Quelle est la meilleure carte de fidélité pour magasin en 2023 ? Et comment s’inspirer des bonnes pratiques pour votre enseigne ? On vous dit tout sur les avantages, et pourquoi certains programmes de fidélité entraînent l’adhésion – avec des insights provenant de la grande distribution. Bref, tout ce qu’il faut savoir pour fidéliser tous les clients de votre magasin !
Quick access: How can you create a more effective loyalty program in your store?
We're not inventing anything new: loyalty effectively boosts your sales, by encouraging your customers to return. Across all sectors, loyalty programs are the main lever for customer retention! And it works: in marketing, it costs on average five times more to acquire a new customer than to keep an existing one coming back.
By activating loyalty, you increase the lifetime value of each of your customers. Each purchase is more likely to lead to others. This creates a highly profitable snowball effect: by increasing your loyalty rate by 5%, your sales mechanically increase by 25%.
Loyalty cards are even more important for stores! And yes, they're facing double competition: other stores, and e-commerce. Store, boutique, shop: it's essential to build customer loyalty, whether through cashback (or cagnottage, in euros), point accumulation or a stampable card.
Customers love rewards, but loyalty programs have other benefits too. For the store, it is the foundation of a successful customer experience:
Want to create your own loyalty card? Use our free online generator :
The " store card " collects valuable customer information, and that's vital for retailers. This data is the key to creating a personalized relationship, with targeted communication, in line with the RGPD. A customer database enables you to:
The retail sector has traditionally been at the forefront of customer data collection and activation. Hypermarkets all offer generous loyalty cards and complex programs.
Mais attention ! Les programmes de fidélisation ne sont pas réservés aux grandes enseignes. Les boutiques et magasins indépendants peuvent maintenant mettre en place le leur et créer un fichier client à leur mesure. C’est ce que propose Hey Pongo, l’assistant marketing des magasins indépendants !
Carrefour, Ikea, Casino, Leroy Merlin, Leclerc... Why do some loyalty cards work better than others? Here are the 5 key elements of programs that will win over all your customers!
Enrolment is the decisive moment when you can enroll as many visitors as possible! With a good enrolment rate, you can make the most of peak periods such as sales, Black Friday, end-of-year weekends, etc...
How Plantes Pour Tous enrolled 11,000 people in its loyalty program in 6 weeks
For maximum enrolment, there are two simple rules:
The best at this game is the loyalty program deployed in stores by Hey Pongo. By requiring only one contact information (the telephone number), enrolment is maximized: it can capture between 20% and 40% of customer flow, depending on the store!
The telephone number (accompanied by an opt-in, to confirm that you accept SMS messages) enables you to re-engage subscribers and generate usage. Future visits will be used to complete the database with the information of your choice: name, date of birth, email...
In 2023, there's no time to wait: 65% of loyalty program members want a benefit as soon as they sign up*! The best store loyalty programs offer an immediate reward: percentage discount, goodie, gift card, etc...
Then add progressive, tiered rewards. They'll keep customers engaged! You can innovate by offering more than just cashback in euro cents at checkout, and create rewards that evoke emotions.
One in three customers would like to receive a welcome message. For this, most new members agree to give their number and tick theopt-in box. The loyalty program becomes a channel for communication and exchange: you can follow up and generate more customer feedback. For example, by reminding people that a reward is approaching, as with this SMS:
You can send visit-generating messages to all members, during sales, Black Friday and all the major events of the year. A loyalty program by Hey Pongo provides you with an enriched customer base: it becomes very easy to personalize messages by segmenting your customer file by age, store, preferences, gender, etc. This is the secret to sending SMS messages that generate much more engagement !
As soon as possible, customers want omnichannel loyalty cards. They must enable interaction in all stores (including partner chains), on the website, and even on social networks.
This demand for omnichannelity is reflected in loyalty surveys. It is all the more pronounced among young people: it's no longer enough to have a loyalty card that you take out of your wallet every time you make a payment! New consumers want to be able to interact with the program, whether in-store, on an app, on the website, on social networks...
Touch points allow you to reward certain actions, credited with points: if a customer leaves you a Google review, follows you on Instagram, sponsors a friend, uses the site, activates accessory functions, etc... By being present on all touch points, a good loyalty program will bring you much more data to enrich your customer file.
More than half of customers don't necessarily need a physical loyalty card. The percentage is rising every year: by 2023, 33% would like a 100% dematerialized* program, which is more convenient to use.
A dematerialized program generates far more commitment and usage than stamped cards. 28% of customers never use your loyalty card because they forget it! On the contrary, with a 100% dematerialized card, there's nothing to present: the customer is automatically informed at the checkout, which generates usage. It's the loyalty card that reminds the customer, not the other way round.
[.is--yellow-highlight]Today, it's very easy to offer all these elements as an independent store.[.is--yellow-highlight]
Are you an independent store? That's the case at Le Paleron: in just 3 months, it has enrolled 500 customers in its dematerialized loyalty program (including 100 VIP customers, who return more than twice a month).
Want to do the same? Schedule your demo with a Hey Pongo loyalty expert:
When we compare the best loyalty cards, supermarkets are the obvious choice. We compare 4 supermarkets with 3 major chains. Most offer the chance to win euros in a jackpot, but their comparative strengths lie elsewhere:
Carrefour offers a loyalty card that is both physical and digital (in an app). It rewards your loyalty with a wide range of special offers, up to 10% on most of the products concerned. As a member, you can also try out free products (in exchange for your opinion), receive coupons and access the most generous promos.
The leading frozen food retailer is offering a loyalty program similar to those used by supermarkets. The program includes immediate on-shelf discounts, offers reserved for members, as well as exclusive content: recipe ideas, competitions, etc.
You too can offer a loyalty program with a competition: discover the Hey Pongo booster!
Lidl Plus is a 100% digital loyalty card. In the app of the same name, you'll find, unsurprisingly, exclusive discounts on selected products. You'll also find facilities for organizing your shopping and storing your receipts. The German retailer also offers competitions in the form of digital scratch cards.
The Ikea Family card is also free. Exclusive benefits include €10 coupons for every 4 visits to the checkout (not a great incentive to increase your average shopping basket). There are also competitions, invitations to the Swedish brand's workshops and events, and last but not least: a free hot drink with every visit, no purchase necessary!
Leroy & Moi is the name of the home and DIY chain's loyalty program. It features a points system (1€ spent = 1 point), which unlocks discount coupons. This cashback is backed up by a tier system, for normal or "Gold" members. Other benefits include a 5-year repair guarantee, the return of items without a receipt, and double points during certain promotions.
Action doesn't offer kitty-cornering or discounts, as its prices are already extremely low... As a result, its loyalty card is fairly minimalist. It takes the form of an app that provides information on product arrivals. The only advantage of the Action loyalty card: digital scratch cards activated after each checkout.
Finally, the Leclerc loyalty card is typical of the mass retail sector. It offers "cagnottage" on all listed products. Discount coupons can be used to increase your purchasing power by up to a few euros.
To deploy a unique and effective loyalty program, you can start by defining the objectives of your loyalty program:
Next, the important thing is to find the right loyalty provider, able to apply the good practices above. It must be able to customize your program to make it unique, while guaranteeing data protection, compliance with the RGPD and the French Data Protection Act.
In addition to the loyalty program, you'll also need to include options to make the most of it! Some service providers offer to activate your database with SMS marketing campaigns, automatic mailings based on your own scenarios, competitions, subscriptions, campaigns to get your members to leave you Google reviews, etc...
Hey Pongo gives you all the power you need to build loyalty: tailor-made programs, effective enrolment, à la carte rewards... In addition to building loyalty, you can also build up a complete and easily actionable customer file.
These stores have tested :
Many stores already have a customer database. This is the case for major chains, boutique networks, supermarkets, certain franchises... If you have a customer database but don't use it to its full potential, make the most of it with Hey Pongo!
You can enhance an existing loyalty program by perfecting enrolment, enriching your database with our contact points, boosting your SMS marketing, leveraging paid memberships, etc...
Pour mettre en place des scénarios avancés, réservez dès maintenant votre démo.
*Loyalty Observatory 2022(source)
