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7 Reasons Why Your Next Move Should Be Creating a Loyalty Program

A formal loyalty program fosters future purchases and greater brand allegiance.




ALLOW ME TO take you on a journey through my personal experience that illustrates the profound impact of loyalty and rewards programs in the retail world. During my daughter’s teenage years, she introduced me to the captivating world of Sephora. In what felt like the blink of an eye, we ascended to the esteemed VIP status, an achievement that ushered in a trove of delightful rewards. Our membership bestowed upon us the privilege of enjoying exclusive storewide discounts on a few special days each year. To sweeten the deal, our birthdays were marked with thoughtful gifts, and every purchase we made garnered loyalty points, currency that could be exchanged for future acquisitions or free gifts.

In the ever-evolving world of retail, one thing remains constant: the pursuit of customer loyalty. Loyalty and rewards programs are invaluable tools to acquire, retain, and engage your customers.

Here are several reasons why you should consider implementing a loyalty program.

Increased customer retention. Our loyalty to Sephora was not only a testament to the rewards but also to the brand itself. Loyalty programs are a proven means to retain customers by offering them incentives to return, a lifeline in today’s fiercely competitive retail landscape.

Increased purchase frequency. Being Sephora VIP members triggered a surge in our shopping excursions. The irresistible prospect of accruing additional rewards and ascending to loftier program tiers consistently acted as a compelling incentive.


Improved customer satisfaction and brand loyalty. The sense of being valued and appreciated through exclusive benefits and rewards transformed us into loyal brand advocates.

Gathered customer data. Sephora skillfully leveraged our membership to collect valuable data, enabling tailored marketing campaigns and a deeper understanding of our customer preferences.

Reduced customer acquisition costs. While acquiring new customers can be costly, loyalty programs are an efficient way to keep existing customers coming back, reducing acquisition expenses.

Competitive distinction. In the bustling arena of modern retail, loyalty programs serve as a powerful tool for retailers to carve out their unique niche and set themselves apart from the competition. By offering exclusive benefits and rewards, these programs can showcase a brand’s uniqueness and appeal.

Reduced marketing costs. Targeted marketing to loyal customers is often more cost-effective than broad campaigns, as loyalty program members are already invested in the brand.

Our journey with Sephora exemplifies the real-world application of loyalty programs and their undeniable impact. When executed well, they foster a mutually beneficial relationship between retailers and their clients.




When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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