Personalisation offers new loyalty opportunities
Every self-respecting retailer, including in the B2B sector, has a savings or loyalty programme these days. Great, of course, but it all comes down to the same thing: buy from us, then you can save up for nice gifts. So where does your distinctiveness lie? Personalisation of your savings or loyalty programme is a must. Everyone wants to feel unique, right? Making your programme seamlessly match the needs of participants will give your customer loyalty a significant boost.
Less is more, as long as you personalise it
With all due respect, many savings and loyalty programmes are relatively standard and therefore interchangeable. The offer is often broad and the savings rules and the rewards you can choose from are essentially the same for everyone. However, every customer is different. So why not tailor the programme to the individual if you can? Consider, for example, offering rewards based on interest. Or rewarding the achievement of individual goals based on past performance. In this case, ‘less is more’. As long as you make it personal. The better your programme connects with your customers, the more emotional connection they will experience with your company. And the more likely they are to share their enthusiasm with others on social media. This cuts the knife on multiple sides.
‘The better your savings programme matches customer needs, the higher the customer loyalty.’
Personalised campaigns in practice
a.s.r. goes a lot further. The insurer rewards customers through the a.s.r. Vitality programme if they exercise more. Depending on your sports performance, tracked with a sports watch, over the past few weeks, your personal goal changes (this is, of course, fully automated). If you achieve your personal goal, you get points for it, which you can exchange for nice gifts. So personalisation at its best.
‘In a digitised society, personalisation is a must,’ he says.
Not taking advantage of opportunities is a missed opportunity
Especially in our contemporary society – where more and more is done online and there is less and less room for human contact – a personal approach is a must. In retail, it is quite normal that customers are only shown the products they are interested in in the webshop environment. In the B2B sector, personalisation, especially when it comes to loyalty and rewarding, is still in its infancy.
Even though a lot is possible. For instance, why not tailor your rewards offerings to your customer? Of course, you cannot tempt a Formula 1 fan with tickets to the European Football Championship final, but you can tempt him with tickets to the Dutch Grand Prix in Zandvoort. And wouldn’t it be great if, as a supplier, you could target your campaigns specifically at companies in regions that have not yet embraced your brand? That way, you use your budget a lot more efficiently than if you approach everyone indiscriminately. The (technical) possibilities are there, so make use of them.
Not taking advantage of opportunities is a missed opportunity
Small steps based on available data
Collecting relevant customer data is obviously crucial for this: from personal details and interests to buying behaviour and behaviour on social media. Based on the customer data you have available, take a critical look at your current savings or loyalty programme and think about how you can make it just a little bit more personal. You really don’t have to make big changes right away, small steps can sometimes make a world of difference.
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