What to do after the launch of your loyalty program? How to get the first customers to join it? How to spread the word about your loyalty program?
How to get customers to join your loyalty program?
Launching your loyalty program is just half of success. You need to get your customers on board to reap the benefits of it! We have compiled 13 different ways to get your customers to subscribe to your loyalty program:
- Train your sales assistants/representatives.
- Incentivize your sales assistants/representatives.
- Make sure it is easy to join the loyalty program.
- Promote your loyalty program in the store (POS).
- Promote your loyalty program on your website.
- Promote your rewards program on social media.
- Use your e-mail list to promote your newly launched loyalty program.
- Offer a sign-up incentive as a reward for joining your program.
- Make the rewards easy to earn.
- Make your rewards appealing.
- Organize an exclusive event.
- Offer bonus points.
- Launch a mobile app for it.
Read on to discover how to implement those points and why they make sense for your loyalty program:
Train your sales assistants/representatives.
If in your business there is a direct contact between customers and sales assistants/representatives, you should definitely start there. They are the face of your company and they can offer the customers the most personalized approach possible. Start with an in-depth training about your loyalty program and make your sales department pass the information to customers at the points of sale to more effectively encourage them to join your program.
Incentivize your sales assistants/representatives.
If you have a sales department that has direct contact with customers, use your assets. If you include loyalty program subscriptions as one of the metrics of the effectiveness of your sales units or sales assistants and you will incentivize the good work, you will reach your goals fast. It should be an initiative at the launch of the loyalty program, measured back for results and continued if beneficial. As for any investment, keep track of your ROI.
Make sure it is easy to join the rewards program.
Make sure that your customers are able to sign up quickly and easily. The more time it takes to sign up, the fewer customers will subscribe. Create simple messaging and explain well the program’s rules and conditions.
Starbucks makes it super-easy to join their rewards program. They even promote the easiness of joining on the landing page of the program. It asks you to fill out 4 fields (name, surname, e-mail, password) and give consents. Speedy onboarding!
Promote your fidelity program in the store (POS).
You should be drawing attention to the loyalty program in your store or POS. Consider window stickers, information on the price list/menu, doors stickers, hand dryer stickers in the bathroom.
The more exposure your customers have to the promotional materials (if those are not too pushy) the bigger the chances they will subscribe to the loyalty program.
Promote your loyalty program on your website.
If you have a website, you should advertise the availability of your loyalty programme online, minimum on the main page and a dedicated landing page which explains how the program works, how to sign up for it and what are the rewards that customers can earn. Let the customers know how they can collect points, redeem them and for how long can they store them.
Hyatt is promoting its loyalty program directly on the main page of their website. It directs to their landing page of the loyalty program.
Promote your rewards program on social media.
People spend a lot of time on social media. They like browsing useful, engaging, funny or beautiful content. Create save-worthy images and catchy tag lines and promote your loyalty scheme on your social media. You can use both organic posts and paid ones - remember to link your landing page under each advertisement to make the sign-up as easy as possible! You can also run a referral program for your loyalty program with influencers or micro-influencers. Offer the influencers affiliate links for the loyalty program subscriptions and incentivize them. Measure the conversions and the ROI of your own campaigns and of those of your influencers and decide which advertising strategy brings you the most benefits.
Remember - if you have followers on social media, many of them are probably regular customers. They will be the first ones to join your loyalty program and promote it! Do not miss out on this great opportunity and onboard them, as soon as possible!
Use your e-mail list to promote your newly launched loyalty program.
If you have a database of customers’ e-mails and they gave you permission to contact them for marketing communication inform them this way about your campaign. If a customer has already given you personal details previously, they are already on board with your brand and this is an audience that you really don’t want to miss out on!
Offer a sign-up incentive.
A great way to kick off your loyalty program is by offering customers a welcome reward for joining. It will provide them with an immediate value that boosts the overall appeal of your program.
H&M offers a 10% discount for the next purchase if you join their loyalty program. Straight to the point.
Make the rewards easy to earn.
Offer a couple of ways customers can earn rewards quickly. If customers can see that earning rewards is an easy task, they’re more eager to join your program and take advantage of its benefits. Rewarding customers for engaging with your brand on social media, reviewing your products or making the wish-list are all great ways to make your rewards more accessible.
Ulta rocks it with the communication on their rewards - you can easily see how many points you can exchange for which perks.
Make your rewards appealing.
Understanding what your customers actually want from your program is the key. Sometimes customers are interested only in discounts on future purchases, sometimes they find more value in exclusive merchandise they can’t get anywhere else. It all depends on the brand, type of product, and audience. You just need to know what your customers are looking for and if you offer what they want, the chances of them joining your loyalty program just increased.
Organize an exclusive event.
Make your customers feel like they are missing out on something valuable. You can, for example, offer special merchandise, special services or a bigger discount to those who come to your event and subscribe to the loyalty program. Your customers will quickly become a part of the program to make the most of the offer. As a side benefit, you will probably get some media/social media coverage that will advertise your program further.
MAC, a cosmetics brand, offers exclusive events (make-up sessions, masterclasses, outings) as a perk in their loyalty program. It fits their audience who are mostly people interested in professional make-up. This kind of bonus might be cheaper than only giving away discounts and it is more beneficial for the users. It also helps MAC to promote more products to customers during the events. Win-win!
Offer bonus points
If you run an event/special days with extra points customers can earn and you advertise it, you might be surprised by how many more subscriptions you can get. Customers like easy to earn rewards and nothing sounds more rewarding than extra points.
Starbucks hits this point by offering Double-Star Days, Bonus Stars & games.
Launch a mobile app for it
People are 59% more likely to join a loyalty program that offers a smartphone app (source: survey, Technology Advice). No wonder! It is easy when at the POS (and it does not get lost as easily as a loyalty card), customers can get notifications about events and discounts. It is way more appealing than a simple loyalty card. Do you want to step up the game? Create a gamified loyalty program with a mobile app. This will get your customers hooked!
Example: Kiko Milano rocks it with their gamified loyalty program, Kiko Kisses.
As you can see, there are many ways to boost the number of customers joining your loyalty program. Which one is right for you depends on your brand, your products, your audience, your available communication channels. Every successful campaign starts with user research.
If you still do not have your loyalty program ready or the infrastructure you have in place does not let you launch the right loyalty program or measure back the results - try Voucherify, the ultimate loyalty program management system, free of charge. We also offer the infrastructure to launch in-cart discounts, coupon discounts, referral programs and giveaways. All your customer promotions in one place.