Year-End Summary
Managing customer loyalty is an ongoing effort, so we recommend the following:- Stay trend-conscious regarding recruitment incentives and tailor them to your customers' preferences.
- Ensure that all new employees receive adequate training, including access to guides relevant to your program.
- Monitor and adjust goals (discussed further on this landing page).
- Remember to promote the program through digital and physical channels in appropriate situations.
- Maintain and update your digital customer journey, incorporating changes or updates.
- Stick to your chosen newsletter frequency. Select exciting content from campaigns.
- Activate "ad-hoc" campaigns while ensuring routine campaigns are always up-to-date.
- Maintain an active relationship with analysis for added value to your members.
Analyzing the Year
We set several specific goals that need to be evaluated and assessed.
- Number of recruitments.
- Visiting frequency for loyalty members.
- Average purchases for loyalty members.
- Measuring customer feedback.
Recruitment
In section "Number of New Recruits," we proposed setting daily, monthly, and annual goals. Now that 12 months have passed, it's time to follow up on whether these goals were achieved.
Overachieved
If your team has overachieved, we recommend celebrating. You have laid a fantastic foundation for the company's continued relevance. In some cases (with integration), you can see which location and which employee performed the best (recruited the most), and you can, for example, reward this with a bestselling item.
Underachieved
If your team has underachieved, we recommend implementing measures to improve in the next 12 months.
Tips:
- Evaluate the relevance of the program. Is "What's in it for me" strong enough for your customers?
- The most powerful tool for recruitment is "instant benefit."
- Are the training routines optimal and effective?
- Training for part-time and seasonal employees is also important to create continuity.
- Do you have additional opportunities for promotion?
- As a minimum, you should have visible materials in the store, promote the program on the website, and in appropriate social media posts.
Visiting Frequency
In point "Visiting frequency," it was recommended to find the visit frequency of customers. The goal is to compare this with the visit frequency of loyalty members 12 months after the active program.
How to find loyalty visit frequency:
Visit frequency can be extracted from the dashboard. If you have multiple locations, you can also benchmark locations against each other to determine which location performs best and worst. Via this link in the Loyalty+ guide, you can see how to update the dashboard to view what you desire.
Overperformed
Congratulations! One of the main goals of loyalty is to increase visit frequency. This should be celebrated.
Underperformed
If your members have not increased visit frequency, you should implement measures.
For example:
- Make "revisit benefits" more attractive..
- Benefits that reward purchases (e.g., bonus, membership level) lead to additional sales if clearly communicated.
- Make "convenience benefits" more relevant.
- Benefits that make it especially attractive to shop in your store increase the willingness of members to visit your store. It's particularly important to provide structured information to members about these benefits.
- Evaluate communication routines.
- You likely have a large database to communicate with. Have you followed recommendations in "automated customer journey," "newsletters," and "campaigns"?
Average Purchase
Under section "Average Purchase," it was recommended to find the average purchase for regular customers. The purpose is to compare this with the average purchase for loyalty members to see if they have a higher or lower average shopping cart.
Average purchase can be extracted from the dashboard. If you have multiple locations, you can also benchmark locations against each other to identify which location performs the best and worst.
Overachieved
Fantastic! Your customers are loyal.
Underachieved
Average purchase is often linked to available offers. If you have many upselling opportunities, there is significant potential for an increased average shopping cart.
Recommendations:
- Are your members earning benefits with all purchases?
- Have you activated the benefits for your members through "my profile"?
- You can easily activate these using the Loyalty+ dashboard.
Measurement of feedback and customer reviews
The members in the loyalty program are the program's most valuable resource and certainly what provides value in the years to come. To ensure relevance to them, you should check how your members experience the program. This can be done through a simple survey, either to all members or a selected group. We recommend the latter and would probably choose a particularly active group. The survey is also an excellent opportunity to receive honest feedback from your loyal guests on several areas.
Find the survey here.
The survey can be set up using any survey system (such as Google Forms, Typeform, Microsoft Form, etc.) and distributed through the Loyalty+ dashboard.
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Regardless of whether you have underperformed or overperformed, it is important not to consider the job complete after the first year. Working on loyalty is continuous, and the loyalty program will add more value the more you use it. By actively working on recruiting new members and improving the program's content, you will create more loyal customers and more value for both the business and the members. Our tips for the road ahead are therefore:
- To continuously develop and improve the content of your loyalty program, focus on strategies such as promoting the program effectively, creating automated customer journeys, establishing consistent newsletter routines, and designing a strong campaign structure. These approaches offer plenty of ideas and tips for content creation, making it easier to maintain engagement without constantly needing to come up with new ideas from scratch.
- When the goals set for the year are achieved, we recommend setting new goals to maintain the motivation to recruit new members. This also involves considering whether the benefits that motivate customers to become members are attractive enough and making necessary changes to improve attractiveness.
- Integrate the loyalty program into the company's routines. By having written routines related to loyalty combined with the other daily routines, it becomes easier to follow up, and it creates a sense of importance for the work. In addition, such written routines will eventually become practices and happen automatically.
