How do you design and implement a customer loyalty program that rewards repeat purchases and referrals?

In my experience creating strategic partnerships for loyalty programs can and should be a win/win. It also doubles your reach by collaborating with aligning other business; with the same goals. An example is an offer on the back of a movie theater ticket that has a discount on dinner, dessert or beverage after a movie by showing your ticket stub dated on the same day. Very calculatable tracking for ROI.

Os melhores programas de fidelidade est?o intrinsicamente ligados ao negócios, você pode come?ar com uma a??o ou programa, mas se quiser tirar o melhor proveito do que uma estratégia de Marketing de Relacionamento por proporcionar precisa ter um plano de longo prazo para verdadeira integra??o das iniciativas verdadeiramente conectadas com o negócio. A maturidade pode ser percebida quando dentro de uma estrutura e departamento de Marketing terminam por ter uma gerencia de fidelidade, mas isso pode ser previamente planejado e já estar dentro de seus objetivos, assim você poderá extrair o máximo que essa poderosa ferramenta tem para oferecer.

Define WHY a loyalty programme will be effective for customers. The loyalty programme my company offer to clients is intended to encourage long term purposeful partnerships. By being part of this programme, customers will save money long term on services due to loyalty. This is an effective model, due to achieving our company mission partnership, innovation and results. This is an example of my company defining objectives, this will differentiate depending on your company mission. Defining this overall business strategy should influence how you design your loyalty programme.

Conhecer o cliente deve ser algo intencional e n?o reativo ou incidental. O Processo, quando falamos de Marketing de Relacionamento, deve ser inteligente e planejado. Objetivos s?o o ponto de partida, extrair, transformar, carregar, limpar e qualificar as bases o segundo passo. A partir daí que come?a o desafio de conhecer o cliente, gosto do modelo que usa os seguintes passos: Conhecer o Cliente (as tarefas descritas aqui) >Diferenciar >Segmentar >Rentabilizar. A dica de mercado que posso dar é que a decis?o dos modelos para conhecer o cliente devem ser definidas antes de se rodá-los com base no caminho até a a??o - Dados> Informa??o> Conhecimento> A??o. Dessa forma a modelagem é mais estratégica e n?o vira um jogo de tentativa e erro.

Based on the previous questions... Do you even need a program? Everyone should aim for loyalty, but a program of any type may not be the answer. In my experience with Southwest Airlines (agency and customer) I believe firmly their most effective (result) and efficient (cost) loyalty efforts are in their service and how they deliver it. Sure they have a very famous loyalty program - the end shoud drive the means. Moreover I would ask "what is the ideal brand (read; loyalty) experience your customers would like from your brand?" From that you can design + develop the right program for you. Be careful of orthodoxy - each brand, customer type, and category is unique. Those selling best practice/boxed solutions are about their $ not your needs

Whatever you do work back from "what is the ideal feeling we wish to create?" Loyalty is a behavior that is a result of feelings and beliefs that affect choice. Thinking of my own life (I am the same person yet have many hats, moods, etc. based on category/brand). The feeling I want from my car vs. my watch vs. my hotel vs. my bank, etc. are all different. When that specific feeling is delivered I am most likely to be loyalty. The best thing my vet can do is make me feel "care and professional", that is very different from say what I'd like from favorite brand of sneaker.

Do it with conviction, gusto, optimism. Get the small minds and pedants out of the way. They may be there for critical parts contribution but get these types away from the bigger implementation. Eisenhower was an organizer, leader and big thinker - that's why he was right for heading up the D-Day invasion... he did not have myopic specialists seeing branches and trees vs. the forest. It's a strategic, even grand strategy thing, never forget that.

Offer compelling rewards that motivate customers, like Sephora's Beauty Insider program offering free makeovers and product samples. Make it easy to earn and redeem rewards, as Starbucks does with its mobile app and pre-loaded gift cards. Personalize the program to each customer's preferences and purchase history, like Amazon Prime's tailored product recommendations and shipping benefits. Encourage referrals with rewards for both the referrer and new customer, as Dropbox does with free storage space. Promote the program through multiple channels and optimize it based on customer feedback and data, as Nordstrom does with its Nordy Club program.

Announce it. Make it big news, big for you and your customers. If not big at introduction then when? You get one first impression (to paraphrase Mr. Wilde). Enthusiasm is appealing and infectious. Be excited. To that end don't think of it as a loyalty program, think of it as delivering a great brand experience.