Here are a few frequently asked questions
What kind of loyalty scheme should we have?
Many of our clients come to us focused on introducing a traditional points-based loyalty scheme. As some of the most recognisable loyalty programmes are points-based, this tends to be in their frame of reference.
Programmes like Boots’ Advantage Card and Tesco Clubcard are really successful as these businesses enjoy a high volume of very frequent transactions: they’re really rewarding for customers as they’re able to quickly ‘save up’ points to spend on treats for themselves.
Points-based loyalty has its’ place, but our Brand Club concept has been tried and tested and works even better at engaging customers in a totally personal, unique and engaging way.
Do loyalty programmes work?
The uber way is all about using loyalty programs to collect customer data so that more customers can be targeted with personalised communications, rewards and benefits that will drive revenue for you...we’ve a tried and tested model for this, so we know that it works.
Don’t fall for the one size fits all philosophy for loyalty that’s preached by technology retailers: if you try to shoehorn an ‘off-the-shelf’ programme into your business, you won’t reap the rewards of a bespoke loyalty strategy.
How do I keep customers engaged in our loyalty program?
uber is totally focused on supporting our clients in implementing customer loyalty programmes which enjoy success in the long term.
In order to achieve this, it’s crucial that the whole business is united behind a desire to shape the company around the consumer, utilising customer relationship management (CRM) to provide deeper, richer customer experiences.
How does a non points-based loyalty programme work?
uber doesn’t believe in churning out ‘one-size-fits all’ loyalty schemes, so we create something totally bespoke for all of our clients. The fundamentals of a non points-based program, or Brand Club, remain the same though: they’re totally focused on maximum engagement of the customer, orientating marketing activity around them as individuals rather than forcing the same generic, points-based system on everybody.
Your customers are all totally different, so why treat them all the same?
What are the advantages of a non-points based customer loyalty scheme?
Points-based programmes have their place; they’re great for where businesses enjoy a high volume of high frequency transactions such as at retailers like Tesco or Boots.
Non-points based loyalty programs are all about utilising customer relationship management (CRM) to more closely orientate the business and marketing expenditure around individual customer behaviours. Rather than generically handing out large volumes of redeemable points, they allow individual customer behaviours to be precisely targeted. They offer personalised rewards, benefits and treats to segments of consumers to drive their behaviour to meet the objectives of the business at any given time.
The customer receives highly relevant, personal communications and gifts and the brand is able to utilise the programme adaptively to drive revenue.
What activity should I undertake in the initial months of my customer loyalty programme?
The initial focus should be firmly upon customer acquisition to your new loyalty scheme. uber can help you to get customers excited and engaged by treating them to something special just for joining, then introduce a refer a friend initiative to reap rewards from your new members’ social circles.
In terms of other campaigns, communications and rewards, the early months of your programme are about learning what your customers love. uber will recommend trialling a wealth of different initiatives in order to gauge the most effective methods for motivating your customers to drive revenue for you.
What return on investment can I expect from my loyalty scheme?
If you’re looking for a short-term sales fix, a loyalty program isn’t the solution. uber recommend loyalty programs which use CRM (customer relationship management) to foster long term relationships with customers to keep them coming back.
uber recommends that measurability should be at their heart of your loyalty scheme. For companies with the luxury of a high volume of very frequent transactions, points-based programmes fit the bill, but if this isn’t the case, uber will ‘dare to be different’, recommending a bespoke scheme especially for your customers.
This means that specific campaigns can be included and refined within your programme to meet the needs of your customers whilst driving their behaviour to be more profitable for you. Don’t forget that the initial stages of your new programme are all about learning what’s successful for you.
Why is the market position of my offering important?
Faced with tougher purchase decisions to make in difficult economic times, customers increasingly want to buy into brands, products and services which they perceive to relate to them most closely. Their cash is precious...so to keep them on side, you must radiate the core brand values which communicate unique appeal to your customers.
How can I make sure my staff support my positioning strategy?
Ensure that staff are fully versed in your organisation’s mantra – your mission statement and proposition – by communicating it to them clearly both in written and verbal formats at every opportunity and through as many channels as possible.
It’s a self-fulfilling prophecy: the more evidence your staff see of your mission statement and proposition in action, particularly in direct customer contact, the more they’ll be able to appreciate and re-enforce the unique position you hold in the market place.