.

Continue reading and understand the main actions used to retain consumers and make them loyal to the brand!

How to build customer loyalty with marketing?
One of the main ways to build customer loyalty with marketing is to create loyalty programs that accumulate points .

To help you better understand how customer loyalty works, we have put together a series of tips that we will present below.

Read carefully and check which measures are best suited to improve loyalty marketing in your company.

To learn more details about everything that can be done when it comes to relationship marketing and customer loyalty, you can read this post on our blog: Customer loyalty is cool: customers always with you! . It has excellent tips on how to build customer loyalty with relationship marketing.

Customer Loyalty Marketing: How to Create Loyalty Programs?
Take note of three very important words when thinking about customer loyalty, marketing and points accumulation programs:

simplicity;
relevant awards;
creativity.
In fact, if you are an entrepreneur or hold a leadership position, one of the tasks that will take up a good deal of your time is managing your sales force. That is why we recommend that you read our e-book: Guide to Efficient Sales Team Management . It contains excellent leadership tips.

What kind of program to create?
This is where the word simplicity comes into play!

Programs that are truly based on relationship marketing and loyalty cannot be complicated and full of rules that no one understands. This could even cause legal problems!

A points accumulation program for customer loyalty that requires multiple registrations, asks for too much information and requires real mental gymnastics to understand how, when and what to earn will not be of much use to your company.

Here too, less is more: be simple, objective and direct . Only then will you achieve high engagement in your customer loyalty program.

So, follow this basic outline we’ve developed to help you.

Step by step guide to creating a customer loyalty program with points accumulation
Define how the customer accumulates points
Points are usually accumulated when you purchase an item from the company. So, define a simple rule, like this:

X reais in purchases are worth Y points;
or with each purchase (regardless of the price) the person accumulates X points.
Don't invent anything beyond that, because it will only make the mechanics complex and difficult to understand.

Determine the validity of points
Some companies set a deadline after which points expire. This is not mandatory, but it avoids creating an unpayable liability throughout the life of your program.

This could end up becoming a problem for your relationship marketing and customer loyalty strategy over the years.

Therefore, establish a clear rule of when points expire and participants will lose the right turkey mobile phone numbers database to claim their prizes and benefits.

Choose how points will be redeemed
It is essential that it is very clear to participants how the points redemption mechanism works during the loyalty promotion.

And there is only one efficient way to do this: using information technology through a website.

Therefore, it is necessary to invest in technology and security. Therefore, do not think that this type of customer loyalty based on accumulating points is something cheap. Remember that you will be responsible for any information that your customers leave there.

It is necessary to create a page with good usability. That is, it is easy to navigate and contains, in addition to the complete and detailed rules of the program, the catalog with the awards.

Any mechanism for exchanging points for prizes must be created taking into account the delivery time and logistics required to get everything to the customers' hands. These costs must also be taken into account.

Furthermore, participants must be able to access their points balances to be encouraged to purchase more goods and thus achieve the necessary points to exchange for the prizes of their choice.

Create an awards catalog
There is no point in knowing the points balance if participants do not have an online catalog to search for the prizes they want.

It should be simple, easy to use, and have search engines and other features that help participants find what they are looking for.

There are several ways to do this. Either by using your own system or by outsourcing the service to companies that specialize in this type of loyalty program. The important thing is that it is easy for the customer to choose what they want most and feel honestly rewarded.

A very successful customer loyalty campaign in Brazil was the Pão de Açúcar stamp campaign.

Watch this video that was part of the company's marketing efforts to publicize the promotion:


Give complete information
Another important point to highlight: the biggest gain for your company when using this type of tool in your marketing strategy to build customer loyalty is information.

Therefore, your website must be very well built. In addition, it must be integrated with a CRM system that collects and integrates all data reliably and securely.

Therefore, based on this information, it is possible to plan your advertising and sales actions much better. And this is one of the main objectives of customer loyalty for marketing: obtaining reliable information about the public!

See also: CRM for customer loyalty: a guaranteed strategy

Offer value to the customer
Not all loyalty programs that we see around use all this technology. The famous little card with stamps that restaurants offer to customers who complete ten meals and get another one free is still a points accumulation program.

The secret to the success of these programs, whether they are the most technological or the simplest, is the relevance of the prize for the customer . What does he want to win and what can your company offer without causing an economic imbalance in your relationship?

At this point, it’s worth talking to consumers and understanding what they value and want.

Why not conduct exploratory research or a focus group? This way, it is possible to determine the reward that contributes to the company's results.

Read more: Customer loyalty campaign: sell more and more often

Marketing strategy tips to build customer loyalty
Creativity must be used to the maximum. It is essential to think outside the box. This way, you will make your customer loyalty marketing efforts increasingly effective!

A differentiated program attracts more attention and is more easily fixed in the hearts and minds of its target audience.

Check out some strategies that can be used in actions to build customer loyalty with marketing in order to creatively personalize communication :

different names for the campaign;
unusual and aspirational awards;
social media support;
intelligent chatbots;
and even the name of the “coins” to accumulate points.
Several of these customer loyalty strategies can make all the difference in your retention marketing program .

Going beyond this is like wanting to “reinvent the wheel” and can lead your loyalty marketing program to break the first rule we presented: simplicity!

So come up with fun ideas, create quality layouts, come up with names, and create really cool websites.

However, keep the mechanics of your points accumulation and rewards redemption system as simple and intuitive as possible!

What are some other suggestions on how to build customer loyalty with retention marketing? Then watch Tamo Junto's video lesson: