IIND


The hardware store MyDIY..ie does this welthis well. They ocl. They occasional casionally ofly offer double and triple points on certain pr ducts to entice customers to buy. y. To get the most from this loyalty good idea not to


The hardware store MyDIYie does fer


double and triple p products to entice cu


promotion,


points on certain ustomers to buy


promotion, it’s a go make it it’s


it’s a rarity tha


o get the most from this loyalty it’s


make it too comm all,all,


too commonplace. After rarity that


perceived value of an o ffering. another opportunity


ff


ood idea not to monplace. After at incr increases the


perceived value of an offering. If customers know they will have another opportunity in a few weeks’ y in a few weeks’ time, they are far less likely to rush o the checkout. Keep to two-to-three time them enough regu customers to look fo


eases the If


time, they are far le ss likely to rush to the checkout. Keeping these offers to two-to-three times per year give them enough regularity for your customers to look forwar but not so commonp


ping these offers es per year give ularity for your to them,


but not so commonplace that it isn’t an exciting event!


orward to them, place that it isn’t


PersonalPersonalisation is onisation is one of the biggest buzzwords in online retail. Today, it’s routine for merchants to provide a llistist of suggested products based on what customers have already viewed. Or otherwiviewed. Or otherwise to link them to items they have viewed multiple times. In fact, survey of consumers believ who personalise t


4


encourage reward edemption redemption buzzwords in onlin


it’s routine for merch on what customers


ne of the biggest ne retail. Today hants to provide


y,


of suggested products based s have already ise to link them


to items they have viewed multiple times. In fact, surveys show that 53% of consumers believe that who personalise


ys show that 53% etailers


ve that retailers their


their shopping shopping Personalising you


Personalising your promotions to ur promotions to encourage reward r


experience offer a more valuable service, wh to shop w


with r


experience offer a more valuable service, whilst 43% are more likely to shop with retailers personalpersonaliseised


But send sending customers ff of


hilst 43% are more likely fer


that offer


With this inith this in mind, why wouldn’t you personalpersonaliseise your loyalty programme as well? But


d recommendations. recommendations. your loyalty programme loyalty


promotions


is unlis unlikelyikely to bear fruit. You need to get your customers genuinely excited about your offerings.ferings. Yo to get


promotions for to get you


ant to ge them thinking about how your loyalty program will help them to realaliseise their desires. If your program doesn’t feel ‘useful’ to this end, your customers won’t want to participate.


excited abo want


how your lo them to ea program do end, your


Video game designers know better than anyone how to keep their players enga8ged. They leverage people’s


5


programme ideo game than anyon players en c


Gamify ogram


y. Pic


game in you up’ bonuses trophies wh achievemen


ne how to ke


keep them striving for the next level of play. Picture the average video game in your mind. There are ‘level- up’ bonuses, s, leadership boar leadership boards, and trophies when you complete certain achievements. This is the essence


people’s c ompetitive of play


cture the average video e are ‘level- ds, and


hen you complete certain nts. This is the essence


instincts to oesn’t feel ‘useful’ to this


to participa te. ‘Ga


fying’ mme


g’ you our rewar ards ir


random products uit.


ur customers genuinely You


ou need ou


their desires. If your oducts of


INDEPENDENT FOCUS: EXPERT OPINION DEPENDENT FOC ‘gamification’ em – it CUS: EXPERT OP constantly tly


reminds participants of the rewardsewards (real and potential) that come from their efforts.


Research proves that gamification has a measurable impact. According to a 2017 study, tools and


Accordin to too ols such and


meaningfulness’ you


settings me


loyalty pr exp


more inter Here ar


so-called ‘task If


non-game If


ea


(r al and potential) that come from their efforts. Resear


on ng


such as performance bars leaderboards increases


the use of game ds in non-gam in in participants.


you integrate this strategy into your loyalty programme, you will create a more interesting and engaging experience for your customers. Here are a couple of examples: TiTiered rewards programs – These the most


ar


loyalty programmes because th provide customers with the most pow


are some of ya


thousands. But creating upper levels for


for the ‘chosen few’ with unique benefits is a big drawcard. This is especialpecially efly effective if your products are available from multiple vendors. ors. have known this for


can tho ben


are available from multiple vendo Airlrlinesines have known this for a very long time, hence why their frequent


esp Air


lon


oduc ve


eque d. This


ery ent


n’t pr


iered rewards pr og mm


successful ful us


provide customers with the mo powerful incentive – exclusivity. y. Non-tiered loyalty programmes can’t provide this, because customers are aware that


they are one of els


que cts


ers ese


they ost


our ate ng


me ars me


ewar PINION N


flflier prier programmes reward their most loyal,


success ful


long-term customers with


perks like airport lounge access. Tracking your customer’s progress – To build a pr


programme, you need to consistently incentivise your customers. A one- communic tion when ogram


incentivise your customers. titime email


eta extr consistent


owded, and pdates


ers.


loyalty one-


me email communication when your customer joins your program is not enough. The retail space is extremely crowded, and people will quickly forget about you. Providing consistent updates is a great way to remind customers of how they can benefit by supporting your brand. Consider placing their loyalty status and the number of points they have to spend at the top of every email. That way,That way they will h ave this in mind as pr


oviding great way to


Consider placing their loy to


yalty status top of ev


mind as they look at your new product offerings.ferings. Building


they look at your new a


programme can seem pretty daunting but it really comes down to a couple of key principles; keeping things simple, and not putting barriers in the way of your customers’ efforts to earn/redeem points. If you keep this in mind, you stand to see a more dedicated customer base as well as a


pr


successful ett


but it really comes down ff forts


dedicated customer base as well as jump in sales.


loyalty


mers with ogress


www.diyweek.net


27 SEPTEMBER 2019 DIY WEEK 19 DIY WEEK


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