First purchase multi-step loyalty journey

Description

Many brands creates a welcome message to the loyalty program and a few may have a basic engagements after the initial welcome message to introduce them to the loyalty program. However, a more advanced loyalty strategy is to build a loyalty journey around the first and second purchase to improve the chances that the acquisition of a new member translates into a valuable loyal consumer. The key is to develop first & second purchase journey that includes:

• Information, encouragement and benefits leading up to the first purchase
• Acknowledge and engage after the first purchase
• Provide incentive and benefits to ensure a second purchase is made
• After second purchase track behavior to identify if the member is becoming a loyal customer

The overall objective is to ensure as many as possible of the members signing up to the loyalty program makes both a first and second purchase to enable them to become a loyal customer over time. The second purchase may be one of the most important milestone for a member and this is often forgotten or ignored in most loyalty programs.

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Concept

Create a loyalty journey around the first and second purchase that drives a loyal customer with repeated purchases and goes beyond the traditional welcome journey.

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Please contact Memberson for further details about this best practice, examples and details around the concept, execution, KPIs and how to set up in Memberson Loyalty CRM platform. Our Loyalty consulting experts can guide and help you to design, set up and execute on this best practice.

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