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Loyalty Best PracticesUsing SalesBuilder
Duessa Holscher, Director of Marketing
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Loyalty:Def.2: A feeling or attitude of
devoted attachment and affection
Why Loyalty?
• Behavioral Loyalty • Emotional Loyalty
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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
1.17Average 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
Be Clear About Benefits!
>What do I get now?>What do I get after enrolling?>What do I get long term?
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Enrollments
In-Store Publicity
• Signage at register• QR Code• Script your staff• Staff Incentives / Contest• Box Toppers
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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
High Tech Tablet . . .
Or Low Tech Fishbowl . . .
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Enrollments
Don’t forget your customer receipts!
Subtotal: $16.00Tax: $1.49Total: $17.49Cash: $18.00Change: $.51
Join our VIP program & get a free pastry plus rewards for your purchases. Join at www.rewards.com OR text JOIN to 555-555-1212
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Enrollments
Featured on your website
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Enrollments
And frequently on Facebook
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Enrollments
Online Orders:
Make sure the final upsell page features your program benefits
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Enrollments
Your Sign Up Page• Customizable• Choose fields to display• Choose fields to require
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Enrollments
Your Sign Up Page• Add custom fields (tags)
Tutorial: Choose fields & add/use tags, edit sign up
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Your Campaign
• Welcome• Birthday / Half / Extra• Anniversary (wedding or sign up)• Lapsed / miss you• Rewards
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Your CampaignInterval – 2 days / 3 month / after join:• Tell your story• Community involvement• Menu information / ingredients • Promote catering• Promote parties• Engage & Involve• Like us on Facebook or Twitter• Facebook Connect invite
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Your Campaign
Each Transaction ($ 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 MessageMake 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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BroadcastsTry 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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Referrals• Customer PURL• Referral bonus• Promote in emails or with Facebook app
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Affiliates• Connect with community organizations• Gain new members• Emotional connection to customers
Tutorial: Using Affiliates
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Promo Codes
• Customize your welcome offer• Great for handouts / biz cards / events / schools
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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 statusTUTORIAL: 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
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Evaluating Results• Track Enrollments AV: 1618• Ticket Average• Visits AV V-M 29%• % w/Redemption– AV: V-R 23%
• Media Performance• Custom Criteria
