Econsultancy columnist Greg Randall has shared six ingredients that can make a loyalty program successful.

Randall says, “I recently wrote about how a successful loyalty scheme must offer more than just pricing discounts.

But what else defines a successful loyalty scheme?

1.  “KISS” – keep it super simple:

The ease in which customers can interact and engage with loyalty programs has heavy influence on its success/failure.

For example, Walgreens’ multifunctional app sounds great, however, if it was confusing to use, and refilling prescriptions was a clunky experience, very little uptake would result.

For simple and successful loyalty programs:

  1. Simplify the structure of the program, you don’t need to be a mathematician to calculate rewards (points) and benefits.
  2. The activities the customer must undertake to gain points are easy to understand.
  3. The ability for consumers to redeem rewards is easy to understand and apply”.

Six ingredients of a successful loyalty program

Econsultancy

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