How to Build a Killer Customer Loyalty Program for Your Business
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description
The concept of a customer loyalty program is simple – your customers are rewarded for repeating their business, and your revenue as a business increases from their support. Most big brands from Starbucks to Safeway, Walgreens and Best Buy feature customer loyalty programs. But customer loyalty isn’t just for big business – it’s a key strategy for small business owners to scale revenue and build lasting relationships with the people who matter most – loyal fans of your business and product. In this webinar, we’ll go over everything you need to know to build a killer customer loyalty program, including: - How to define customer loyalty and why it's important - How to do customer loyalty right: the dos and don'ts - Using data and mobile to drive loyalty - Importance of branding and fraud prevention - Loyalty apps and tools to use - How customer loyalty can be used in each business industry/vertical
Transcript of How to Build a Killer Customer Loyalty Program for Your Business
Jon Parise Head of Customer Marketing Kabbage, Inc.
Heather Harmon Public Relations Manager Manta
Ivan Matkovic CEO & Founder Spendgo
• How to define customer loyalty • Why it’s important • How to do it right
• Customer loyalty success stories • Choosing the right program
• Using mobile loyalty apps • Tools for loyalty • How to highlight your brand • Measurement
Meet the speakers… YOUR MODERATOR: Andres Thomas, Customer Success at Kabbage
Jon Parise Head of Customer Marketing Kabbage, Inc.
To kick this off…
Think of 2-3 businesses or brands that you would say you are loyal to. Why are you loyal? How do you define your loyalty?
?
I’m loyal to two very different businesses for very different reasons.
Hint: It should not only be because of your loyalty program.
Why should a customer be loyal to your business?
The average American belongs to 22 loyalty programs – and are active in only 9!
Source: Colloquy 2013 Loyalty Census
But this doesn’t mean that you shouldn’t have a loyalty program!
It means you should develop a loyalty program with purpose.
Your loyalty program, is simply a structure that allows
these tactics to scale.
Loyalty marketing means recognizing that customers are
different and acting accordingly.
You Already Do This!
What is a loyalty program?
Good for the customer… • Value beyond the purchase • Hard benefits that save money • SoD benefits that make the customer
experience even beGer • Increased recogniIon, appreciaIon
and validaIon
Good for the business… • Enables opt-‐in and acIvates
customers • Leverages data to inform key
business decisions • Provides clear path to customer and
drives behavior
Customer & business benefits
Right Structure
Right Delivery
Right Economics
Is it valuable to the customer?
Does it go beyond transacIons?
Does it elevate the
customer experience?
Is it easy for customers to parIcipate?
Does it enhance what
you already do?
Is it flexible? Does it allow for growth?
Is it measurable?
Does it drive incremental revenue and ROI?
+ +
Develop the right program
Heather Harmon Public Relations Manager Manta
Loyalty success stories
Because it costs more to gain new customers than retain existing customers, we felt it was important to implement a customer rewards program to make our existing customers feel appreciated.” – Richard Foote, CEO, Oregon Crepe Company
The customer rewards program at our salon is designed to both create and reward a loyal customer base, and it’s working!”
- Ronnie Taylor, Ronnie T’s Spalon
The digital nature of the program makes it easy for customers to spread the word about my company online and they are motivated to do so. As a result Viralprint.com grew 7 to 8 percent in revenue.” - Doug Sleeth, Viralprint International Wholesale, Warner Robins, GA
My existing customers are crucial to my business’ success, so I created a pilot customer loyalty program to reward them last year. The program opened my eyes to how much revenue an effective customer loyalty program could generate for my business.” – Kurt Danskin, Office Remote Control
What type of program is right for you?
Ivan Matkovic CEO & Founder Spendgo
Mobile done right
78% Facebook
mobile usage
30% SMS opt-in
48% Mobile email
open rate
Not just apps
110+ members/store
in 6 months VS 2,000+ members/store
in 6 months
You have tools
+ more
Mobile Apps
Payments Online Ordering
Social Email Text
Messaging
POS
buy
Hi!
Highlight your brand
In-‐store touchscreen
POP
Desktop sign-‐up
Mobile sign-‐up
Receipt Content
***********************************
Jamba Insider Rewards You have points! Scan the QR code, to claim your points and get $3 off.
Sub-‐total: $4.87 Tax (8.5%) Total: $4.87
Measure everything
Employees
Locations
Loyalty Program
Campaigns
Compare Result
Order type
***********************************************************************
You’ve earned points!
Scan the QR code to log
in and view your reward
progress.
Grilled Munster
(415) 555 -‐ 2196 Host: Jordan B.
9/17/2014
Grilled Cheese $6.50 S Tomato Soup 1.00 Mac n Cheese 4.50 Arugula Salad 5.00 Balsamic SoD Drink 1.25 Diet Coke Sub-‐total: 14.75 Tax (8.5%) 1.25
Transaction data is essential
S Lemonade 1.50 Line-item
Location
Time
Coupon
Tender type
San Francisco, CA
5:36 PM
Total 16.00
TO-‐GO
Gi_ Card 16.00
eCoupon 5.00
Spend amount
Spendgonomics
Visit Kabbage.com to learn more
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Visit Kabbage.com to learn more
Thank you, from Kabbage
