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• Enroll new customers – X per month
• % of store transactions by loyal customers
• Increase customer frequency
• Turn new customers into regulars
• Increase ticket averages
• Reduce indiscriminate discounts
• Prevent customer loss
Loyalty Goals
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Increase Enrollments:
• Average enrollment per month
High enrollment per month
• Higher enrollments than e-mail club
alone
ROI Examples
85
560
4x
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Increased Ticket Averages:
• 4 locations in a chain studied
• 4 order types analyzed
ROI Examples
Higher ticket average for loyalty
customers vs. non loyalty customers
(even with loyalty discounts)
$2.14
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Turn New Customers into Regulars:
ROI Examples
Average # of NEW Loyalty customers
who returned at least once after initial
order (3 mo. period studied)
27%
12%
Average # of NEW NON-loyalty customers
who returned at least once after initial order.
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• Turn New Customers into Regulars:
ROI Examples
Average # of NEW Loyalty customers
who returned at least TWICE after
initial order.
14%
3%
Average # of NEW NON-loyalty customers who
returned at least TWICE after initial order.
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Increased Customer Frequency:
ROI Examples
Average transaction count of new
Loyalty customers over 3 months.1.66
1.17
Average transaction count of new, non-loyalty
customers over 3 months.
.49 Difference in 3 months = $22.90 added value
per loyalty customer per year.
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Increased Customer Frequency:
ROI Examples
Added bottom line value based on
increased frequency with 1500 active
loyalty customers
$34,350
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Enrollments
Text To Join
• Enroll with mobile
• Option to reply with e-mail
• Or receive via text
Join
Thanks for joining XYZ
Rewards. Click Here
to activate!
83%
Of texts are read within 1 hour.
SMS is preferred communication method
for under 25
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Enrollments
Don’t forget your
customer receipts!
Subtotal: $16.00
Tax: $1.49
Total: $17.49
Cash: $18.00
Change: $.51
Join our VIP program &
get a free pastry plus
rewards for your
purchases. Join at
www.rewards.com OR
text JOIN to 555-555-
1212
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Your Campaign
• Welcome
• Birthday / Half / Extra
• Anniversary (wedding or
sign up)
• Lapsed / miss you
• Rewards
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Your Campaign
Interval – 2 days / 3 month / after join:
• Tell your story
• Community involvement
• Menu information / ingredients
• Promote catering
• Promote parties
• Engage & Involve
• Like us on Facebook or Twitter
• Facebook Connect invite
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Your Campaign
Each Transaction ($ amt)
• $ amount criteria
• No more than 1x every X months
• Survey
• Invite a review on yelp
• A special thank you on large transactions
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Your Campaign
POS Point Bucket Rewards
• Reward criteria from your POS
• Can be item-specific or category
• Buy 10 get 1 free pizza / coffee / sandwich
• Multi-store capable
• Issue a reward from SalesBuilder
• Use in addition to or alternative to $ based
rewards.
NEW!
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Your Campaign
• Near A Reward
• Triggers at a specified point balance
• Does not reset the balance
• Let customers know they are close to a
reward – incent another purchase
• Can merge in points earned, point total,
points needed.
Tutorial: Adding a media element
NEW!
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Your Rewards
How Often & How Much?
• About 4-7 visits to earn a reward
• Average is 10% value ($5 after $50 spent)
• $ off vs. Free Item
• Purchase required?
• Lifetime spend rewards
• Should you tell customers the details?
• Change your rewards sometimes!
Tutorial: Changing your rewards
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Creative Ideas:
•Hold a grand prize drawing & award entries
• Give “experiences”
• Lunch for 2 @ school or the office
• A Pizza A Month For A Year
• In store Events
• T-shirts, hats, logo items
• Team up with partners / movie tickets / dessert
/ your vendors
• Post your prizes visibly!
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Your Message
Make your message fit your brand!
• Edit your emails to make them more personal
• Tell your story
• Include a photo & personal contact info
• Include point balance / points needed
Tutorial: Editing campaign emails & loading
pictures
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Broadcasts
Try to broadcast monthly.
• Use standard template OR holiday templates
• “Item of the Month”
• Team members / news
• Great opportunity to include point data
Tutorial: Broadcast / templates
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Affiliates
• Connect with community
organizations
• Gain new members
• Emotional connection to
customers
Tutorial: Using Affiliates
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SMS Codes
• Great for events
• Can use for existing or new
customers – tags them
• Can trigger standard or special
campaign
• Can trigger a special message
with offer.
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Surveys
• Ongoing feedback
• Can respond
directly, with an
offer attached if
needed.
• Bonus points
• Reply to email!
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Facebook
• Invite customers to connect
for bonus points
• Post “as them” for
transactions & rewards
earned
• Referral Join link
• App in FB shows status
TUTORIAL: How to set up
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Email Invites
• Import email lists
• Emails from online orders
• Invite to join OR just set
on campaign
