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How To Build A Customer Loyalty Programme in Retail

What do Boots, Marks & Spencer, BP Garages, Starbucks, Tesco, and Sky all have in common? They’re just some of the major names which have recognised the benefit of customer loyalty programmes in retail.

Whether it’s a points-based programme like M&S’s Sparks card – where purchases lead to points which can be spent later – or becoming a VIP on a service like Sky for exclusive experiences, it’s a great way to keep your customers.

And the good news is that you don’t have to be a multi-million-pound organisation to create your own scheme to keep your buyers engaged and coming back for more.

What kind of retail loyalty scheme will work for me?

The short answer is one size doesn’t fit all, so what you decide on needs to be aligned with your business.

If you’re an eco-friendly business, for example, you may decide that a percentage of your sales will go towards supporting a project or scheme.

One online virtual challenge app plants a tree every time someone reaches 20% of their target, making customers not only feel good about their success but also that they’re helping the environment.

In the same way, it might be that you want to make a donation to a particular charity, which again, can give people an added incentive to spend with you.

Alternatively, you may decide to introduce a scheme where customers get a discount or something for free every time they spend a certain amount. Anything that is perceived by the customer as giving added value will work!

Can I build customer loyalty without giving anything away?

Absolutely – if you’re put off by the idea of discounts or freebies, then you can still build your customer loyalty.

Making your buyers feel special is a great way to keep them engaged, so why not ask them to sign up for a newsletter or email alerts, with the sweetener that this will allow them to learn about new products and services first and get the first opportunity to buy before anyone else.

You may not know this, but many of the big concert selling sites have a “pre-sale” before tickets go out to the general public. These tickets are sent over to those who are loyal customers or part of fan clubs, etc. – proving that loyalty does pay off!

Engaging with your customers, making them feel special, and letting them know how thrilled you are to have their business with the occasional treat or offer thrown in is a great way to keep them coming back.

Now, all that’s left to do is design your customer loyalty cards


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