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3 Factors that Make Loyalty Programs Deliver Incremental Revenue

With a greater understanding of customer spending and visit habits, marketing becomes more agile, is able to make informed decisions, and can ultimately compel repeat visits and increase baskets through relevant engagement.

There are three main factors that make a loyalty program successful:

  1. A well-designed program. Core loyalty programs typically motivate members to increase visits and spend. Customers need to feel the value of being a member. They should be earning a reward around every 4 to 6 visits. It is best to make sure you have low-value redemption options such as a cup of coffee or a candy bar that customers can work towards redeeming and feel as though they are being rewarded fairly.

Running various kinds of promotions is another key component in a well-designed program. Promotions keep the program interesting and fresh in the eyes of the customer. Getting a surprise reward makes customers excited and more willing to engage in the program.

  1. CPG deals that are aligned with your brands goals. Vendors have their own interest that may not always align with your bottom line. Ensure CPG-sponsored promotions are driving extra traffic into your store, or add incremental spending. Good relationships with vendors allow your brand to work with them on promotions and ways to effectively use their funds. Instead of running a buy one get one free promotion you can use these funds in different ways to drive more visits and spend. For example, drive more full price purchases of an item and in return your customers can earn bonus points towards their next reward.
  2. Support from all levels of your organization. Programs succeed when executive buy-in is present. Harnessing the influence that the top of the organization wields reaches all aspects of the program from motivating general managers to train staff and be accountable for the program metrics in their district to addressing franchisee concerns about discounting. When buy-in is present throughout the entire organization, brands will try new things and continually evolve the strategy that makes an impact on the business.

Learn more about building a well-designed program and engaging your customers by watching this webinar “Brilliant! Reward Program Design Principles for Convenience Stores.”

Convert More Fuel Visits into Store Visits

WebOn average about 300 people visit a store’s gas pumps a day, but only 35 percent of those customers step foot in the store. The opportunity to compel store visits is palpable – you are not unlike other marketers who dream of solving this dilemma. We all know that margin, for the most part, lives in the store, not at the pump. Which is why converting fuel customers to frequent in-store patrons is like the brass ring of convenience store marketing.

For years, marketers have tried to solve this challenge. Some send the same ‘buy one coffee get one free’ offer to all customers and then hope it pulls them in. Others have invested in expensive pump displays, point of purchase material and more to convert that customer. There is even a group that has given up trying to convert them – leaving room for competitors to grab their customers instead. There is a better way to motivate store visits.

Use an individual’s purchase data to compel in-store sales.

With individual contact information, such as […]

Why is the Beloved Open Rate Failing Marketers?

pinkberryA cornerstone of email marketing is testing. Perhaps it’s the day of the week that you send the message, or even the imagery and text inside the message. Arguably the
most prevalent element marketers test is the subject line. The appeal of doing so is clear: You have approximately two seconds to get the reader’s attention in their inbox as their finger hovers over the delete button. Optimizing those seconds is mission critical. Search for “subject line testing” on Google and you’ll be consumed by over 6.4 million results. The majority of that content will tell you that the “winning” subject line hinges on one key metric: the message’s open rate.

One of our clients, Pinkberry, performed an A/B subject line test. With an open rate that was 12 percent higher than subject line A, subject line B outperformed its counterpart. Based on conventional wisdom, Pinkberry should have gauged subject line B as the clear winner, right? Wrong. Most email marketers […]

You Are Busy, Segmentation Should Not Take Up Your Day!

How many times have you sat at your desk watching the results of a campaign you were excited to roll out, only to see those stats flat line, or worse, nosedive into a negative return on investment? Without a doubt it is the defining moment of any marketer’s career. It becomes that “aha” moment where you can say, “I probably should have segmented the audience for this campaign.”joelblog

Segmentation has long been a core component of Paytronix’s 1-to-1 marketing platform. Studies show that segmentation is a vital tool in any marketing promotion, as relevant communication drives 18% more revenue than broadcast communication. In fact, […]