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How To Build A Devoted Customer Base
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LAUREN LICATA
SENIOR DIRECTOR OF MARKETING
Who Are We?
8M+MEMBERS
12K+LOCATIONS
100M+VISITS
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Customer Acquisition
Customer Retention
VS.
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STREET FIGHT MAG80%of SMB Merchants said customer acquisition was their
main priority.
8%
Customer Loyalty vs. Customer Acquisition
said customer retention was a priority.
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Customer Loyalty vs. Customer Acquisition
Building loyalty with 5% more customers would lead to an increased average profit per customer of between 25% and 100%
(The Loyalty Effect)
Loyal customers make up roughly 20% of your total customer base, but they account for about 80% of total revenue.
(Entrepreneur)
VIP and loyalty program members are 70% more likely to spread the word about your business.
(Loyalty 360)
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Customer Loyalty vs. Customer Acquisition
You need NINE first time shoppers
To reach the conversion of ONE repeat customer.
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66% of small businesses don’t have a
loyalty program.
34% of small businesses do have a program.
SOURCE: BIA KELSEY
Customer Loyalty vs. Customer Acquisition
46% of those are digital.
54% of those are NOT digital. (paper, verbal, other).
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4 Types of Loyalty Programs
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Types of Loyalty Programs
Southwest AirlinesBellyDiscover Rewards
Starbucks
Sephora
CVSWalgreens Barnes & Noble Petco
Panera Bread
Panera Bread
Best Buy
Papa John’s
Safeway
Target National Car RentalPlenti
PlentiPOINTS BASED
SPEND BASED
TIERED
DISCOUNT
COALITIONHilton HHonors
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Types of Loyalty Programs
Southwest AirlinesBellyDiscover Rewards
Starbucks
Sephora
CVSWalgreens Barnes & Noble Petco
Panera Bread
Panera Bread
Best Buy
Papa John’s
Safeway
Target National Car RentalPlenti
POINTS BASED
SPEND BASED
TIERED
DISCOUNT
COALITIONHilton HHonors
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Types of Loyalty Programs
Southwest AirlinesBellyDiscover Rewards
Starbucks
Sephora
CVSWalgreens Barnes & Noble Petco
Panera Bread
Panera Bread
Best Buy
Papa John’s
Safeway
Target National Car RentalPlenti
POINTS BASED
SPEND BASED
TIERED
DISCOUNT
COALITIONHilton HHonors
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Types of Loyalty Programs
Southwest AirlinesBellyDiscover Rewards
Starbucks
Sephora
CVSWalgreens Barnes & Noble Petco
Panera Bread
Panera Bread
Best Buy
Papa John’s
Safeway
Target National Car RentalPlenti
POINTS BASED
SPEND BASED
TIERED
DISCOUNT
COALITIONHilton HHonors
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Types of Loyalty Programs
Southwest AirlinesBellyDiscover Rewards
Starbucks
Sephora
CVSWalgreens Barnes & Noble Petco
Panera Bread
Panera Bread
Best Buy
Papa John’s
Safeway
Target National Car RentalHilton HHonors
Plenti
POINTS BASED
SPEND BASED
TIERED
DISCOUNT
COALITION
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5 Common Loyalty Program Mistakes
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Common Loyalty Program Mistakes MISTAKE #1
Creating Rewards That Are Not Valuable To Customers
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Common Loyalty Program Mistakes
A Poor Customer Enrollment Process
MISTAKE #2
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Common Loyalty Program Mistakes MISTAKE #3
Not Promoting Loyalty Program To Customers
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Common Loyalty Program Mistakes MISTAKE #4
Not Sending Targeted Offers To Your Customers
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Common Loyalty Program Mistakes MISTAKE #5
Initiating A Program Without Understanding How To Track Effectiveness
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How To Market & Manage Your Loyalty
Program
Send An Announcement Email
Engage Your Employees & Staff
Tweet, Post & Share It
Iterate Rewards Based On Customer Response
Market Your Program In-Store
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How To Market & Manage Your Loyalty Program
Send An Announcement Email
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How To Market & Manage Your Loyalty Program
Engage Your Employees & Staff
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How To Market & Manage Your Loyalty Program
Tweet, Post & Share It
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How To Market & Manage Your Loyalty Program
Iterate Rewards Based On Customer Response
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How To Market & Manage Your Loyalty Program
Market Your Program In-Store
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How To Measure Effectiveness Of Your Loyalty Program
New vs. Returning customer %
Net Promoter Score
Customer Visit Frequency
Customer Engagement
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Plan For Omni-Channel
Remember To Put The
Customer First
Consider A Digital Loyalty Program
But, What Next?
Focus on Customer Retention