It's that time of the week when I give a knock on your inbox😋
This has been a super special month, Xeno completed 7 years last week! Just can’t fathom where all these years went by.
We started Xeno with one mission- to create an impact in the world of marketing. 7 years in, it feels amazing to see that dream turning into reality and to see Xeno becoming a dominant attribute in today’s growing industry.
Talking about the growing industry, I cannot not talk about Loyalty Programs. The buzz that started 20 years ago still hasn’t gone down. But a lot has changed since then. The customers have changed, and their behaviors have changed so why are we still on the same old loyalty programs even today?
Let’s figure out how we can create customer loyalty through personalized marketing for the customer of 2022.
Let’s not wait to unravel the mystery:
🤯The same old Earn & Burn Loyalty Program? Not happening anymore!
Although Earn & Buy Programs do work for brands, today’s customers expect a lot more than just point-based rewards. They want brands to make them feel special and offer exclusive experiences & benefits. It’s more about engagement today than rewards.
Consumers of today seek instant gratification and personal connection when it comes to building meaningful relationships. For a customer of 2022, there is no one-size-fits-all solution.
Long story short, you can’t let your loyalty programs become the reason for the lack of customer loyalty, engagement & trust.
🤓Understand what your customer really wants!
Here’s a simple way to think about building a successful loyalty program, “A customer buys a dress because they need something to wear for a party. The product solves the customer's problem of wearing something for the party. What program does your loyalty program solve for your customer?”
When we start thinking like this, we’ll hit the nail on the loyalty program that’ll solve our customers. A loyalty program that delivers value to the customers of 2021.Here’s what they might expect:
- Exclusive experiences & special benefits.
- Instant gratification & surprises
- In-store & online redemption of loyalty points
- Personalized loyalty journeys
😍Offer a personalized loyalty journey for each customer!
Personalization and customer loyalty go hand in hand. There are many reasons why customers would lose interest in your loyalty program & one reason surely will be if you're not catering to their needs and what they want. Let us look at some of the steps that you could take to establish a personalized loyalty program:
- Sending welcome email as soon as a customer signs up with your brand.
- Reach out to the customer with a holistic view of your loyalty program & the reward points as soon as a customer makes the first purchase.
- Establishing relationships via personalized marketing email giving new product suggestions based on the last purchase.
- Initiating reminder emails to customers about ongoing offers/sale.
- Build an omnichannel approach to accomplish your goals.
- Offer more than just Discounts!
👀How other brands are doing it?
If you are just getting started, I suggest creating your loyalty program based on H&M. The benefit of this program goes beyond just the reward points — members receive personalized offers as well as access to exclusive events reserved and can even sign up for birthdays, get free shipping, and more!
One of the best examples of personalization in marketing & omnichannel strategy is Sephora’s Beauty Insider loyalty program. No wonder why women love this brand! The program not only allows you to link your in-store and mobile app but also lets you book in-store makeovers, and provides recommendations, and virtual product trial experiences.
At the heart of any loyalty program is a well-orchestrated series of communications. By creating a journey that is unique to your customers, you do more than just building customer loyalty. Not only will this help your customers feel more special but it will also allow you to maximize the revenue that can be made off your loyalty program as well!
How Colorbar revamped their Loyalty Program leading to an incremental revenue of 46%
Just like every other brand, Colorbar relied on the same earn and burn loyalty program which had almost 0 effect on the customer..
They knew it was time to move on & build a loyalty program that makes their customer feel special.
With Xeno onboard Colorbar revamped their whole loyalty program and generated 46% Incremental Revenue🎊🎊
Learn the step-by-step strategies used by them here.
That’s all for today. Hope you have a killer weekend.
I will see you again very soon,