Balancing The Bottom Line
Out of all the pros and cons of loyalty programs, the financial component is the most stressful. Discounts, regardless of the form, are going to hurt the bottom line of a company. A typical $50 sale transaction breaks down to $40 in costs and $10 in profit. A 5% loyalty discount$5 off a $50 saleresults in a 50% decrease in profits. The costs remain the same, but instead of earning $10 from the sale, profit is reduced to $5. What appears to be a small discountin this case, 5%can significantly impact profits.
The key to moving beyond this financial loss is to make sure that your loyalty program is fairly priced and effective. If the program really is increasing repeat purchases and average order value, then as long as your discounts are balanced youll have no problem recouping the losses. For more information on the financial aspect of loyalty programs, check out our post on loyalty points liability management.
What Are The Signs Of Fake Love
To really know that the love in your relationship is fake, here are some things you may want to watch out for:
- Theyre emotionally distant. In a relationship, fakers have a tendency to be non-communicative.
- Always willing to throw in the towel.
- They dont meet you halfway.
- Unconcern.
- That gut feeling.
Make It Easy To Understand
A potential member of your program should be able to understand the basics of your program in just a few seconds. You do this by laying out your program in an easy to digest and visual way. We call this the squint test at Smile.io, can someone still understand your explainer page if they are squinting their eyes.
Klovas rewards program passes the squint test with flying colors.
The text is large, the design is minima, and it gets the point across. You clearly know that every dollar you spend will earn you a point, and 20 of those points will get you a dollar off. There is no confusion here. This section of Klovas program goes to show that less is more with an explainer page.
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How Does Customer Loyalty Minimize Costs
Serving loyal customers is very cost-effective. These returning customers are already familiar with the products and services you offer. They can help market them to their friends and family using word-of-mouth and social sharing. This free promotion will help minimize service and marketing costs. Since you already have their contact information, and they are likely following you on social media, it is free and easy to communicate with them about new products, sales, or other company information.
For more on word-of-mouth marketing:
Building up word of mouth, especially for newer brands, isnt easy. We dive into the psychology behind it and show how it helps create connections. Continue Reading
The True Meaning Of Loyalty
In my opinion, loyalty is a word that is banded around frequently, often with little weight really attached to it. When you google the word loyal, the definition is giving or showing firm and constant support or allegiance to a person or institution. Commercially, we refer to loyal customers, people who regularly buy from a business and there are many tools to encourage this
When we look at loyalty within a business, we are typically looking at employees and how devoted they are to their employer . We do not often discuss the reverse of that relationship i.e. the loyalty of an organisation to that individual. And maybe we should.
It was Aristotle who coined the phrase The whole is greater than the sum of its parts. As a business owner, this is how I feel about our company. We are stronger together, bringing a portfolio of strengths, characters and ideas into the mix and each of those is as valuable in their contribution to how we show up in the world as the next. They demonstrate great loyalty to the business, acting as true ambassadors and even sharing when they are being headhunted by the competition!
We can only earn someones loyalty through our actions they truly do speak louder than words.
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Why Customer Loyalty Is Important
Stated simply, loyal customers spend more, more often. Earning loyalty with just 5% of customers can lead to an increased average profit per customer of between 25% and 100%. BIA/Kelsey research shows that repeat customers spend 67% more than a new ones.
There are a lot more stats that back this up . But you get the point.
Its simply more profitable to retain a current customer than to chase a new one.
Currently, over three-quarters of the population doesnt consider themselves loyal to any particular brand. Companies that put forth an effort to earn customer loyalty have a competitive advantage. Most companies in the marketplace fixate on the business they dont have yet.
It goes beyond simple dollars, however. Some of the other traits of loyal customers include:
- Enthusiasm for giving feedback
- Sharing good experiences with friends and family
- Patience with mistakes and slip-ups
- More open to marketing and communications
- Excitement to try new products and services
- More willing to endure price increases and changes in service
The Difference Between Loyalty And Retention
Retention is a measure of whether an existing customer continues to do business with you. Loyalty measures a customers predisposition to select a business entity as a preference, and indicates a certain resistance to competitors. Loyalty is a behavioral disposition that suggests that a customer will consistently respond favorably toward a brand/company, and also suggests the willingness to engage. This distinction is important. A customer who continues to do business with you may be retained, but not necessarily loyal.
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There Is No Denying That One Of Your Dogs Most Defining Traits Is Their Loyalty This Loyalty Can Be Overwhelming And Humbling And Has Often Been Cited As An Example Of What Human Beings Can Learn From Dogs
But life lessons aside, where does your dogs loyalty come from? Yes, you feed them and play with them and have your own deep sense of love for them, but does that fully explain the depth of emotion they hold for you?
In this article, we explore loyal dogs, why dogs are loyal and when that loyalty may need to be contained.
How Do You Know A Girl Is Deeply In Love With You
Definite Signs Shes Crazy In Love With You
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Basic Features Of Loyal Communities
Loyal communities are significantly smaller than non-loyal communities the median loyal community is 39% smaller than the median non-loyal one. For example, many communities that are highly successful at retaining loyal users are small fanzfiction or role-playing communities, such as /r/HarryPotterRP or /r/randomsuperpowers . Loyal communities are also more active, where activity is measured as the average number of comments made per user . However, loyal communities are not necessarily growing. If we measure the logarithmic growth rate in subscriber counts for all communities, this value exhibits only a mild positive correlation with loyalty-rates .
The user-community relation of loyalty is also reflected in some basic properties of user-user interactions. In particular, the dynamics of conversation threads in loyal communities are noticeably distinct: they tend to be longer while containing fewer unique contributors .
What Is Loyalty Marketing
Loyalty marketing is a strategic marketing approach in which you focus on growing and retaining your existing customer base.
Customer loyalty strengthens marketing initiatives and campaigns. In general, loyal customers think highly of your brand, products, or services, which increases the chance that they will repeatedly buy from you. Loyalty marketing:
- Grows customer lifetime value via increased customer spend, visit frequency, and customer retention
- Assists with customer data collection
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Its Never Been Easier To Build A Customer Loyalty Programme That Works
If your goal is to build a system using anything more advanced than physical loyalty cards, getting started can be daunting. While 69% of programmes still offer physical cards, 70% of loyalty programme members currently access their rewards using an app. If you want the attention of modern shoppers , a technologically enabled loyalty solution is going to be a requirement.
Fortunately, a lack of tech expertise shouldnt stop you from achieving your loyalty programme goals. The growing importance and sophistication of loyalty programmes has been accompanied by a growth in loyalty marketing specialists. These agencies offer turnkey and bespoke solutions, creating customised and branded programmes and apps, optimising backend analytics, helping you make the right strategic decisions. Loyalty specialists can help you expand your rewards offerings beyond just your brand, and develop and deploy a loyalty programme that will bring you stronger ROI. Ultimately, giving your customers what they want starts with forming the right partnerships.
The right loyalty marketing partnerships will not only make it easier to deploy a system, you will gain access to the technology and expertise required to deliver creative solutions. For example, 75% of customers are more likely to buy from brands that make recommendations based on purchase history or address customers by name.
How Do You Measure Customer Loyalty
Because loyalty is emotional, it makes it a little tricky to measure. But by using X and O data metrics in tandem, your business can track customers showing loyal behaviors, and turn that data into actionable insights.
These 5 metrics can help you measure customer loyalty as part of a loyalty program.
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Remember Their Special Days
No one wants to feel like Molly Ringwald in Sixteen Candles. Sending a simple Happy Birthday email or postcard to acknowledge their special day keeps you top-of-mind and shows you care. You can take this a step further by giving them a special birthday discount or a free product to help them celebrate.
CRM systems make it easy to keep track of major customer milestones, such as birthdays, wedding anniversaries, college graduations, and more, so you can proactively create and queue up marketing messages for every event.
Tarte Rewards Team Tarte
Tarte Cosmetics has set up a program called Team Tarte, which putsorganic growth and referrals at the heart of its mission. Members receive customer loyalty rewardsfor social sneezing â spreading the word about Tarte and referring friends andfamily.
In this exampleof a customer loyalty program, members can also earn points when theypurchase something â as well as every time they open an email.
Tarteâs engagement rewards are a great way to keep the brand atthe front of shoppersâ minds. But it also helps to expand the companyâs organicreach on top of that.
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Promote Your Rewards Program
Its one thing to create a rewards program, but you can hardly expect customers to sign up if they dont know about it. Encouraging sales associates to talk up the program, advertising incentives with in-store displays, sending out email announcements, and more there are any number of ways to get the word out.
What Are The Characteristics Of Loyalty
A loyal relationship is sincere A truly loyal person is always sincere. They show very subtle, yet powerful signs that they care. Youll find that they are faithful in a way that they show up during the good times and the bad times. Loyal people are supportive for no other reason than that they care.
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How Brand Loyalty Is Lost
Continuous monitoring and research are needed to measure the utility of products and identify modifications that will offer additional consumer benefits and increase brand loyalty. Utility is an economic measure of the level of satisfaction consumers derive from a product or service.
When a company ignores consumer trends, it might lose brand-loyal customers, which could lead to forfeiting potential profits and eroding the company’s . Many large corporations, which once had a monopolistic advantage, such as Blockbuster, failed because their product was misaligned with their customers’ changing needs. To assume that a product will always meet the needs of the consumers is a certainty for failure.
Loyalty is also compromised when consumers lose trust in the brand. When companies are embroiled in scandals, their customers often suffer and, as a result, lose trust in the brand to continue delivering value.
For example, Tylenol suffered a devastating blow to its brand when some of its products were laced with cyanide, causing the deaths of 7 people. However, the company immediately addressed the issue by taking accountability and creating a strong crisis management program to address concerns and prevent future occurrences. Eventually, Tylenol regained the trust of its customers and repositioned itself as a leader in its industry.
Loyalty Helps You Reach New Customers
Loyal, satisfied customers are one of your most powerful marketing tools. In the age of eCommerce and online review websites, positive customer word-of-mouth is essential to attracting new customers. In fact, 83% of consumers place more trust in personal recommendations than any other form of marketing. A McKinsey study showed that referrals generate two times the sales of paid advertising.
With a well-designed loyalty programme, you can gamify and incentivise referrals, rewarding customers who invite new shoppers. Theres strong evidence to suggest that referred customers are more loyal, more profitable and have lower churn rates than non-referred customers. Ultimately, although customer acquisition has historically been expensive, if you have the right loyalty programme and advocacy system in place, expanding your customer base has never been cheaper.
Of course, your loyalty programme can also be a unique selling point in and of itself, especially in a saturated marketplace. If you are unable to budge on price or other differentiating factors, you can gain a competitive advantage with your loyalty offerings. Remember, people actually pay to use credit cards. These are products that beat-out free competition more or less solely based on loyalty programmes tied to lifestyle/emotionally triggering messaging.
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Use A Visual Explainer Page To Explain Your Program
Instead of using the text heavy explainer page like the one above, you should focus on creating a visual and heavy hitting explainer page like this one from Gongshow.
Your members are much more likely to understand your program if you break it down in a visual way. You can understand the basics of Gongshows program in just a few seconds. There are a ton of great explainer pages out there, and I will point some out along the way.
A New Way To Inspire Customer Loyalty: The ‘golden Circle’ Theory
Guest post by Quentin Jaugeas
How do you explain why some companies are more successful than others? How do you explain why one company thrives while equally qualified competitors fail? Theres a simple explanation: loyalty. Loyalty is the key factor for success in every business. Why? Let us explain.
Its all about the Golden Circle. The Golden Circle was first introduced and described by Simon Sinek during a Tedx Talk in Newcastle, USA in 2009. In his talk, Sinek explains that the most successful businesses in the world think, act and communicate the same way, and that this way is diametrically opposed to that of less successful brands. It all comes down to these three questions: What?, How?, Why?. Every organization knows what it does, and a majority know how they do it, but very few know why they do it. By why, Sinek means the cause, the purpose of the business. Contrary to what you might believe, the purpose is not profit! For the most successful companies, its inspiration. Ordinary companies think from the outside to the inside inspirational companies think from the inside to the outside . Thats the difference.
Lets apply this theory to the luxury market.
We follow those who lead, not for them, but for ourselves. Its those who start with why who have the ability to inspire those around them. So ask yourself:
Why do you do what you do?
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How To End A Loyalty Program
Loyalty programs are not meant to last forever, for your or your customers. The programs, marketing, and benefits should change over time. Its important, however, to not end loyalty programs in a way that is off-putting for customers currently in the program. A major way to avoid this is to establish a time limit to the program at the start, and remind users of the ending as it approaches. You can also give a small gift or one-time bonus at the end to counteract the negative feeling coming from losing the benefit.
Now that you have some ideas for your new customer loyalty program, or how to enhance the program you already offer, you’ll also need to ensure you have a reliable way to measure its effectiveness.
Topics Of Loyal Communities
Certain topics, such as sports, tend to engender high rates of loyalty, while other topical categories do not contain many loyal communities. shows the distribution of loyalty-rates by topical category. Subreddits about sports or specific sports teams are by far the most loyal. Default subredditstopically broad communities, like /r/pics, that new users are automatically subscribed togenerally fail to retain loyal users, as do subreddits that are dedicated to sharing images .
Loyalty rates by community category
Most categories were scraped from /r/ListOfSubreddits, while the category labels containing * were generated by matching on subreddit names fitting the specified pattern. Note that *porn are image-sharing communities like /r/EarthPorn, not pornography the nsfw category contains pornography and other explicit content. 99% bootstrapped CIs are shown.
Together these results suggest that loyal communities tend to have specific, focused interests, such as a favorite sports team. In contrast, large topically-diffuse communities, like /r/news or /r/pics, generally fail to retain loyal users. The existence of such consistently loyal topics suggests that external identity-based attachment may be an important driver of loyalty.
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