The concept of "loyalty program" or "regular guest program" has been known in the hotel business since the early 80s of the last century, when the first of them was created - InterContinental Hotel Group's Priority Club Rewards. Now there are several dozens of international "loyalty programs" covering the activities of chain hotels, and if we count the programs that independent hotels and hotel chains of individual countries have introduced into their practice, then there are hundreds of them.

The popularity of loyalty programs is due to their exceptional "usefulness" to both stakeholders. Hotel guests get the opportunity to travel more often or with greater comfort, while paying less, and for the hotels themselves this is a great opportunity not only to keep the consumer of the service without special efforts, but also regularly increase the number regular customers. This was facilitated by joining the loyalty programs of many airlines. The United States was the first to think of this, where it is absolutely normal for a businessman to attend negotiations in two or three cities in one day (using the services of airlines); other countries soon took up the initiative.

So what is a "loyalty program"? Its essence is as follows: the hotel client is offered to become a member of the discount system. Previously, such a service was available for a certain amount, but now more and more often the connection to the system is free. Sometimes there is a purely symbolic "fee" - guests receive entry-level "Regular Guest Cards" if they stay at the hotel for a certain period (say, a week), they catch one or another PR campaign during their stay, or simply like the hotel management.
After joining the club, points are credited to the card every time a guest visits any of the chain's hotels that support this program. Sometimes points are also awarded for meals at a restaurant, use of a business center, etc. Their number is directly proportional to how often the guest stays in hotels and uses certain services. Well, in exchange for the acquired points, a member of such a club system can receive certain bonuses, i.e. services. Their range is very wide: from the possibility of early check-in / late check-out or a free cocktail to returning to the hotel after a working day to providing a chic penthouse for the weekend, and absolutely free.
As we have already said, airlines are also willing to participate in loyalty programs: very often at the reception of a hotel you can see an announcement about crediting bonus miles for flights with one or another airline for every night spent at the hotel. Sometimes a traveler has the opportunity to choose whether to use the accumulated points as payment for hotel services or receive a discount on an air ticket. But that's not all, some chain hotels, such as the Hilton, offer the so-called. double discounts, when both accommodation and air tickets are cheaper for the guest: this program is very popular.
However, not only it: Marriott Rewards of the Marriott hotel chain is rightfully recognized as one of the best loyalty programs in the hotel business today. Thanks to cooperation with 31 airlines, as well as a variety of bonuses offered to customers, more than 25 million people now participate in it.
More than 200 hotels and nine airlines are connected to the program of the Hyatt hotel chain - Hyatt Gold Passport.
It would be unfair not to mention Priority Club Rewards, the leading travel and hospitality loyalty program spanning a range of brands: InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites and Candlewood Suites and many more chains. and non-chain hotels. Thanks to the variety of brands included in the program, the cardholder can choose any of the 3,700 hotels of the most different levels and around the world, as well as take advantage of discounts when ordering services from more than 40 airlines by exchanging bonus points for flight miles. In addition, over 10,000 restaurants and a range of partner credit cards participate in Priority Club Rewards.

Even just listing loyalty programs can take a long time; so let's move on to the essential aspect already mentioned above. Not everyone knows that loyalty programs are offered to their customers not only by international chains, but also by Russian hotels, both chain and independent. Many of them have developed a very attractive system of discounts, bonuses and "compliments" for regular guests, especially for the corporate segment of the clientele, a significant part of which is business travelers.

Interestingly, in some cases, hotels can consider corporate clients to be the ideal target audience. Why? Private clients, tourists and similar categories of citizens are mostly interested in living in a comfortable room at a reasonable price: other services offered to them by a hotel usually do not attract them much. Why, tell me, for a guest who came on a tour from the region to rent a room in a business center or five possible options for organizing an international conference call directly from the room? At best, he will be interested in a restaurant and spa-center services, and even then if they are offered at a discount.
Whereas business people, especially top managers of large companies, staying at a hotel even for just a couple of days, are able to mobilize all the resources provided by the hotel. They can rent a conference room, request special equipment for a seminar, hire a waiter to serve in the lobby exclusively for them. business negotiations; “put on the ears” of the reception, if in some corner where he wanted to sit in silence with a laptop, a “dead” wi-fi zone is found ... The laundry is busy putting the suit in order, the concierge selects the best route for moving around the city without traffic jams, at the same time, the reception orders air tickets and transfers ... And, believe me, the client, who was provided with all of the above in the shortest possible time in the best possible way, is inclined to “stick” forever to such a caring hotel. He will come to the hotel of this chain more and more often, and thanks to the discounts of the loyalty program, he will buy more and more services. Because he really needs all of them, and the chance to get some kind of service quickly, efficiently and at half price, or even for free (especially for a person who earns a lot, which means he is used to counting his money) is the best "bait".
Hoteliers have taken this fact into service, in almost every self-respecting hotel, in addition to the standard discount grid for members of the loyalty program that operates in this hotel, Special offers for corporate clients and business travelers.

RENAISSANCE SAINT PETERSBURG BALTICK; COURTYARD BY MARRIOTT SAINT PETERSBURG VASILIEVSKY
The Marriott hotel group in St. Petersburg supports the global bonus programs of the Marriott International company (Marriott Int.). One of them is Marriott Rewards. Guests participating in the program receive bonus points for staying or hosting events at the hotels of the network, which they can later exchange for airline tickets or a certificate for staying at a Marriott hotel. The guest himself chooses whether to accumulate points for accommodation or air miles. In particular, every dollar spent is one mile.
Renaissance St. Petersburg Baltic and Courtyard by Marriott St. Petersburg Vasilievsky hotels offer guests participation in the Preference Plus bonus program. All its participants who book events or stay of their colleagues in the specified hotels accumulate bonus points, which can later be exchanged for prizes and gifts. For every $100 spent, you earn 1 point. For example, for 15 points you can get a cake from a pastry chef, and for 300 points you can get a stay at a chain hotel in continental Europe.
HOTEL "MILAN" (Moscow)
Corporate clients can take advantage of the following discounts or bonuses.
For business travelers, a special reduced price for accommodation is set (from 3800 rubles per person).
There are discounts for holding an event depending on the number of people, if there are less than 50 participants - discounts will be up to 50%, if more than 50 - up to 70%. Equipment in conference rooms for corporate clients is provided free of charge; group members are also given a discount on accommodation in Milan from 50 to 70%, and on meals in the hotel restaurant - up to 50%. Event organizers can stay at the hotel for free.
Also, corporate clients have the opportunity to conclude a contract for a year at a fixed price, not to mention the fact that they enjoy the priority right to book even in high seasons. In particular, it was this offer that led to an interesting long-term contract with Cathay Pacific. This Hong Kong flagship airline operates scheduled passenger and cargo flights to 114 cities worldwide and is one of six international airlines with a five-star Skytrax rating. For employees of this company, Milan provides a fixed price for accommodation and meals for the entire period of cooperation, regardless of inflation, seasonality, hotel occupancy, price fluctuations, etc.
HOTEL "IRIS CONGRESS HOTEL (Moscow)", which was previously part of various chains, is currently developing new types of programs. They will be calculated for the main segments - corporate, tourist and conference segments, with a certain gradation of the discount system for each segment. "Iris Congress Hotel" traditionally pays great attention to gifts for the loyalty of partners and guests. These are, as a rule, hotel services in the form of various vouchers (for accommodation on holidays, for festive events held at the hotel, dinners, visits to the fitness center, etc.). According to the staff, guests are especially happy to receive gifts in the form of culinary masterpieces from the hotel's pastry chef.
In addition, each partner company of the hotel receives gifts from the sales department, sometimes small, but pleasant: various souvenirs, which the hotel tries to make as diverse as possible. The sales and marketing department strives to be constantly in the center of events, regularly conducts guest surveys about the quality of souvenirs in particular, and the level of services provided in general. At the end of the year, the hotel hosts corporate evenings for key business partners from the corporate and travel segments, where company employees are rewarded for the most nights booked.
As for affiliate programs, we are currently negotiating with several airlines and banks to accrue miles and bonus points, if you have a bonus card in the first case and pay for services with a bank card in the second.
HOTEL AND RESTAURANT COMPLEX "RING PREMIER HOTEL" (Yaroslavl) made a special gift to its customers on its fifth anniversary, when guests could receive Gold and Silver club cards (Golden Guest, Silver Guest) with a lot of related bonuses just for being among the first guests of the hotel. Although other types of cards also provide many advantages. By the way, in addition to the Standard card (Regular Guest), there is also a "Corporate" (Corporate Guest).
Cards differ in the size of the discount and the number of bonuses and work on an accumulative system, over time the “level” of the card increases.
The hotel loyalty program provides for the opportunity to use discounts even for those corporate clients who do not live in the hotel, but use the services of a restaurant, banquet halls, etc. Thus, when ordering even additional services alone, you can accumulate enough bonuses over time to secure a hotel stay with significant discounts.
Regular Guest Card holders receive one complimentary massage per 3 nights of stay and a 5% discount on beauty salon services per stay.
Silver Guest Card gives 8% discount for the whole stay; two free massages for 3 days of stay; late check-out (within 2 hours after the checkout time - free of charge); 5% discount on a la carte at the Sobinov restaurant.
The Golden Guest card allows you to stay at a hotel with a 10% discount, receive a free massage daily; gives privileges when ordering a room and priority in the waiting list for booking. Its owner can also use a free transfer from the station (to the hotel and back); late check-out service (within 4 hours after checkout time); receive the latest press in your room and a free honeymoon suite.
Among other things, the hotel's loyalty program includes discounts in hotel shops, birthday gifts for birthday parties, free equipment for conference rooms, discounts on events, etc.
In the MAXIMA HOTELS hotel chain, the guest is given an information letter containing his contacts personal manager and offer special rates. Thus, a personalized relationship with each corporate client is established from the very beginning of cooperation.
Guests of any hotel of the network can take advantage of various opportunities to receive an additional discount or bonus. As a rule, corporate clients most often order transfers and meals at a discount. This spring, during the eruption of the Eyjafjallajokull volcano, corporate clients were provided with a free transfer to Moscow airports and an additional 10% discount on accommodation for the period of forced waiting.
The special loyalty program "Honored Guest" was developed exclusively for the guests of "Maxima Hotels". Within its framework, the client receives a discount card and begins to enjoy all the privileges from the second check-in at any hotel of the chain.
First level - Classic card - 5% discount on accommodation, on the services of restaurants, lobby bars and health centers. Next comes the Premium category card - issued upon the tenth check-in at any hotel of the chain or after 15 nights of total stay. With this card you can get a 10% discount on accommodation, 5% on the services of restaurants and lobby bars, 10% on the services of wellness centers. Further, the Exclusive card, received upon the twentieth check-in at any of the hotels of the chain or after 30 nights of total stay. This card gives a 20% discount on accommodation, 10% on the services of restaurants and lobby bars, 20% on wellness centers.
Members of the "Honored Guest" program are provided with additional bonuses, including the possibility of free early check-in or late check-out until 16.00. For Premium or Exclusive card holders - free room upgrade.
Another opportunity for privileges came about through affiliate programs Maxima Hotels. When booking, the guest can choose a cooperation program with a bank or an airline. For example, discounts for holders of some bank cards reach 15%
Cooperation programs with airlines allow you to get both a discount and additional miles on your frequent flyer reward card.
Loyalty programs for corporate clients apply not only to accommodation, but also to conference services. In particular, there are a number of special offers:
- "One in Mind" allows you to get a conference room with equipment for 1 day as a gift during a multi-day event.
- Offer "Maxima-BONUS" includes 3 days of accommodation in a standard double room on weekdays at special prices and one-time use of the conference room during the stay free of charge. When a group is accommodated in 10 rooms at the same time, the 11th is provided free of charge. The nearest plans of the network include the development of a discount card together with well-known sports and entertainment establishments in Moscow and the region. The network has already established strong partnerships with Europe's largest water park, Kva-Kva Park. Corporate clients of the network from time to time receive exclusive bonuses in the form of certificates for visiting it. Now more than 30% of guests are holders of "Honored Guest" cards, which is a clear confirmation of the effectiveness of the loyalty program.
The AZIMUT NETWORK OF HOTELS does not lag behind, where the loyalty program “Your Comfortable Companion” operates, introduced in December 2009 and provides the opportunity to stay and eat at AZIMUT Hotels in different cities of Russia at special prices. Becoming a member of the program is extremely simple - just fill out a questionnaire when checking into a hotel and receive a loyalty program participant card, which begins to operate from the next arrival. There are four statuses in the program: Companion (basic status), Silver Companion, Gold Companion and Platinum Companion. A wide range of services is provided for the segment of business travelers: conference rooms, free Wi-Fi Internet, direct telephone and cable TV in all rooms, 24-hour reception, laundry and the possibility of ordering a transfer.
For six months, more than 500 people became participants in the program. It involves 32 hotels in Russia and the EU countries: in St. Petersburg, Samara, Ufa, Kostroma, Astrakhan, Murmansk, Vladivostok, Stavropol, Moscow region, a project in Moscow, with a total number of 5400 rooms. The network also interacts with AZIMUT Hotels Company Europe hotels, which includes 22 3-4 star hotels located in 17 cities in three countries of the European Union (Austria, Germany and the Czech Republic) - thus, members of the loyalty program can receive "earned" discounts and bonuses also during business trips in Europe.
NETWORK HOTEL SWISSOTEL (Berlin), in addition to the standard bonuses offered by the network in all hotels in the world, presents its own - exclusive - loyalty program Club Swiss Gold, updated in 2010. In addition to special prices, special privileges for regular guests and cumulative discounts, the loyalty program offers new service: "Exceptional Rates for Weekend Breaks". What it is? Every weekend, three Swisstel hotels around the world offer incredible discounts on their rooms. These hotels can be booked strictly one week before the date of arrival. Yes, the rules are quite strict, but the price is very attractive. Yes, by this proposal in August 2010, it was possible to book a hotel in the center of Berlin at a price of 95 euros per day, and in Chicago (USA) - $ 99 per day. And the famous Swisstel Sydney offers a 15% discount for each subsequent night of stay at the hotel to anyone who stays there for at least two nights.
At the service of business clients is a studio-restaurant at a hotel in Berlin, where you can "connect" both the studio itself and the chef to your business events.
But of course, with 48 million members in the industry's largest loyalty program, Priority Club Rewards, it's hard to compete.
INTERCONTINENTAL HOTELS GROUP (IHG) is a global hotel company that is the world's largest in terms of room stock - 650,000 rooms in more than 4,450 hotels in almost a hundred countries around the world. More than 180 million people stay at the company's hotels every year, and, of course, very, very many constantly use the bonuses provided by membership in the "loyalty program".
All points earned can be converted into bonus miles, which are accepted by more than 40 airlines. More than 10 thousand restaurants and a number of partner credit cards participate in the program.
Points do not expire; they can be exchanged for a hotel room even during peak seasons. The conversion of dollars spent into points depends on the hotel system and the level of membership in the loyalty club. So, to get a gift number, it is enough to score 15,000 points. Cardholders get the opportunity to check out of the rooms later, receive pre-prepared keys and documents for the room, various discounts, and so on.
There are three levels of cards, which differ in the services provided and discounts. A significant part of this is the fact that InterContinental Hotels & Resorts and Crowne Plaza purposefully position themselves as a "brand for business travelers." What evidence is there to support such a claim? The main concept of the brand is that you pay for what you really need.
We also mention such useful (and extremely inexpensive for businessmen and corporate clients who are members of loyalty programs) services such as:
- round-the-clock access to the Business Centers at the hotels;
- visiting the Club Lounge where, in addition to food and drinks, guests are offered free internet access, international press, as well as a separate meeting room (in most hotels).
The InterContinental hotel loyalty program - Ambassador - gives guests: international press, room upgrades, free week-end, the ability to accumulate points faster (points never expire)
A special Business Sense program that includes breakfast and additional services (for example, unlimited internet access and a 25% discount on Business Center services) The benefits of the Staybridge Suites brand for business clients are as follows: often fly on business trips for a long time, for which guests are provided with:
Free wireless Internet(WiFi) throughout the hotel.
Convenience store with everything you need right in the hotel.
Complimentary breakfast at Hub Kitchen.
Free evening cocktail after a hard day's work.
The more you live, the less you pay per night starting on the 3rd. Holiday Inn and Holiday Inn Express also offer their own special reward programs for loyal customers, in particular - the corporate segment - to list the benefits of "networks within the chain" loyalty programs Intercontinental Hotels Group and a whole magazine is not enough.

Interestingly, at the recent press breakfast of the Hospitality Ideas & Trends Club (HIT Club), speakers raised the issue of loyalty programs, even though they were not on the agenda. It was about the extreme desirability of interaction between airlines, restaurants, various service companies, as well as hotels. And not only chain hotels in key cities of Russia and the world, but also small independent hotels in the regions. After all, even if several private hotels in a particular city unite and come up with their own loyalty program, which provides for interchangeability in the event of a guest contacting a hotel with a full load, minimal discounts and a small number of bonuses - all the same, with the active announcement of the program and competent communication of information to customers , these small, in fact, measures can significantly stabilize the position of each of the participating hotels in the market, increase the influx of new customers and replenish the number of regular ones.

Prepared by Christina GOLUBEV

How to make buying coffee in Casboutique even more profitable? Loyalty program

All promo codes with discounts on your next purchases you can find in coffee card, - a leaflet with a list of your current order, which will be in your order along with the coffee that you purchased.

For all our customers who have made at least one purchase with us, the following applies:

permanent discount 15% for the entire range of coffee beans and coffee capsules for Nespresso coffee machines;

additional discount of 500 rubles. on all offers with coffee machines, including promotions, where there are already discounts on sets with coffee machines.

Every 2 weeks, in the middle and at the end of the month, for all our customers who make purchases with us, we update promotional codes for a 30% discount in your coffee cards, which are valid for the next 2.5 months. These promo codes are in the sheet with the order(A4 paper in your order). Therefore, in order to retain discounts, you must make one purchase every 2 months (30% discount) without limiting the minimum purchase amount, i.e. generally for any amount.

Or you can always take advantage of 30% discount for the whole and by promo code SKIDKA30 if the total amount of your order is 10 thousand rubles or more. This discount not valid for offer only . Please do not try to use the promotional code in the basket with this promotional offer for 1 ruble. Such an incorrect order will be canceled by the operator upon confirmation of your order.

Promo codes are reusable and can be used multiple times during their validity period by you or your friends. Feel free to share discounts with your friends, and they can then reciprocate by sending you their promo code if suddenly you decide not to buy coffee in the next two months.

Following is an example of usage:
Vasily and Peter are friends. Vasily bought a large supply of coffee and received promotional codes with discounts for subsequent purchases, but because Vasily took coffee in reserve, then he no longer plans to buy coffee in the next 3 or more months. Vasily liked the coffee and advised his friend Peter to also buy coffee at Capsboutique, and told what promotional code Peter would need to enter in the basket on the website so that he would receive a 30% discount, despite the fact that Peter would make a purchase for the first time. Petr heeded his friend's advice and bought coffee at a 30% discount. Vasily is now a client of our online store. Peter promised Vasily that he would tell what promotional codes he would receive for subsequent purchases. Therefore, Vasily, despite the fact that he will not buy coffee in the next 3 or more months, will be able to use Peter's promo code and get a 30% discount when he needs coffee again.

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"Changes in marketing environment affect prices and technology immediately, but strong relationships are not subject to them ”- Regis McKena

Regardless of the size of the company, its most reliable weapon in the competition is long-term customer loyalty. In this article, we decided to cover the topics of customer loyalty management and the formation of customer loyalty - how to win and retain customer loyalty by offering them the best combination of tangible and intangible privileges. The main goals of the loyalty program, how to evaluate the success of loyalty programs, pricing in loyalty programs. As well as customer loyalty programs, examples of the most successful companies in the world, including Volkswagen Club, Kawasaki Riders Club, Swatch the Club, Porsche and others.

How to evaluate the success of a loyalty program to build customer loyalty

The success of a loyalty program, like any other marketing tool, must be measured accordingly. Profitability or loss should be measured, as well as factors that can be assessed automatically: the speed of response to program promotions, brand loyalty.

Practical experience shows that the introduction of a loyalty program brings a tangible effect: sales growth can range from 6 to 80%!

Hierarchy of goals for loyalty programs

What do you offer to build customer loyalty?

Instead of just offering discounts to your customers, have them earn them themselves as a loyalty reward. This will create a favorable situation both for the company and for the customers. Preliminary analysis and calculations are necessary for the competent organization of the strategy, but efforts will certainly be rewarded.

Key Points of Customer Loyalty Programs

Not all loyalty programs on the market are really effective. In order to increase the likelihood of success of the loyalty program implementation, it is necessary to take into account a number of factors:

1. Offer something that is truly valuable to the client.
2. Monitor alternative offers.
3. Make your customers feel unique.
4. The investment in a loyalty program and the profit generated by its implementation must be balanced.
5. Build a close relationship between the company and the client, beneficial to all involved.
6. The loyalty program should be part of the company's existing marketing plans.
7. The most effective loyalty program for interacting with customers is omnichannel (for example, a customer loyalty program).
8. The loyalty program should be integrated into the corporate culture of the company, be clearly planned and easily managed.

A well-designed loyalty program is an effective tool, the results of which are:

- Building strong relationships with customers

- customer interest

- encouragement of regular customers

— efficient use of the budget

- loyal customers

A customer loyalty program is not a way to achieve instant results, it is a long-term scrupulous work. A loyalty program can add value to a product, but not create it.

Already attracted or potential customers?

According to the 80:20 rule, 20% of a company's customers account for 80% of its sales. Based own experience We also believe that the main target group of the loyalty program is the company's regular customers.

Let us give an example of airlines to organize loyalty programs for frequent flyers. The British Airways Executive program ranks as a Blue Class Passenger, then Silver and Gold. US Airways took this concept a little further with the launch of the Dividend Miles program, which also gives customers three statuses, plus Chairman's Preferred status for passengers whose annual flights exceed 100,000 miles (this theme is also beautifully played up in the movie “I Would Like to sky"). The German airline Lufthansa only awards Hon Cards to celebrities.

Pricing in consumer loyalty programs

It is important to remember that giving discounts is the most significant factor in reducing a company's profits.

Turning a loyalty program into a program low prices as a result of discounts

Giving discounts means giving away donations that you can recoup by increasing sales. For example, a company retail provides a 10% discount to all members of its loyalty program. Buyer John Doe, one of the participants in the loyalty program, chose a product for 100 pounds in the store, and the company's markup is 45% of the price of the product, that is, 45 pounds. However, John took advantage of the 10% discount and paid only £90 to the cashier. The company's profit from this purchase will be 35 pounds instead of 45. In order for the company's profit after the discount to not decrease, John's purchases must increase by 26.6%. Even if that customer's additional purchases increase, the company will only make up for what it lost by providing a discount. That is, this approach does not bring profit to the company.

Multi-stage discounts

A multi-stage or incremental discount strategy involves increasing discounts depending on the volume of the purchase. For example, a manufacturer of industrial lighting lamps, which sell for £10 a pack, offers the following rebate scheme on annual purchases: The first 100 sets of lamps are sold at full price; all the following purchases - from 101 to 200 packs - 5% cheaper, from 201 to 300 packs - 10% cheaper. Purchase more than 300 packs and pay 20% off the original price. That is, with an increase in the number of purchases, the discount also increases. The effect of this pricing strategy is that it encourages incremental purchases, new level more and more achievable.

Multidimensional pricing scheme

A multidimensional pricing scheme uses two or more pricing approaches (for example, an upfront payment and subsequent discounts for a certain period of time). The most famous example of such a scheme is the BahnCard of Deutsche Barm AG (the German national railway company), which became a huge success for the company for many years. At the time of the introduction of the new price system, the ticket price was 24 pfenig per 1 kilometer. The new strategy was for buyers of the BahnCard to pay a flat fee of DM 220 for the card, which entitles them to a 50% discount on any train ticket for one year. The more often the card is used, the cheaper the fare becomes, as the advance payment (220 marks) is spread over more kilometers.

This strategy has significantly increased the company's profits and greatly expanded the customer base. Similar multidimensional tariffs are offered by operators mobile communications, telecommunications companies.

Pricing based on time and loyalty

Time-Based and Loyalty Pricing provides discounts based on the length of time a consumer is in the program. For example, the Bell South's President's loyalty program, developed by one of the mobile operators, Bell South, offers its members to accumulate points, the number of which depends on the state of the consumer's accounts, the services he uses (voice mail, for example), and also on how how long he remains her client. The accumulated points are returned to the consumer in the form of various goods and services. Time and loyalty pricing is ideal for building a long-term relationship between customers and a company when it is based on a contract, the duration of the relationship can be measured and appropriate discounts offered. Regular payments by consumers help to pay off the discounts provided.

Discounts for multiple people

Discounts for several people are provided not for the main buyer, but for an additional attracted, if their purchases are connected. Southwest Airlines' Free Partner Flights and Trips program and MCI's Friends and Family Programs are excellent examples. The purpose of these programs is not only to retain regular customers, but also to attract new members. Such a scheme is often used to maximize profits, it is ideal for companies and industries where very low variable costs and very high fixed costs. Many companies involved in the organization of events use these schemes in their work.

Price Guarantees

A not-so-common mechanism in some retail stores where a company guarantees a customer a refund if they make a purchase and then find a similar item cheaper elsewhere.

Examples of successful loyalty programs

Company loyalty program Kawasaki Motors

Kawasaki Motors has been successfully operating in the UK market since 1974. She managed to win success and a stable position in the industry by offering a variety of motorcycle models, as well as other products. To differentiate the business, the company's leaders decided to invest in the creation of the Kawasaki Riders Club loyalty program to win the trust of customers and as a powerful tool for promoting products in the company's multi-level distribution system. In March 1993, the loyalty program was officially launched.

As a result:

– the desire of the participants to use their motorcycles as often as possible has increased

— 54% of customers are considered regular (before the launch of the loyalty program, this figure was only 30%)

- the opinion of the program participants is formulated as follows: "If Kawasaki was a guy, I would buy him a beer!"

Many companies are trying to replicate the success of Kawasaki Motors and its loyalty program. For example, Triumph built its Triumph Owners Club program around the principles of the Kawasaki Riders Club. And Honda has launched its Honda UK Riders Club loyalty program with benefits already tested by Kawasaki Motors.

club card Porsche card

Porsche stands not only for prestige and exclusivity, but above all for quality, technical innovation and design. In 1995, Porsche created the Porsche Card, which is restricted to Porsche owners only. Now only in Germany it is 120 thousand people. The club card is subject to the standards of the No Compromises company and guarantees an exclusive relationship with each owner, and also provides:

- Porsche Traveler Service

- Miles&More award miles

– emergency support service

- business service

- tickets for visiting cultural events

- gift service

- gourmet service

- car rental

- parking and car wash service

– insurance services

— financial benefits, information about the status of accounts

– telephone service 24/7

Club Volkswagen Club

In an ever-increasing competition, direct contact with the customer is becoming a necessity. Volkswagen is the first company that has managed to satisfy customers. Customer Club GmbG was created solely to manage the customer loyalty programs: the Volkswagen Club and the Audi A plus program.

In an effort to emphasize the VIP status of the participants, a complex package of privileges was created, including automobile and travel services, developed modern system accumulation of points, selected partners. Over the five years of its existence, 1.5 million customers have become members of the club, among the dealers of Volkswagen and Audi 95% are active partners of the Volkswagen Club and Audi A plus clubs.

All activities are focused on the main task - to satisfy the client. It is the devotion to customers that makes the concern constantly grow and develop.

Everyone regards marketing as customer acquisition. Kind of like an advertisement. Marketing = advertising. Attracted customers, they bought.

Everyone is satisfied: the head of the company, the customers themselves. The only thing is that it has long been proven that selling to a regular customer is 5 times cheaper than to a new one. And that's the problem with most leaders.

They do not think about how to retain a client, although there are simple and unobtrusive marketing tools for this. For example, a customer loyalty program.

Marketing and discounts

Although no, I'm wrong. Managers and marketers think like . But usually, the maximum they think of is discounts.

Those same banal discounts and, moreover, the greater the discount in their opinion, the higher the probability of retaining a client.

There is definitely truth in this. Only now they forget what discounts mean in business and how much it hits their margin. And all this as a result is very far from a working customer retention system.

And how do you keep...

Let's take as an example a classic situation in any business when a client asks you for a discount and at the same time subtly hints that if you do not give, then the consequences may be irreversible.

Bad option:

- Will you give me a discount?
We don't have discounts.
- Then I'll go buy from competitors!
- Well, I will give you my personal discount of 5%, but only to anyone about it.

A good option :

- Will you give me a discount?
– Yes, if you buy more than 10,000 rubles, you get a 5% discount.
- Okay, I'll buy it then.

The best option :

- Will you give me a discount?
- Of course. Moreover, the more you buy from us, the more discount you get. When buying for 10,000 rubles you will get a 5% discount, and when buying for 20,000 rubles you get a 10% discount.

- Nuuuu, okay, then let's get this coat for 22,000, then it will cost me 19,800.
- Yes that's right.

I think you have now learned the model of the loyalty program for customers, according to which more than half of small businesses in Russia work. And now is the time to change your business and stop being like 99% of your competitors.

If you do not have a loyalty program for customers, it's time to break the system and start it immediately after reading the article, especially since you will learn chips and life hacks that work in modern realities in Russia.

And even more so, if you have exactly the way I described in the examples, urgently fix it!

And if you are lucky and you are not so, I congratulate you, but I still strongly recommend reading the article in order to understand what to add / improve in your loyalty system.

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Three tasks - one way

So. What is a customer loyalty program? In short, it is a way to motivate your customers with three main objectives that most managers forget about when developing it:

1. To retain customers (Will you go to organization B if you have the maximum discount in organization A?!);
2. To increase sales (Will you buy just another 2,000 rubles to get an 8% discount?);
3. To (Remember before everyone went to Letual or Ile De Beaute with other people's cards to buy at the maximum discount?).

And in fact, all customer loyalty programs revolve around two simple actions(I would even say arithmetic operations) - write off or accrue, that is, plus or minus, that is, a discount or accumulative program.

It is them that we will now consider and get to the thought “Which is better - a discount or bonuses?”. If you do not want to read the article further, watch the video:

In general, there are more than 4 loyalty programs, but today we will study only these 4. And yet, get ready that while reading the article, you will have thoughts of changing the old one that works well / poorly for a new one that you will recognize literally within 3 minutes.

Discount Loyalty Program

As I wrote earlier, this is the most common of the loyalty programs, and not only in Russia, but also in the world in general.

Expressed either in a one-time or cumulative discount. As a rule, this is a discount card that gives a certain percentage discount when buying. Why certain?

Because discount cards come with either a fixed or a cumulative discount.

The cumulative discount is due to the following function - when buying at certain price thresholds, the client receives an increase in percentage as a reward for loyalty to the company.

Some are sophisticated and come up with conditions that if the client does not appear with them, for example, once a month, then it goes down a step and so on until he comes to his senses and comes again.

Pros :

• Customers love discounts. In Russia especially. In the conditions of this time is very special.
• Such a program is simple and clear, so it is easy to organize and control.

Minuses :

• Now any person usually has at least 2-3 discount cards of companies in the same field.

  And usually the amount of the discount is the same everywhere. Therefore, in competitive areas, one might say, “loyalty” is more like a word than a really working tool;

• As soon as the client stops growing in the process of winning the maximum discount, his interest to progress in purchases also begins to fade;
• The main disadvantage of discounts is that they are given from net profit (example below).

Let's give an example about the loss of money from net profit due to discounts. Let's say you sell some product for 9,000 rubles. Your margin is - 30% Discount - 5% or 450 rubles. It seems to be a little, BUT!

You have the cost of a product / service that you will not get anywhere, and accordingly you give a discount on your net profit.

Thus, you actually lose 450 rubles not from turnover, but from your net profit, which, for example, is 2,700. It turns out that at the output, taking into account the discount, you earn 2250.

The total size of the discount (if calculated on net money) is not 5% at all, but as much as 17.5%. And this, you see, is essential. Of course, this will not be so noticeable if your margin is 100-200 percent, but what if the discount is larger?

Loyalty bonus program

In this program, the client no longer receives discounts. They magically turn into bonuses. But the principle is the same.

When making a purchase for a certain amount, you receive a certain percentage of bonuses from the transaction amount on your account/card, which you can spend on your next purchase (even exchange for a free product).

The bonuses themselves can be in any form: points, stickers, rubles. Yes, even the fictional currency of the store (not the worst option, by the way).

Pros :

• If you mean repeat purchases, then the system can work for quite a long time and successfully without unnecessary troubles;
• To accumulate a decent number of bonuses, the buyer must buy constantly or in large amounts, which is extremely beneficial for the business owner;
• Bonuses may tend to burn out, which means that this will be an additional incentive to come to you as soon as possible and spend them;
• Not all customers come to spend bonuses, so you can say that you leave this money with your company and end up selling without a discount at all.

Minuses :

• If the purchase is one-time or very expensive / rare, then such a loyalty program will not work. The client simply has no interest in participating in it, since he will not come to you again;
• If you make tricky / complex rules for a loyalty program, buyers may get confused or not understand it at all, which will completely destroy the whole idea of ​​\u200b\u200bcreating it;
• More difficult to control than discounts, so special software may even be needed.

What is the second fastest way to increase profits in any company? Have you thought about the first one? Don't think it's a price increase. The second is to switch from discounts to bonuses.

Remember our example about a product worth 9,000 rubles and a 5% discount? Let's apply it to bonuses. All the same.

You accrued 5% to the client on his bonus card at the first purchase, which he will be able to use at the next purchase. We consider.

1st purchase - 9,000 rubles
2nd purchase (also) - 9,000 rubles
Bonus from the first purchase (lies on his card) - 5% or 450 rubles.

So 2700 (first purchase) + 2700 (second purchase) - 450 (rewards deducted from first purchase) = 4,950 (your net profit minus the bonus discount). The total discount from your profit was 8.5% versus 17.5% in the first case.

Particularly attentive should have noticed that from the second purchase the guest will still receive another 450 rubles to the account and it turns out, as a result, we will give out the same 17.5 percent. And they will be right.

Only if we return to the advantages of this system, we must remember that half of the people will not come, half of the bonuses will burn out and these bonuses will encourage the client to come again.

And also answering your question right away: “What will happen if we cancel discounts and introduce bonuses, will all customers run away?”. Nothing will happen! Yes, some part will leave, but its departure is compensated by an increase in your profit.

Oh, calm, only calm

In general, it is not dangerous. We checked repeatedly. And by the way, the part that will leave is the most unreliable and few customers who are ready to go to the other end of the city if they find a product/service 10 rubles cheaper. You don't have to rely on those.

Although, of course, in order not to be guilty later that your company has ceased to be profitable, I will still make an amendment.

And I have a request for you. No need to ask customers: “Which would you choose: discounts or bonuses?”. The customer will always respond with a discount.

This is how our psychology works - “Good now, bad later”. Therefore, take yourself for ... willpower, cancel discounts (if any) and introduce bonuses.

Life hack. If you want to get a ready-made loyalty program, then I advise ““. Very cool functionality and flexible settings. And with the promo code "INSCALE" - a 10% discount.

Tiered loyalty programs

It is quite simple and at the same time a complex system. The more money a person spends in your company, the more interesting group of customers he gets and the more interesting bonuses he gets.

For example, it can be some additional free services (free shipping, extended warranty, etc.).

That is, by spending more money, the client raises himself in status. Often such loyalty programs are used in banking, insurance or airlines.

Pros :

• Such a program is built on pride, since the more a person spends, the more interesting group he will fall into, which positively affects the client’s desire to spend more;
• Ideal for the segment of VIP and Double-VIP people (double-VIP).

Minuses :

• It is both a minus and a plus. Such a system is ideal only for expensive goods and services;
• You need very strong bonuses when you reach one or another bar;
• Quite difficult to implement and track. Again, you need special software.

Paid loyalty program

Or getting some bonuses / privileges / goodies for a subscription. That is, the client pays money (usually a fixed subscription fee) and as a result receives privileges.

It could be a higher service Additional services, access to some closed resources and the like.

Pros :

• Very easy to organize;
• Ideal for products that are bought frequently;
• Clients buy access to such a loyalty program, but often do not use it (that is, “free money”);
• You can work out the cost of bonuses so that they are the most profitable for you in terms of money.

Minuses :

• If the value (perception) of a paid subscription is below the price, then the whole program may fail.

Let's just say, this is the coolest and strongest loyalty program. The one you get paid for, but let's be realistic.

For this to happen, you need to be a very popular company in your sales territory.

How to choose a loyalty program for customers?

This is a very important point. Since a manager or marketer always perceives his business in a special way, so to speak, “in rose-colored glasses” (this is a fact that is also relevant for us), it is very difficult for them to understand what his client wants.

Yes, to realize everything as in the popular proverb - "Eat the fish and do not wash the pan after yourself." Duck what to do?

1. Trite, but you have to put yourself in the place of the buyer. Let's pretend you have wholesale organization.

   What do you think your favorite (for you) client wants? Accumulate bonuses to exchange them for something free? Or does he want (and is used to) getting discounts here and now?

   Therefore, you take the side of buyers, analyze your range of goods / services and find the answer to these questions.

2. Ask customers who already buy something from you what they want (but remember the stop question: discounts or bonuses?). You can post a survey on the website, in social networks, networks or in your office.

   As a rule, the answers will be from the series “lower prices, more discounts”. But sometimes adequate people will come across who can tell interesting ideas, this is the essence of this action.

3. Do a competitor analysis and decide on one of two strategies:

   3.1 Go the other way. If the client gives a progressive discount, up to the maximum, then it may be better to refuse discounts altogether and switch to a bonus program, just with very interesting prizes.

   3.2 Model it and improve it. Just remember that everything can be ambiguous.

   After all, maybe the competitor miscalculated, introduced discount program loyalty, now he doesn’t earn anything at all and grieves from this at night, but you didn’t analyze it and decided to copy it.

4. And the last step, when you have thought about everything except yourself, ask the same question as in the first paragraph, only to yourself: “What do I want?” or “What benefits me?”.

   Sometimes it is better to make a system with discounts, and sometimes with bonuses. As I wrote above, there is always a factor in the market that can change everything.

   Therefore, calculate under what scheme your company will grow in profit (or in your case it may make sense to grow in turnover to capture market share now).

And finally, a few life hacks that will make your customer loyalty program even more interesting:

1. If you decide to switch to a discount loyalty program, then make it progressive.

   Buying for 10,000 rubles - a 5% discount, for 20,000 rubles - a 7% discount, for 50,000 rubles - a 10% discount.

   The more the customer buys, the bigger the discount he gets. The only thing is that discounts should not be just crazy on an ongoing basis (from 20%), this can play a cruel joke and scare off buyers.

2. If you have a catering or a store, and you count bonuses manually, then rather switch to ready-made solutions that do not cost a lot of money.

   For example, such as Plazius (for catering) or Bazaronline (for retail stores). They already have everything you need. You only need to connect them, calculate the amount of bonuses based on your marginality, and put them into action.

Briefly about the main

Video in the end, how stupid the picture as a whole can look when you complicate it too much and stop understanding yourself 🙂

And a small summary of the article: if you just want to start a customer loyalty program because you need to quickly increase profits, then ... No, it will not help you and you do not need it.

A customer loyalty program is just one of the marketing tools that can get your customer (sorry for the tautology) more often and more in the long run.

And one more parting word - do not complicate. I remember we decided to introduce a loyalty bonus program for one client in the catering.

We've been counting it for about a month. Well, for a very, very long time. He called me constantly and offered new mechanics. Confusing me, and myself, and even future guests of my institution.

In the end, I spat and introduced the following conditions: 20 percent of each check was accumulated for the next visit. As soon as the guests got used to the new system, we began to gradually complicate it.

All entries

Loyalty programs are a reward system for regular customers. They help manufacturers cope with competition, attract and form a pool of loyal customers.

Recently, the effectiveness of such programs has been declining. This was confirmed by the COLLOQUY center, which conducted a study in 2015. The client does not see real benefits, perceives bonus programs as an attempt to sell unnecessary goods and ceases to trust brands.

This doesn't mean they don't work. For each task, it is necessary to select a special loyalty program. In this article, we will analyze 8 programs and help you choose the one that is right for your business.

1. Bonus for every purchase

Where does it work: food, perfume and hardware stores, gas stations, points Catering, airlines.

The more often a customer buys, the more discount they earn. The accumulated points can be used to take a free product or get a discount. The program works in the areas of quick and short-term purchases. Good example in the Russian market - a network of cosmetics and household chemicals "Podruzhka".

How it works?

At the first purchase, the client draws up a card on which bonuses are accrued. The more you buy, the more bonuses come to the card. They can be spent on the following purchases: receive a discount or pay for goods in full.

Chain of stores "Podruzhka"

In Podruzhka cosmetics stores, the assortment differs from the usual Rive Gauche or Letual. The chain's stores are located outside the Garden Ring and in the Moscow region. The main location is residential areas, where a pool of regular customers is formed. Therefore, the range of products is wide, for example, Japanese cosmetics can only be bought here. Prices are affordable, customer service is impeccable.

The company has developed a flexible discount program for customers. The discount depends on the amount for which the client made purchases in the previous month:

Up to 1,000 rubles - 3%

1,000 - 1,500 rubles - 10%

From 1,500 rubles - 15%

With such a system, it is profitable to buy hygiene products, cosmetics and household chemicals in one place. If last month the amount of purchases was 5,000 rubles, then next month the client will receive a discount of 750 rubles. The discount is accumulated regardless of whether you accumulated this amount in one visit, or came to the store several times. But if the client did not have time to use bonuses within the next month, they automatically burn out. This motivates you to buy constantly and receive monthly bonuses.

Pros:

• flexible discount system that motivates you to buy more and keep a high discount;
• accumulated bonus system;
• personal communication with clients. Creates a trusting relationship;
• additional bonuses for purchases.

Minuses:

• the program may not work if there is no communication with clients;
• to participate in the program, you need to make a purchase and receive a bonus card;
• needed Feedback from the client;
• to receive a discount, you need to present a bonus card;
• complex implementation system.

Outcome:

Long-term relationships are formed with the client. For a bonus program, you need a system to reward the client at every stage in order to constantly maintain his interest. The program will work in online stores, offline points of sale, in airlines and hotels. When implementing, you need to know not only the frequency of purchases, but also the average bill. The bonus must be equivalent to the cost.

2. Percentage of all purchases

Where does it work: clothing boutiques, car services, flower shops in a residential area.

A fixed and permanent discount on the next purchase is a simple and inefficient type of loyalty program. The client does not know how much money he has accumulated on the card, so he is not motivated to buy. In addition, to get to a good discount, you need to buy often and a lot. Usually such a frequency is not needed, as a result, the program is forgotten.

A card with a fixed discount percentage is common in stores where purchases are made every 3-6 months. For example, flower shops, clothing boutiques or car service. The discount does not provide additional motivation. Most often, they simply forget about it due to the widespread use of this loyalty program.

How it works?

At the first purchase, the customer draws up a store card with fixed discount. Bonuses do not expire, replenish or cash out. You can use the discount only upon presentation of the card. The loyalty program ceases to influence the repeat purchase.

Loyalty program in GAP stores

When buying from 1500 rubles, the client issues a bonus card with a 5% discount. There is no accumulative system, and an additional discount is given only on the birthday. A client can buy for 5,000 rubles and get his 5%, or for 50,000 rubles and get the same 5% - the discount percentage will not change. During sales periods, the bonus card is not valid. The discount does not change, and it cannot be activated during the sale.

Such a discount program is ineffective, but it will be useful for stores that rent own premises in residential areas. Convenient location and an additional discount will play against a trip to the shopping mall. A card with a fixed discount will not motivate you to buy in the same place: similar discounts are waiting for the client in the opposite boutique with a similar assortment and prices. Therefore, with the same discounts, the client will choose the store that had better service.

Pros:

• the system is not expensive and easy to implement;
• the customer always knows his discount.

Minuses:

• unrecognizability of the loyalty program. Similar programs for everyone;
• limited action. If bonus points can be given, credited or taken away, then this will not work with a discount. She is unchanging and constant.

Outcome:

The discount program is easy to implement, but does not motivate to make purchases more or more often. The company's margins will decrease, but customers will not be interested. It is better not to use the program, but to bet on customer service or product quality.

3. Free Promotion Items

Where does it work: grocery stores, gas stations.

Reward when buying N quantity of goods is suitable for retail stores and service providers. The effect of the program is short-term. Competitors will also use this model, so bonuses are depreciated. Especially if competitors have similar products on sale.

How it works?

The client buys two products for the promotion and receives the third one for free.

Loyalty program in the network of gas stations Gazpromneft

There is a promotion in the Gazprom Neft gas station network: when you buy two products, the second one gets a 50% discount. Client saves ¼ or 25% off total cost. The system increases the average check due to the obvious benefits that can be obtained here and now. If the client has a Gazprom Neft card, then bonuses for the purchase are additionally credited to the club card.

Motivation: bonuses and discounts for purchases. In the future, the client can count on free refueling.

The program works until the client finds out the real price of the goods. Prices in stores at gas stations are overpriced by 15-25% than in supermarkets. At the gas station, the client will buy 3 packs of gum at a price of 2 for 99 rubles per piece. and spend 198 rubles. In the store, such chewing gum costs from 57 rubles per pack. For three packages, the client will pay 171 rubles.

Loss when buying at Gazprom - 27 rubles

Network of optics stores Lensmaster

In the network of optics salons "Lensmaster" there is a reverse example. Here, bonuses are not awarded immediately, but at a certain stage. At the time of buying contact lenses the client receives a card, which indicates the number of similar purchases. With the accumulation of 10 seals, he receives a gift: the 11th pair of lenses as a gift.

Motivation for purchases at Lensmaster works productively only at first, until the client finds a similar product at a low price in another optics.

In Lensmaster you can buy 1-Day Acuvue Moist for Astigmatism lenses for 1,780 rubles.

The same lenses in Ochkarika cost 990 rubles.

When buying 10 lenses, the difference between buying the same lenses in Lensmaster and Ochkarik will be 7,900 rubles. With such a difference, a gift in Lensmaster no longer seems like a gift. The client will not return to the store, where they are trying to make money on him by deceit.

Pros:

• the program is easy to implement and not expensive;
• transparent customer reward system;
• it is not necessary to have a loyalty card to participate in the promotion;
• clear and immediate benefit for the client;
• motivation to buy more;
• additional bonuses that can be exchanged for another product.

Minuses:

• inflated prices for goods scare away customers;
• the client feels cheated. The impression of the company is spoiled and a negative perception is created;
• there is no direct interaction with the client;
• the strategy should be thought out at least six months before the launch of the program. The company coordinates the product and price with a supplier who is ready to provide his product at a low price. Otherwise, the price of the goods for the promotion will be overstated;
• high competition due to the prevalence of the program.

Outcome:

The program is easy to implement, but if the pricing is not thought through, the client will be scared off by inflated prices and will no longer trust the company. The product itself must be interesting and liquid, so that there is no doubt about the need to purchase. The program is suitable for retail and e-commerce, where purchases are instant, and the client makes a decision here and now.

4. Multilevel bonus program

Where does it work: supermarkets, car services, hotels.

The client makes the first purchase and receives a bonus, learns about the loyalty program, and can become a member of it. The benefit is clear: rewards for everyday purchases. Bonuses can be accumulated and exchanged for discounts or free goods or services. Next, you need to keep the client, encouraging new bonuses and gifts.

How it works?

The client makes the first purchase in the store, draws up a loyalty card. Points are earned on the card with every purchase. The accumulated points can be used to pay for purchases or exchange them for gifts.

Airline Virgin Atlantic Flying Club

Virgin Atlantic has expanded the usual system of accumulating miles for flights and introduced a system of statuses. When registering in the program, the participant becomes a member of the Red Club. The status gives the right to exchange miles for discounts when renting a car, paying for parking or a hotel, when buying tickets for flights on holidays.

The next level is silver. When switching to it, the member is credited with 50% more miles. The status gives the right to check-in for a flight out of turn and priority boarding.

The highest level of a client is gold. In addition to the benefits of the previous levels, the client can use the services of exclusive VIP areas at airports.

Pros:

• flexible points accumulation system;
• accumulated points do not expire;
• motivation to shop in one place;
• additional discount for program participants;
• clear scoring system;

Minuses:

• complex and expensive implementation system;

Outcome:

The program will work in the field of reusable purchases and essential goods. Loyalty programs for airlines, hotels, and beauty salons have been built according to a multi-level incentive system.

5. Partnership of companies for exclusive offers

Where does it work: in large networks grocery stores, communication stores, clothing stores.

The loyalty program can also be developed through offers from partners. For the program to work, the product must meet the needs of the customer, and the buying process must be convenient. Such a loyalty program with several partners can be effective with a growing audience in a new company or with an expanding customer base. Interaction with customers and control over the quality of purchases is monitored using CRM systems.

How it works?

The client draws up a bonus card, which already has offers from program partners. For each purchase, the client receives points on the card, which can be used as a discount on purchases or gifts.

Loyalty program "Svyaznoy-Club"

This is one of the largest loyalty programs in Russia. In 2014, it had 19 million members, 13 times more than Aeroflot. The number of partner companies has exceeded 50.

Customers receive bonuses for purchases. The club card is charged from 1% to 14% of the purchase amount. Points can be spent on a purchase or used as a discount.

The CRM system separates all participants by the nature of joining the loyalty program. You can participate in the program through purchases at offline points of Svyaznoy and partners or through the Svyaznoy online store. Holders of the Svyaznoy Bank bank card become members of the club automatically.

When making purchases, the CRM system takes into account the following data:

• use of a mobile application;
• the nature and frequency of purchases; participation in bonus programs;
• average check;
• bonus management. The client can spend all the bonuses at once or use them as a discount when buying;
• response to emails and calls.

A complete picture of the client's behavior helps to form the right offer for the client. The CRM system analyzes the data and makes an offer to the client based on previous purchases, taking into account the price segment.

For example, a client purchased a laptop in an online store. When placing an order, the system will prompt you to buy immediately related products. For the purchase, the client will receive a smart card as a gift and 1000 bonuses for the card, which they can spend on their next purchase or exchange for a gift.

If a client buys a mouse for 190 rubles, he will not receive a gift, and the number of bonuses will be significantly less.

The system encourages the client to make a larger purchase at a time in order to save on points in the future.

Pros:

• participation is free. There is no initial purchase required to enroll in the program;
• wide geography of the program. Partners work throughout Russia;
• smart co-branding. Program partners represent food, entertainment, medical and other service industries;
• multi-level reward system. The more the client spends, the more and more valuable bonuses he receives;
• individual offers. Each customer receives an offer based on previous purchases.

Minuses:

• the implementation of such a program is very expensive, since you need your own card and partnership at a technical level with many companies;
• complex implementation system;
• constant monitoring of the work of partners.

Outcome:

Such a loyalty program is attractive due to the huge number of partners involved in it. With a competent combination, the buyer will make more purchases, gaining related and sometimes unnecessary goods. With such a system, it is important to take into account the margin of the campaign, the price threshold and the recommendations of partners.

6. VIP Service Fee

Where does it work: in stores that justify the additional costs with high service; in B2B enterprises.

In order for a customer to buy goods in one store, the company must make shopping as comfortable as possible. If you analyze customer behavior, you can identify factors that prevent you from making a purchase.

For example, when buying through an online store, a customer may be confused by an additional tax or expensive shipping, a limited selection of goods, or a high price. To eliminate this, the company may introduce a paid loyalty program. It lies in the fact that for a fee, the client receives VIP service. Shopping is more enjoyable when the customer feels that they are being taken care of.

How it works?

The client makes an advance payment and receives privileges in the choice of goods, additional service and bonuses upon purchase.

Amazon VIP Service

For $99 per year, a customer can subscribe to Amazon Prime. A subscription provides the bonus of free 2-day shipping with no minimum purchase, access to premium products and additional discounts. It is more convenient to make purchases with a subscription, the client has additional opportunities on the site. Benefits help customers feel valued.

Pros:

• the customer pays and gets good service;
• a paid subscription motivates you to make purchases more often and more;
• direct interaction with the client, the ability to select individual offers.

Minuses:

• complex implementation system;
• the program may not pay off, high risk.

Outcome:

A loyalty program with a paid subscription can work if the difference in benefits is tangible, useful, and relevant to the customer. Suitable for companies that build long-term relationships with customers based on repeat purchases. And also for B2B-enterprises that regularly supply products for business.

7. Non-profit loyalty program

Where does it work: in cosmetics and household chemicals stores, from packaging manufacturers.

The main task of the loyalty program is to form a pool of regular customers. If the companies are trusted, then the client will come again. Behind the trust there is not only the quality of the goods and its price. To form long-term relationships, you need to know your customer and share their values. In order to constantly sell and expand the network, the company can interest the client with its policy. This creates a positive image of the company and unites the buyer and the manufacturer.

How it works?

When choosing and purchasing a product, the client learns more about the non-profit programs of the company. For example, the transfer of funds from a purchase to WWF or the ecological production of goods.

Lush Eco Campaign

One of the most famous British manufacturers of eco-cosmetics attracts its customers with the company's policy. The composition of the products uses natural ingredients, cosmetics are not tested on animals, production does not harm environment. To motivate to buy more and more often, the brand has introduced packaging that can be recycled and reused. The client collects jars and brings them to the store, for which he receives a bonus in the form of a fresh mask or facial scrub.

pros:

• a pool of regular customers;
• positive image of the company.

Minuses:

• does not encourage buying more often;
• it is possible to increase the cost of goods by transferring part of the funds to the funds.

Outcome:

A loyalty program can work if the values ​​are not far-fetched, and the benefits from purchases are real. Suitable program industries, e.g. cosmetic brands, manufacturers household appliances or farms. The more transparent and understandable to the client the production, the more confidence in the company.

8. Brand as a legislator of loyalty

Where does it work: from a reputable manufacturer.

The loyalty program is suitable for unique and quality products. The product may not be budget, not the most best quality and not the most liquid, but it will be in demand thanks to the brand. This is due to the fact that the company is new niche, and the product is a new category.

Apple Corporation

The company does not provide discounts for its products even to the most devoted customers. Because they don't exist. The only exception is products for education.

For schoolchildren, students, teachers, tutors and educational institutions the company has developed discount programs. This policy is connected with the fact that the corporation does not use advertising in the usual sense. The company does not use TV, mailing lists, advertising banners. Apple is nurturing a new generation of product users through the educational system.

The user gets used to the interface, build quality, external design and will not refuse in favor of a cheap but less comfortable replacement.

MAC professional cosmetics

Another example of a brand that does without discounts and loyalty programs and is a market leader in its segment. The brand offers high quality cosmetics, sells only in branded boutiques and does not provide a franchise. The prices are high, as is the quality of the service. Only professional make-up artists work among the staff in the brand's boutiques. Consultants talk about the products and can apply makeup at the request of the client.

Without experience, they do not take a job at MAC. But for the staff there are special prices for products. Therefore, make-up artists choose high-quality cosmetics, which they are used to working with, and even at a discount.

Pros:

• formation of a pool of regular customers;
• brand recognition;
• no need to carry out additional promotions and discounts;
• The product on the market is unique, as it forms its own category.

Minuses:

• the program should be developed in detail at the time of brand launch.

Outcome:

This loyalty program is one of the most difficult to implement, but also successful. The program will work if the concept of the entire brand is thought out before the company enters the market. The lack of discount programs will be compensated by high quality unique products and service. With such a program, the company has several generations of users. And this eliminates the need for advertising campaigns, sales and bonus programs.

Let's summarize:

Bonuses for each purchase are suitable for stores with quick and short-term purchases. If the program is not littered with unnecessary information, then it can give a good result;

The discount card program for each client is easy to implement, but does not provide more profit;

Promotion with a free product is suitable retail stores: customer will buy more than needed;

A multi-level bonus program is used by airlines, hotels, large retail chains. Motivates to buy more when the product is liquid and the prices are reasonable;

It is difficult to implement an affiliate program, but it can significantly expand the client base and increase brand awareness;

The loyalty program with paid participation is suitable for online stores, banks and companies that provide VIP services or VIP services. A risky step, but what you pay for, you begin to appreciate more;

A non-commercial loyalty program is suitable for brands producing unique products. The client will pay more attention to the history of the company and its values ​​when choosing a product.

In order for the product itself to be desirable and necessary, you need to create a new category for it. Such a campaign will be long-term and permanent. Resources will be spent on maintaining the quality of products, and not on the formation of a new bonus program.