Driving repeat transactions with new members
New members are the lifeblood of a loyalty program. But getting a customer to enroll is just the first step in what should become a long and lucrative relationship. How are you leveraging your loyalty program and marketing tactics to encourage new members to return for a 2nd, 3rd or more transactions?
Bounce Back offer – some programs opt to offer members a discount on that first transaction, but a bounce-back offer could make for a stronger marketing offer. You can offer a larger discount for that future transaction. Plus you’ve accomplished that all-important step of driving the second transaction.
Profile Completion – Survey customers or develop an online profile to learn more about their preferences and interests. Consider offering a bonus reward or discount for a future transaction to sweeten the pot.
Rewards For Engagement – help “fast track” new members to that first or next reward by offering a variety of ways to earn bonus points. Offer points for writing a product review or completing a survey or playing a game. Any of these could push them over or at least closer to that next reward goal.
Next Best Marketing action – Evolve your onboarding marketing by employing Next Best Action Marketing. Have they downloaded the app? Are there adjacent products to the items in their first basket that you could encourage them to purchase? Find simple ways to leverage data and immediately drive marketing engagement with thoughtful and personalized content.
Leverage Social Media – encourage new members to join in the dialog and follow the brand. Posting pictures and content can be another way to earn bonus points for engagement, but it also encourages them to peruse content from other members.
New Member Education – are you helping your new members maneuver through all the benefits of your program? While most programs offer an array of benefits, typically there is a handful that are key drivers of member engagement and retention, and ultimately, profitability. Reduce confusion for new members by developing clear and simple new-member communications that focus on the most critical benefits or behaviors you want to encourage. Make sure members understand how to access and utilize these and then monitor utilization rates. Provide follow-up communications and offers to push members along as needed.
Once a new member has joined, it’s imperative to find ways to keep that relationship moving forward. Leverage points, data, and components of your program to entice them to continue shopping.
About Grant McCloud
With a degree in Economics from Millikin University, Grant McCloud, has established a 20+ year marketing career focused on managing CRM and engagement strategies for a wide range of retail and merchant brands including PayPal, Orbitz, HP, Continental Airlines, American Express and GE Consumer Finance. He has been with Brierley for nearly 3 years.
Brierley offers a range of F.A.S.T. Track modules that deliver strategy and consumer insights that can help you in evaluating and enhancing your member experience. Our Strategy and CI Teams can help with projects such as CX Journey Mapping, Competitor Evaluations, Communication Audits, Loyalty Ideation Workshops, and more to ensure you maximize every opportunity to drive engagement. To learn more, contact us.
