How does a loyalty program encourage sales and customer loyalty?

Every business aims to bring their product or service to market and make a profit by selling to as many customers as possible. Customer relationship management (CRM) is a strategy that focuses on customers and builds a long-term relationship with them by bringing them added value. The advantages that the implementation RCMP The benefits are many: building customer loyalty, increasing the number of transactions, reducing costs, increasing profitability, providing additional service, giving feedback, developing sales and service skills, motivating and rewarding customers and employees.

CRM is the management of relationships in such a way that the partnership with customers grows, prospers and remains favorable all the time. For most business organizations that want to maintain their business in a modern environment, consumer loyalty is what they are looking for. Greater consumer loyalty also brings greater profitability, which implies the ability to remain a stable or profitable consumer. Loyal consumers will spend more and more often in certain stores, i.e. come back for more products.

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The concept of loyalty program can be explained as a formal relationship between customers fulfilling the conditions set by the brand. Customers make efforts to become members and in return receive benefits that are only available to program members. A study of loyalty programs revealed five elements present in most programs: database, membership process, added value for customerscustomer rewards and recognition.

Customer retention is one of the key elements of retention. Many companies have realized that in the long term, and economically, it is much more profitable to retain existing customers than to devote resources such as time and money to identifying and developing new ones. clients. Again, value is often more important to customers than price and therefore they might be less price sensitive when purchasing products and/or services they know and trust. Of course, to build loyalty, a company must reorient its marketing strategy and target not only new customers but also existing customers.

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The main objective of creating a loyalty program is to inform customers about the quality of products/services and in order to gain their confidence that existing needs will be met in accordance with the expectations of loyal customers. Information about the quality of products/services can be disseminated by applying mass communication media. A personalized promotional message, which aims to build trust with a specific customer in a manner consistent with their individual expectations, cannot be disseminated through mass communication media.

As early as the 1980s, major advances were made in improving loyalty programs. Insofar as it was impossible to establish a close relationship with the large groups, it was necessary to identify the customers. To improve direct marketing, companies are introducing databases to better understand information about their customers. Various reward systems are also introduced to encourage its customers to use the program.

Source: freepik

Today, there are many different types of loyalty programs offered to consumers depending on the type of business the business does.
The most basic model of the loyalty program is accessible to everyone and rewards its loyal customers. It is also possible to set a minimum amount that the consumer must spend to qualify for an additional discount or reward. There are also those loyalty programs that collect user data in a database, and use and analyze it to improve merchandise turnover.

What we can often encounter is that some companies charge for joining the loyalty program. As useless as it may seem, because instead of rewarding the customer with extra money, this program has its benefits with each subsequent purchase. For example, you pay a $50 membership fee, but with each subsequent purchase, you buy at prices formed specifically for program users, so instead of $300 for a mattress, you’ll only pay $120. Even better, the buyer be informed of every subsequent action, which is in favor of him and the company.

Thus, we can say that the objective of the loyalty program is to maintain sales levels, network and profits, to increase the loyalty of existing customers and to encourage future purchases from existing customers. Precisely because both parties benefit from this program, loyalty programs are increasingly represented in sales. If you want to know more go here.

Source: freepik

Customer retention is always an easy task and it is up to the the society to design the strategy that seems most appropriate. Some companies continually invest in lowering the prices of products offered on store shelves, while others care more about the image of the company and thus strive to position themselves more strongly in the market. But one thing is certain: the customer always remembers when he is treated well, that is, when he receives the appropriate service.

Customers should always have a reason to come back, so fresh motivation is always needed. So, it could be said that the first step that a company should take is to create loyal employees because they are the mirror of the company in which they work. This is easier to achieve with loyalty programs, offering customers discounts, rewards, cards to collect extra points that they can use for a discount when shopping, etc. In this way, the company can monitor the consumption of its customers and see what products they buy and how often.

Final Thoughts

Companies that choose to introduce a loyalty program in their activity must ensure the quality of the background implied by the marketing information system. The company must hold quality and accurate information on its consumers. Loyalty programs should be created with a clear business objective and purpose so as not to harm business operations.

A satisfied customer can then become a loyal customer, which guarantees constant traffic, maintains market share and provides an opportunity to expand the market. Dissatisfied customers act negatively by spreading the negative experience to potential customers. Customers act emotionally stronger when they are dissatisfied, they turn their disappointment into strong anger, resentment, and that is why necessarily delight the bidder. Their positive effects are then stronger. This is why the bidder must know what customers expect of him and how his product or service expects him to perform.

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Joseph P. Harris