RETHINKING
LOYALTY
The big commercial questions...
emotional brand connection
oUR POV
HELPING YOU FIND THE SWEET SPOT OF LOYALTY
Emotional
loyalty
Get the right loyalty ingredients for your category and and it can transform the relationship with customers from functional and behavioural, to an emotional loyalty state.
There is real value in a loyalty scheme when getting the ingredients right. But you need have clear and confident answers to the following answers to succeed.
behavioural loyalty
KEy QUESTIONS TO ASK
Do you really need a loyalty scheme?
probably not, unless you have clear purpose and commercial goals
Q
What’s the real business goal
Unless you’re a giant retailer with millions of customers a loyalty scheme might not be the right solution. Is the value from the improved behavioural loyalty? emotional loyalty? or value in the dataset you would capture?
Q
What will you be rewarding?
Spend, key behaviours like frequency of interactions, or getting others involved (introduce a friend)
Q
Who will you be rewarding?
Are you targeting those already frequently spending to protect from competitors, or looking to drive greater purchase from those audiences spending less or are less engaged
Q
Can you really stand out in the crowded market?
Is the proposition and incentive different to others? Distinctive and relevant to your brand? or something really disruptive to stand out?
Q
Can you afford to offer the types of rewards customers will expect?
Loyalty schemes aren’t cheap so what is the minimum needed to reward based on projected outcomes? or will this be a sunk cost for the future?
Disruptive thinking
Reframing problems and challenging the status quo to identify new ways to drive behaviour change
Time to rethink loyalty?
Innovative solutions
Combining our expert consultancy and global qual and quant robust insight solutions
Give us a shout at
Distinctive delivery
hello@disrupt-insight.com
Outputs with impact designed to engage and tell the real human and commercial stories
(C) Disrupt Insight 2024