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An effective loyalty program is one that keeps customers’ needs in mind and is designed to offer them perks that interest them. In this article, we’ll look at a few brands that have kept the customer at the core of their marketing strategies and aced their loyalty programs.
Outdoor recreation retailer REI offers a lifetime membership to its co-op program for $20. REI is known for having one of the best return policies in the business. Their membership program keeps a log of everything members have bought, creating a seamless return process.
Loyalty program benefits:
What makes it work: With their rewards program, REI keeps their brand at top of mind, encourages customer loyalty (and return business), and paves the way for continuous, meaningful customer engagement.
Target Circle combines benefits to customers with making an impact in their local community.
Loyalty program benefits:
What makes it work: With personalized perks like birthday discounts and opportunities to provide community feedback, the Target Circle rewards program offers a level of exclusivity for repeat buyers who want to create a great experience for themselves and their fellow shoppers.
Nordstrom, Inc. is a leading fashion retailer based in the US. Their rewards program, “The Nordy Club”, allows customers to earn one point for every dollar spent at Nordstrom, Nordstrom Rack, and HauteLook.
Benefits of The Nordy Club program:
What makes it work: The Nordy Club offers personalized experiences for every customer, helping the brand form strong relationships with customers. Personalized and enhanced experiences, including exclusive access to product and events, make customers want to return and remain loyal to the Nordstrom brand.
Toms shoes offer Toms Passport Rewards with three levels of reward programs: Bronze, Silver, and Gold.
One of the most interesting aspects of Toms’ model is that they invest in causes. They started with the ‘one for one’ program, in which every purchase of Toms bought a pair of shoes for a child in a developing country. This program proved extremely successful and was positively received by customers. Toms’ Passport Rewards program rewards their cause-oriented customers with exclusive offers and gifts.
Benefits of TOMS Passport rewards
What makes it work: Cause-oriented customers want to see that brands not only share their beliefs but incorporate them into how they conduct business. Toms leads in this area by making customers a part of a charitable endeavor with each purchase they make.
Yon-Ka Paris is a French skin care brand and leader in aromatherapy. With their rewards program, Yon-Ka Rewards Program, they achieved a 126% increase in sales due to 2X points promotions. They also experienced a 48% increase in total revenue and 46% increase in repeat customers. Read more about how they did it.
Benefits of Yon-Ka rewards program:
Launching a successful rewards program requires careful planning and execution. Make sure you select a loyalty partner that can provide the following:
Contributed by the Editorial Team of Miva Partner Zinrelo
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