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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.

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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.

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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.

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Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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