Maintain point-earning momentum to stay connected with the brand
Description
Having members that are active and engaging with the brand on an ongoing basis drives long-term loyalty. By designing rewards and incentives that goes beyond purchases and includes events, interactions and participation you can ensure your members stays connected with your brand.
Examples of strategic benefits:
- Customer Repeat Purchases: Having members being more connected, earning more points and participating in various activities drives repeat purchases
- Brand Ambassadors: Some of these members that become very active and are participating in special events, may become brand ambassadors, promoting your brand.
It is critical that the right incentives for the right activity and participation is available (that goes beyond purchases) and Memberson provides a platform that enables a broad range of options and the right experience and knowledge to implement what is right for you.
For Memberson clients, best practices comes with ready implementation steps to ensure the best outcome for the business.
Concept
To ensure members maintain their point-earning momentum in between purchases and stay connected with the brand by offering interactive additional point earning options
Execution
- Configure interactions in CRM
- Set up point earning rules for each interaction
- Event Participation – Tracked through QR code scanning (Check in)
- Mobile App Usage
- Product review, leave a comment
- Opt-in for Marketing Communication
- Trigger Interaction request
- Run report and compare purchases from members that stay connected vs members that do not stay connected
KPI
- Cost of membership reward points
- Integration Cost
- Increase in brand loyalty – > 10% repeat purchase
Detailed Execution in Memberson Loyalty CRM Platform
This is a typical implementation process but there are many various configuration options available depending on interactions used and the incentive for each interactions.
#1 Configure interactions in CRM
The first step is to set up the channel where additional interactions may come in from (if not already set up). You will go to the Admin => Channels and then add a channel (if not already available and set up). In the below set up channels for Mobile App has been set up.
Do note that an integration (API call) need to be available between the channel and CRM for the interaction to be registered.
In this particular example we will assume that we want to give 25 points when the members open MyAccount page on the Mobile App and 100 points when they check in to an event. Memberson provides these two channels as modules within the core platform. Below is the two interactions that has been set up and will be used CHECKINOUT channel with interaction Check-in and ANDROID channel (we have an identical for IPHONE but will use ANDRIOD for illustration) with interaction Access My Account (which is the My Account page).
#2 Set up point earning rules for each interaction
For opening up My Account page on the Mobile App we use the Channel and Interaction in Rule Builder UI and set up a rule with the following:
- Configure a restriction that means that a member can only receive points once a day for this action
- Include both iPhone and Android specifying this specific interaction (opening My Account page)
- Set up that the reward given will be fixed points (25 points) that expires within 1 month
The below is three screenshots with regard to the rule builder restrictions, criteria and action (reward in this case):
We will then set up a rule in similar fashion for Check In with the following set up:
- Configure a restriction that means that a member can only receive points once a day for this action
- Include CheckIn Channel and specify check in interaction
- Set up that the reward given will be fixed points (100 points) that expires within 1 month
Once the two rules have been configured they are visible in the rule builder as per below:
#3 Trigger Interaction request
When the member goes to the my account page in the Mobile App or does a checkIn the interaction will be automatically triggered and the rule executed accordingly which will give points to the members.
Below is a screenshot of those two actions that will create an interaction for each two of these events and give out the points to the users:
After this the person can use the points to redeem rewards or receive discounts and similar.
#4 Compare purchases between point earning members and non-point earning members
For example you can now check the members that have done a minimum of X interactions and compare that to person that did not receive any points from interactions to see the difference in purchases made by these type of members. You can also compare the same set of members from previous month that did less than X interactions and see if the purchases has increased when they have more interactions with your brand. You can extend the criteria to 6 months if your members does not make frequent purchases normally (or whatever time difference that you decide). You can use Engage to extract the set of members that falls into each category based on your criteria (at least X interaction points earned for a given period) and compare that to the purchases made between these two set of members via the Member Sales Report (most flexible way is to download this in excel and you can use vlookup on the customer number) between the two sets.
Engage Criteria to get out customer numbers with three or more interactions in a month:
