La carte de fidélité est sans doute le meilleur levier pour améliorer la rétention client ! Elle permet à une entreprise d'offrir des réductions et des avantages aux clients réguliers : à long terme, ça peut avoir un impact très positif sur le chiffre d'affaires. Si vous êtes un commerçant, voici quelques conseils pour mettre en place une carte de fidélité et la proposer à vos clients.
[.is--yellow-highlight]Comment Hey Pongo permet de fidéliser les clients d’un réseau de points de vente[.is--yellow-highlight]
First, decide what benefits your loyalty card will offer. You should consider the benefits a customer can expect from your business and the rewards they'll enjoy. You can offer discounts on products and services, exclusive member benefits, loyalty points and discounts for online purchases. Once you've decided what benefits to offer, you'll need to choose a loyalty card system for your business.
The second step in proposing a loyalty card is to determine the type of card you wish to offer. You can opt for a physical or virtual loyalty card. A physical card is more durable and more frequently used, as it can be kept for an extended period. A virtual card is easier to set up and manage, as it can be integrated into your loyalty points system.
Once you've selected the type of loyalty card, you need to determine the cost to your business. You'll need to take into account the cost of cards, loyalty point management systems and marketing programs to promote your loyalty card.
Finally, you need to decide how to promote your loyalty card. You should use social media, advertisements and emails to promote your loyalty card and encourage your customers to use it. Once you've set up your loyalty card, you need to monitor the performance and progress of your program and adjust your strategies accordingly.
The simplest tip is sometimes the most effective! Simply offer your loyalty card to paying customers. As they pay, ask them if they have the store card. It's the perfect opportunity to present the benefits of your card, and make enrolment quick and easy.
To engage your customers, highlight their interest: the rewards to be gained by being part of your loyalty program. Discounts, products and services, loyalty points for online purchases, gifts to be unlocked, gift vouchers above a certain purchase threshold... And if they tell you they don't come often enough to join, inform them of an automatic reward to be unlocked on the first visit (10% discount, for example).
A loyalty program is highly profitable: it increases the lifetime value of every customer who walks through your door, while generating customer data for you. Get your staff on board by explaining why it's important for the store.
Don't just ask them to offer the loyalty card to your customers! Offer them training in sales methods to encourage them to sign up more effectively. You can set up a standard exchange with answers to customers' main questions or objections. Finally, offer financial incentives or gifts if your employees reach enrolment targets, whether daily, weekly or monthly.
Some loyalty programs don't require an incentive: customers enroll themselves! They are presented on a touch-sensitive tablet to be used by the customer, near the counter. By interacting with the tablet, customers join your loyalty program on their own!
The gamified interface and rewards announced from the very first screen enable very high enrolment rates. With Hey Pongo, for example, they're frequently between 25% and 50%! Yes, that means that one out of every two customers joins your loyalty program on their own, without you having to do a thing...
Finally, distribute your loyalty card via your usual communication channels. Social networks, email, SMS, website, print... You can even offer bonus points on the first visit for those who find you via these ads.
Offering your customers a loyalty card is hard work. Delegate it to a tablet! With its gamified interface, Hey Pongo enables you to engage 30% to 50% of your customers, effortlessly and with maximum ROI.
In e-commerce, there are very specific ways of promoting a loyalty card! On the website, you can promote your program through every possible channel. Inserts, pop-ups, banners, mentions in product sheets or category pages...
The check-out is a key moment for presenting your e-commerce loyalty program. The card and its benefits should be presented in a non-intrusive way before payment (so as not to interfere). After payment, a pop-up or thank-you page can be used to present the points earned, the amount earned or other benefits to be withdrawn immediately upon enrolment.
In addition to the website, the e-commerce loyalty card can also be distributed via all customer contact channels: emailing, SMS marketing, social networks...
How to turn site visitors into loyal customers
There are lots of ways to advertise a loyalty program! In stores, at points of sale, at trade fairs: of course, you'll talk about it at the checkout. The key is to present the immediate benefits, as soon as you sign up!
You can also advertise your program at every point of contact with customers: website, social networks, emailing, SMS marketing...
Finally, the best loyalty programs announce themselves! With point-of-sale loyalty tablets, customers can discover the loyalty program on their own. This enrolment method is not only effective (25% to 50% of customer flow is enrolled): it frees your staff from the difficult task of enrolling customers.
Discover the maximum enrolment loyalty program
Selling a loyalty card can be difficult. It's a task that not all employees are comfortable with! The best way to get them to sell themselves is to present the benefits first. For example, if a card costing €15 saves the customer €20 on her basket, you can present the price of the package (basket and card).
Transactional gains are decisive for selling paid loyalty cards, but not the only ones. Other popular benefits include free alterations (in ready-to-wear), exclusive privileges, free delivery, priority access to collections, etc...
Finally, always mention the length of the commitment and the renewal conditions even before the customer asks for them. In particular, specify whether renewal is tacit or deactivated by default.
Animating a loyalty program is vital: it generates usage and prevents it from being forgotten. There are two ways to do this: customer data and SMS marketing.
Discover Hey Pongo, a customer data, loyalty and SMS marketing platform that gives retailers superpowers:
