CCG Look at Loyalty: 4 Loyalty Marketing Tips for 2016

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Lessons from Retailers Successfully Driving Customer Rewards Programs

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There’s no single loyalty program that exactly outlines the right loyalty route for all customers,but here are some best-in-class loyalty program features worth mirroring.

Customer Communications Group, (CCG) the full-service loyalty and marketing agency, shares four loyalty marketing lessons that are giving retailers an edge in 2016.

“There’s no single loyalty program that exactly outlines the right loyalty route for all customers,” said Sandra Gudat, president and CEO of Customer Communications Group, “but here are some best-in-class loyalty program features worth mirroring.”

1.    Give Customers an Adventure
The North Face VIPeak Rewards program offers some unique redemption options with its VIPeak Rewards Catalog, allowing members who have amassed over 10,000 points to use them on a variety of unusual rewards, from a free lift ticket, to a Nepali climbing adventure with a pro.

Besides earning 10 points per dollar on purchases, members also earn points by participating in The North Face-sponsored events, such as the Endurance Challenge and ongoing speaker series.

2.    Create a Program That Offers Variety
With more than 10 million members, Gilt connects users with dramatic sales on designer clothing and accessories. Members can earn points by shopping, referring friends or even just visiting a sale on, then redeeming points for exclusive sales, early access to merchandise, free shipping and more.

But here’s the twist: early access and other perks require points. Early sale access—a huge advantage at a flash-sale site—starts at 250 points, free shipping begins at 3,500 points, and discounts up to 30 percent require 20,000 points.

3.    Create a Personalized Experience
Sephora’s Beauty Insider is a standout for creating a feeling of exclusivity for members at a mass merchandising level. The loyalty program not only leverages preferences to personalize the member’s experience through product recommendations and beauty tips, but it also uses that information to create curated product sets for rewards. Members can also request a free gift any day during their birthday month.

At $350 in spending, members enter VIB status and earn advance access to events. But at VIB Rouge, with a threshold of $1,000, the door is unlocked to exclusive events, free gifts and even exclusive merchandise.

4.    Make It So Easy it’s Practically Invisible
Starbucks has done a lot right with its My Starbucks Rewards program – including how easy it is to use. The mobile app is user friendly, never requires accessing the website or dealing with the register and completely manages all of the program benefits, such as monitoring rewards status, access to new products, mobile ordering and even payment.

Members can earn stars (points) whether they purchase a product from namesake stores Teavana or La Boulange, or buy a pre-packaged coffee from a grocery store. Members also collect stars by paying with their registered Starbucks, Teavana or La Boulange cards at participating stores. Stars can be redeemed for different rewards, and members can gain higher levels of rewards by using their Starbucks card more frequently. Plus, members can receive a free iTunes song each week.

Get Started on a Unique Loyalty Program
These best-in-class programs represent just a few examples of how to uniquely connect with customers who will earn and use rewards. Keep the lessons coming from the pros, sign up here to receive CCG’s newsletter. And find out how to score customers by their value to your business, read CCG’s Have You Scored Your Customers Today?

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Jim McNulty
StandPoint Public Relations
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