top of page

Top 5 loyalty program best practices

There are more to loyalty programs than you would consider at first glance. There are things that you definitely should put time and consideration into and there are others that require a little less.

1. Data insights

If you have an opportunity to gain insights into your customers, take it. Smart and effective loyalty programs are connected to their customer database. This encourages an increase in sales and allows you to understand and improve the customer journey.

Data insights are also a great way to personalise the experience for the user. Their browser history shows that they’re looking to buy some golf clubs. A golfing weekend would make a good reward for that person, and if it’s the right reward for them, they’ll work for it.

2. Usability

Loyalty programs should be clear and easy to use. The easier your loyalty program is to navigate and use, the more the user is likely to use it. Don’t be confusing and be transparent about what it is you’re actually offering and when the offer is expiring.

3. Define clear, achievable goals

If goals aren’t clear and if they’re unachievable, the loyalty program will simply not work, and you’ll get a lot of users abandoning the program. At the same time, the goal can’t be too easy.

Refer to your data insights to have a look at what an achievable goal actually looks like for a certain type or group of people. For example, if they engage with your business once a week and typically spend £10, you’ll be able to work out roughly how long it’ll take them to reach their reward and whether it’s the right goal for them.

4. Communicate

Communication can be used in lots of different ways for loyalty programs. Raising awareness of the actual program, encouraging the user to stay on track towards their rewards and the communication between the selection of the reward to it arriving in the customers possession.

5. Modularity

Many successful loyalty programs are structured to allow for mix and match options. By using these modules, you can allow for lots of customer-driven personalisation while potentially missing out on the high costs that are attached to a completely custom program. This is also helpful if you’re using an omnichannel approach, as it makes requests dealing with point redemptions much easier.


bottom of page