What are the various categories of customer loyalty programs that exist?
There
are different types of brand loyalty programs that take many forms. For
some businesses, one form is suitable, while another business model requires
another loyalty program. Therefore you need to understand the business module
and think from the customer’s perspective to understand which model you need to
implement. Sometimes you must combine two or three models to get the best
outcome. Here in this article, we will discuss various brand loyalty programs and determine which is
suitable for your business. But before diving in, you need to understand customer
loyalty in-depth and the fundamental difference between brand and customer
loyalty.
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What Is a
Customer Loyalty Program?
It is a
well-structured strategic campaign which combines various factors such as
software, hardware, communication, gamification, marketing strategy etc. With
all this planning, the organization tries to build a strong customer
relationship. These programs aim to enhance customer retention and create a
good bond with these customers.
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What Is a
Brand Loyalty Program?
On the
other hand, the brand loyalty rewards program helps to create a strong bond between a customer
and a particular brand so that even after getting lucrative offers from similar
brands, customers stick with your brand only. Thus you need to retain this
loyalty towards your brand by providing special treatment to your customer,
known as brand loyalty programmes.
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Difference
Between Customer Loyalty & Brand Loyalty
The
significant difference between customer loyalty and brand loyalty is that the
former helps retain any customer despite any brand and is more suitable for
multi-branded platforms. In contrast, the second one is more brand specific and
helps to retain specific customers towards a brand.
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Types Of
Loyalty Programs
Here we
will discuss some popular types of loyalty programmes available in the market.
Each loyalty program is designed to provide certain benefits to a target group.
So check out these programs and choose the one best suits your business model.
You can even select multiple or combine two or three programs to get better
results.
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Loyalty
Programs Based On Expenditure
If you
want to generate sales and retain your customers, this strategy is ideal for
you. In this program, customers get loyalty credits they spend at a business.
It is straightforward to create and implement and easy to understand for the
customers. Furthermore, it can be maintained in the long run also. But the best
part is it can be used effectively to increase the overall transaction amount
and reduce the overall churn rate.
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Value-Based
Loyalty Program
This
loyalty program is essential to increase brand awareness and enhance brand
value. But in this case, you need to structure the loyalty program as per the
customers, which is the trickiest part. At first, you need to understand and
define values as values can differ from person to person. For someone helping
old age people is considered to be noble, while animal welfare is a big thing
for others. That is why you need to define it, and relate it from your
consumer’s perspective. This way, they will invest their time and money in the
campaign, and you can run your program effectively.
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You can do
one thing like start a loyalty program and engage your customers more and more
and invite them to do a certain amount of purchases, among which 2% will be
used in social causes. To maintain the social cause and show the results from
time to time to make them feel appreciated so they can participate more in such
ventures in the future.
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Game Program
Using gamification is an excellent idea
to make a program more attractive. Gamification helps encourage repeat
purchases and also keeps them entertained, strengthening the bonding between
you. This is a perfect way to enhance the brand image of those who don't enjoy
gaming.
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Hybrid
Loyalty Programs
As the name suggests, it is a
combination of two or more types of loyalty programmes. By merging two
different kinds of programs, you can attract a wide range of customers and make
your strategy successful.
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Final
Words
Loyalty programs are a very important
strategy that you must include to stay ahead of the crowd, as the brand battle
is everywhere in today's world. Hence, you need to stay ahead of your
competitors and need to retain your customers.
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