Loving and loyal customers - what can bedesirable for a modern company? In the conditions of the most severe competition at all levels - from the commodity to the "fight for the client's purse" - it is becoming increasingly difficult to get a truly loyal consumer. Traditional loyalty programs have ceased to work, as the demands of the client are increasing every day, the formats of interaction with it are changing, and firms have to look for new methods of working in this direction.
Loyalty - what is it
Let's start with the definition.So, loyalty is a preference for some product (service) similar to the mandatory "victim" of the client. It is the presence of this sacrifice that speaks of true loyalty. After all, a simple re-purchase can only be the result of a lack of assortment in this segment.
Often the consumer agrees a littleoverpay for the goods, knowing its quality or realizing that the company (store) is located very close, etc. Sometimes we see the opposite: it would seem that under the house there is a store with the right product, and the buyer is traveling to the beloved seller to the far end of the world. It is this sacrifice (time in this case) that is the manifestation of the true loyalty of the client.
Viability of the program
The most important thing is that the loyalty program hasidea. Poorly thought out conditions for attracting customers will only alienate buyers from the company. What means ill-conceived? These are very difficult entry conditions, unsuccessfully chosen channels of communication, inadequate suggestions from the point of view of buyers' interest.
Therefore, before making a decision to launchloyalty programs for clients should be done seriously. First, you need to carefully analyze all available information - from the check of purchase and calls to the hotline to the results of external marketing research conducted on the industry of interest (product range). Only based on the results of such a comprehensive consideration of the issue can you offer buyers really valuable terms of the loyalty program.
Work in several stages
Experts in this field recognize thatThe most correct way to start the program is to split the whole process into several stages. To start to join the "club" offer in several stores of the network (or in any one or two regions). Then different groups of clients are singled out - the interests of young parents and unmarried men (women) will be fundamentally different, for example.
This approach makes it possible to testdeveloped the program "in the field" and correct the time in time. It is especially important to remember this during rebranding. After all, often, changing its image, the company seeks to forget about everything that it used before. The client may not understand and do not accept such an attitude towards himself. And go to the competition. Forever.
Simple rules
Developing a loyalty program is not an easy task. But following the proposed rules, you can achieve positive results.
First, the goal should be clearly articulatedprograms. It can be attraction of new clients, retention of "old", protection from luring of clients by competitors, etc. It is desirable to choose one thing.
Secondly, it is necessary to choose the key factorprograms. That is, prepare for the client the answer to the question: "Why am I always returning to this seller?" Whether it will be a special price offer or an opportunity to use unique goods - to decide the management of the firm. An example of the company "Oriflame" is interesting. Loyalty program - gifts that the buyer receives, fulfilling certain conditions of purchase.
Thirdly, do not forget about the economiccomponent. There is no need to remind that everything should bring profit: material or reputation. It is better that in the second case there is also a material component.
Tools
Theorists offer us quite a lot of mechanisms to encourage customers. Loyalty programs can be built on such tools:
- A bearer card with a fixed discount.
- Personalized card.
- A "category" map. Most often we use the terms "silver", "gold", "platinum". The holder of a card of higher rank is given more opportunities.
- Progressive scale of discounts.
- Cumulative discounts and bonuses.
- Privileged terms of service.
- Possibility of receiving gifts, prizes, participation in lottery drawing, etc.
- Access to resources that are closed to other clients.
- Membership in the club.
Educating a loyal customer is a long,costly and troublesome. But the effort is worth it. This is shown by examples of retailers with world names. The main thing to remember is that the loyalty program is not a panacea, but one of the opportunities to stay in a competitive market.
