Three tips for optimising your loyalty strategy

Tip 1: Understand your customers You know your customers, but understanding your customers is the key to creating a successful loyalty strategy. Gather data on their purchasing behavior, preferences and demographic information and inquire with your customers what, if anything, they would like to see done differently. This data will help you understand what motivates and moves your customers. Moreover, it allows you to segment your customers and tailor the loyalty strategy to the wants and needs of these different groups. By showing your customers that you understand and value their preferences, you strengthen the bond and encourage repeat purchases. Tip 2: Make loyalty part of your complete marketing mix An effective loyalty strategy goes beyond just having a loyalty program per se. It is essential to integrate loyalty into all aspects of your marketing mix to create a consistent and seamless experience for your customers. Make sure your loyalty program is clearly communicated in all your branding and marketing communications. Think of ways to integrate loyalty benefits into your product offerings and make sure your customer service team is fully informed and able to help customers with questions or concerns. This is how you create a cohesive experience for your customers.

In our view, customer experience is an extremely important factor for customer loyalty. From the first contact to the actual purchase and beyond: interactions with your company should be experienced as positive throughout the customer journey.