[Actualisé le 19 décembre 2024]
On average, your customers are members of 14 loyalty programs and cards (even if they've forgotten most of them)!
Elements of surprise and innovation are therefore essential if yours is to stand out from the crowd.
This article is not just a list of loyalty programs programs (although we won't deny ourselves that pleasure!). We'll also look at why it's important to innovate, what technologies are used, etc. And most importantly: how can you import these best ideas into your own loyalty program?
Lululemon est une célèbre marque de vêtements de yoga et de fitness. Elle ne propose pas un programme de fidélité, mais deux : un gratuit, et un autre payant. Explication.
En gros, si vous achetez assez de vêtements Lululemon, la plateforme de cours de fitness Peloton est gratuite ! La fidélisation offre une vraie valeur ajoutée aux clients comme aux deux marques partenaires, qui bénéficient mutuellement de leurs communautés d’utilisateurs.
On trouve pleins d’idées intéressantes dans cet écosystème de fidélisation conçu par Lululemon. Parmi les atouts de ce programme de fidélisation que vous pouvez reproduire, on en a listé trois :
Le programme de fidélité de la marque à la brique s’intitule Lego Insiders. Plus qu’un système de récompense, c’est un véritable écosystème pour rester engagé avec sa marque de jouets préférée.
Lego Insiders est réservé aux adultes (qu’ils soient parents, grands enfants ou les deux). Il s’appuie sur la connexion profonde avec Lego. Rétroactif, ce programme de fidélisation innovant permet de gagner des points pour ses achats, mais aussi en enregistrant les sets qu’on possède déjà.
Parmi les récompenses réservées aux membres, on trouve des accessoires Lego, des billets à prix réduit pour Legoland, des cadeaux ou encore des accès anticipés. Surtout, ce programme de fidélité inclut Lego Idées, un levier d’engagement. Il permet à tout un chacun de proposer ses propres idées de créations, de voter pour les meilleures et de les voir devenir de vrais sets commercialisés !
Deux méthodes de fidélisation sont à distinguer dans le programme Lego Insiders :
Comme Lego, vous pouvez faire voter vos clients pour plusieurs produits en cours de conception afin de sélectionner celui qui plaît le plus. Avec Hey Pongo, vous pouvez facilement intégrer des sondages à votre parcours de client fidélisé.
« Le Club Nature & Découvertes » est un programme de fidélité payant. La carte coûte 6 euros et est valable deux ans. Pour ce tarif, elle donne droit à tout une série d’avantages :
Avec ce programme, Nature & Découvertes mise sur une fidélisation essentiellement transactionnelle. Généreuse en avantages, ceux-ci sont conçus pour inciter à rester engagés sur la durée.
« Le Club Nature & Découvertes » est un programme de fidélisation transactionnelle typique des grands réseaux de magasins. Il égrène les bons d’achat de façon à récompenser un engagement dans la durée. Les récompenses aux dates des anniversaires sont une excellente idée pour générer de l’engagement dans un magasin très associé aux cadeaux.
Le choix de faire payer la carte de fidélité 6€ contre son remboursement à la visite suivante permet de s’assurer une revisite. Mais il peut freiner l’adhésion, beaucoup de clients occasionnels ayant une forte barrière mentale aux cartes de fidélité payantes.
Autre désavantage, ce programme propose une fidélisation presque exclusivement transactionnelle, avec des remises en numéraire plutôt que des cadeaux. C’est dommage : ainsi, Nature & Découvertes se prive de récompenses expérientielles qui permettraient d’approfondir la relation avec l’univers de la marque (cadeaux exclusifs, accès anticipés, invitations à des évènements, etc…).
Lucy & Yak est une marque de salopettes colorées basée au Royaume-Uni. Elle propose un programme de fidélité par paliers : le premier est atteint dès l’inscription, sans condition. Les deux autres paliers sont activés après avoir dépensé 120 puis 300 livres sterling (oui, c’est bien au Royaume-Uni !). Ils permettent de cumuler plus de points pour chaque achat ou pour son anniversaire.
L’élément le plus innovant de ce programme de fidélité, c’est que ses intitulés sont teintés de l’univers de la marque. On ne cumule pas des points, mais des Yak Points. Les paliers sont appelés « Comfort lover », « Yak enthusiast » ou encore « Top Yakker ».
Si vous souhaitez développer une marque forte comme Lucy & Yak, il est important de mettre du branding dans votre programme de fidélité. C’est ce que fait Starbucks en faisant gagner des étoiles. En renommant vos points, vos paliers ou votre boutique de récompenses, on renforce son univers de marque à travers un programme de fidélisation mieux identifié par ses membres.
Le site de réservation de séjours, Booking.com, a lui aussi son programme de fidélité. Intitulé « Genius Loyalty Program », il offre de vrais avantages surprises à ses clients. Son côté imprévisible le rend très populaire. Sans prévenir, ses trois paliers de récompense (Genius 1, 2 et 3) peuvent à tout moment vous surclasser, vous accorder une réduction ou un petit-dejeuner gratuit. Ces paliers sont débloqués après respectivement deux, cinq et quinze séjours sur les deux dernières années.
Le géant de la réservation de vacances a parfaitement appliqué ce concept essentiel de la fidélisation : faire en sorte que le client se sente privilégié. Et y a-t-il meilleur privilège qu’un surclassement sans frais ? Les avantages en nature sont beaucoup plus efficaces que les récompenses transactionnelles. Un petit-dejeuner gratuit, une suite spacieuse, c’est un véritable upgrade sur les vacances, avec une valeur perçue très élevée. Grâce à sa gamification subtile, le statut Genius et à la fois très engageant et très satisfaisant.
First, here's a loyalty program deployed by Hey Pongo! Poké Moon is a poké restaurant (as the name suggests). It has decided to innovate with the quality of its rewards. The key word: convey emotion and lifestyle! Like Poké Moon, you don't need to be a large franchise network or multinational corporation to do this.
This innovative loyalty program shows that it's possible to go far beyond discount coupons or cashback, simply by offering rewards that are imbued with your DNA.
In the case of Poké Moon, it promotes a healthy, sunny, outdoor lifestyle! Loyalty points earn you a poké, a dessert, a fruit basket... But also a big buoy, a fixie bike, a longboard... And for VIP rewards: a day on a jet boat, and even a round trip to Hawaii!
There are 2 lessons to be learned from this original loyalty program! Firstly, you need to organize your rewards in successive tiers: they encourage commitment, whatever your situation in the customer journey (1st visit or regular customer).
Next, offer VIP rewards that will increase recall of your loyalty program. (Tip: they're easy to set up with Hey Pongo!).
Sephora is no stranger to ranking among the most innovative loyalty programs. Why do we do this? Because of its depth, and the emotions it generates! And when all perfume brands look the same, pleasure and emotions become the biggest loyalty drivers.
Sephora's loyalty program offers 3 tiers, with each purchase bringing you closer to the next status. These tiers are emotional levers that enable you to connect deeply with the brand.
Rare, Gold status (1500 points accumulated over 12 months) gives access to real privileges: free delivery, dedicated after-sales service, access to Gold days, exclusive competitions... But the most important thing is the element of surprise, with birthday gifts getting bigger and bigger according to status (White, Black and Gold).
Often imitated, never equaled: this innovative loyalty program is unique. It contains 3 ingredients that you can easily transpose to your loyalty program: emotions, surprise, and a deep connection with the brand.
From L'Occitane, we know our hyper-complete loyalty system, L'Occitane +Moi. By accumulating points, you unlock increasingly cool tiers and rewards.
Less well known is the innovative loyalty program developed especially for the company's anti-waste concept store. The L'Occitane #MEGA Program is only available in one store in Hong Kong. But it could spread, as the idea is as ingenious as it is necessary.
The Occitane #MEGA Program (for "Make Earth Green Again") reconciles ecology and savings. It rewards eco-friendly practices with loyalty points. For example: recycling used L'Occitane containers, buying green packaging, buying only in bulk, taking plastic or glass bottles back to the store... This responsible program is operated in partnership with Carbon Wallet, an ecological loyalty platform based in Hong Kong.
Your innovative loyalty program can reward certain consumer practices. For example, Côme restaurants award loyalty points to customers who take neither cutlery nor bags, through a program deployed by Hey Pongo. This can be a lever for reducing polluting waste and single-use packaging, encouraging bulk and short distribution channels, etc...
A single-brand loyalty app has its advantages and disadvantages. The advantage is that it generates a wealth of customer data in an innovative loyalty program. The downside is that you don't necessarily want to download an app every time you visit an outlet... Unless you're Starbucks, the love brand par excellence!
The Starbucks France app lets you order, pay and earn loyalty points: stars. 1 euro earns you 3 stars. You can then earn free drinks and extras depending on the level reached, as well as a birthday present! What we don't know is whether Gold status entitles you to have your name spelt correctly on your cup...
You don't need an app to replicate the key idea behind this original loyalty program: rewarding frequent visits with status and privileges!
As an added bonus, free coffee generates a huge amount of repeat business (this is what Ikea offers its family card holders). Inexpensive, this bonus can generate a lot of repeat business from your best customers. Another idea to keep in mind is to make points proportional to the amount spent: 1 euro = 1 point, which can radically increase the average basket!
More than just clothing, Adidas sells lifestyle. What could be more natural than to offer a creative loyalty program that goes beyond the checkout!
The adiClub (yes, well, they could have come up with a better name) earns you points for every euro spent in store, but not only that. It also rewards your running sessions with the Adidas Running app, at the rate of 10 points for 5 km! Adidas Runners events also earn points.
To earn Adiclub points, you're going to have to work up a sweat! More than just buying shoes, adopting a fitness lifestyle allows you to unlock 4 levels of rewards. The higher the level, the greater the privileges, and that's where it gets interesting... From level 4 onwards (9,000 points), you earn invitations to concerts, sporting events and meetings with athletes! And given the pedigree of the athletes under contract to Adidas, it's bound to make you want to put on your sneakers...
Obviously, this type of innovative loyalty program is best reserved for global lifestyle brands (Nike has a very similar program). However, there are two elements to be transposed: lifestyle rewards, which broadcast your brand identity; and varied points of contact that go beyond the perimeter of your point of sale, whether physical or online.
The North Face takes the same approach as Adidas and Nike! The outdoor clothing brand is offering an innovative loyalty program, aligned with the brand's lifestyle. The "XPLR Pass" is not just an incentive to spend more: it's an invitation to explore, reinforcing the brand's appeal to its users.
Points can be earned through purchases, but also by participating in events or downloading the app. Like The North Face, the rewards are definitely off the beaten track. Experiences with athletes, mountain outings and exclusive access to collections. You can even win climbing holidays in Nepal, ski touring in the Swiss Alps, tickets for the Freeride World Tour... Sensations guaranteed.
Difficult to reproduce, the key is to offer a loyalty program centered on how your customers use your products. Based on the way your customers interact with you, propose a loyalty program that reinforces this connection. For this, Hey Pongo is the ideal tool for loyalty and customer relations.
80% of French people are ready to be loyal to brands that are socially and environmentally committed. For years, the Body Shop has offered an ethical vision of beauty and self-acceptance. Its loyalty club, "Love your body", reflects these values in its communication and operations.
This innovative loyalty program encourages refills, with free refills for members. In addition to original rewards, it offers the possibility of donating benefits to a number of charities (including the World Land Trust and the Fondation des Femmes, which works for women's rights and against gender violence).
By rewarding certain actions, your loyalty program can contribute to more ethical consumption practices. For example, you could double points for customers who bring in their own containers. Rewards can be inspired by the values that drive you.
It's a fact that there are more and more loyalty programs. What's annoying is that they all look the same! Whether it's a free 10th visit or a 5% discount, they've become a simple cashback lever for the customer. The race for discounts and coupons isn't good for anyone: it's costly for you, and it devalues the perception of your offer in the long term.
Innovating your loyalty program has a triple positive effect. It allows you to :
Small businesses, chain stores, e-commerce sites: turn your visitors into loyal customers! Choose a loyalty partner that allows you to personalize your loyalty program and make it innovative. That's what Hey Pongo offers you, an omnichannel solution for capturing data, everywhere, all the time!
Our loyalty programs generate points of contact that go far beyond the simple checkout. Together with our experts, we'll suggest ways to make it innovative and unique, in your own colors!
Pour tout savoir en quelques minutes, réservez votre démo avec l’un(e) de nos expert(e)s en cliquant sur ce lien.
For several years, Hey Pongo has been the specialist in innovative loyalty programs. Fully customizable, our loyalty systems multiply points of contact throughout the customer journey, even for independents: whatever the size of your outlet! Your loyalty program can be entirely in your image, with your identity reflected in the rewards, the way points are awarded, the behaviors you encourage...
Many elements of the above loyalty program examples can be reproduced in your own! You too can set up a loyalty program that will be noticed and remembered for a long time: organize your demo to find out exactly how!
*Bond Visa study(source)
**Capgemini 2021 study(source)
