Here’s How to Get Clients to Sign Up for Your Rewards Program

IS YOUR STORE A destination where customers feel valued and eager to return? Take inspiration from Sephora, whose loyalty program boasts 25 million members who drive an impressive 80% of their annual transactions. A well-crafted loyalty program can boost customer retention and spending when it is designed to make the customer feel they are receiving some level of exclusivity.

Because fine jewelry is a high-value, infrequent purchase, staying top of mind in between transactions helps maintain relationships and turn your captivated audience into repeat buyers. This also reduces the cost and effort of constantly seeking new clients.

THE INTRODUCTION: TIMING IS EVERYTHING. Introducing your loyalty program during a sale might seem counterintuitive, but it’s the perfect moment. Customers are most receptive when they’re excited about their purchase. Use this opportunity to briefly highlight the benefits of your program, such as exclusive early access to new collections or discounts on future purchases. Offering a special incentive, like bonus points or a discount on their current purchase, can further increase sign-ups.

The goal is to present the program as a seamless part of the shopping experience, rather than a sales pitch. Keep it concise, compelling, and relevant to the moment.

THE FOLLOW-UP: A SECOND OPPORTUNITY. Not every customer will sign up on the spot, and that’s OK. Follow-up communication provides another opportunity to engage. Send a personalized email, text or phone call to thank them for their purchase and remind them of the program’s benefits. Tailor these messages by highlighting exclusive offers, early access to new products, or personalized discounts based on their purchase history.

This follow-up reintroduces your loyalty program and reinforces the value you place on their business, strengthening their connection to you and your brand.

KEEPING THE CONNECTION ALIVE. Many retailers falter after the initial sign-up, failing to maintain regular contact. A well-timed follow-up can make all the difference. Share compelling statistics: How much do loyal customers save on average? What unique perks can they expect by staying active in the program?

Engagement doesn’t stop after enrollment — it’s an ongoing process that keeps customers excited about staying loyal.

Start today by evaluating your current program or designing a new one that aligns with your customers’ shopping habits. Keep in mind that a successful program should reward more than just repeat customers. It should build a long-term relationship that leads occasional buyers to becoming loyal customers.

Next issue, we’ll talk about how to tailor your loyalty program to your particular client base.