5 ways to increase loyalty program registrations
Key to any loyalty program is ensuring customers can easily and quickly register. Create too many barriers to member registration and the results are a slow-down in member growth, operational deficiencies or worse, frustrations at check-out.
No matter how well-designed your program is, increasing registrations over the long-term boil down to 5 key acquisition rules you need to implement:
1. Ensure a simple value proposition
Communicating too many aspects of your programme results in customer loyalty confusion. Your marketing communications need to be simple, to the point and clearly your member benefits.
Marketers need to resist the urge of adding earning rules, barriers to sign up or anything your customer has to do to participate.
The easier it is for customers to understand the benefits of your rewards program the more likely they are to register and the more likely they are to recommend others sign up.
We recommend retailers limit their communications to three benefits or less and add an initial perk for sign up.
If your programme has additional benefits, retain these but avoid communicating these in the headline.
2. Make it a one-step enrollment
Your loyalty program is not about capturing as much data as possible – so avoid asking unnecessary questions during the initial sign up.
Only ask questions you need to register your member's account. You can always follow up with additional requests or surveys after your membership is registered and they’re seeing the benefits.
Here’s a bad example: 18 fields required, including store details
3. Create a multi-channel program
Creating a multi-channel loyalty program leverages the existing traffic of that channel. You’re simply adding another registration stream to your program.
If you're creating an online program, you want to ensure customers can register via a specific rewards section on your website.
Avoid asking customers to register during check-out or online order as the purpose of check out is to complete the sale.
Here’s a good example: a single call to action, just an email required with points available in store and online.
Just like your website or app, you want to ensure customers can quickly register in-store without affecting your speed of services or payment check-out.
We’ve developed specific applications to register customers in one step, that integrates with your point of sale. Check out our Goody Enroll app.
By adding a customer-facing tablet, we’ve helped increase member registrations by as much as 500%.
Why? Well, the staff simply don’t have time to sign up customers or relay the benefits. The traditional approach of handing customers a card to register online works but results in a lot of card wastage and costs.
This approach ensures customers can register on the spot, simply by entering their phone number.
Customers complete verification of their email and personal details, without impacting the speed of servicing which is crucial to check out.
It also serves as a great engagement tool, communicating customers point balances, how far they are to achieve their next reward and serving as a visual aid to entice others to register.
The best programs maximise awareness and enrolment opportunities across all these platforms.
4. Go over the top on your signage
Well designed and strategically placed signage goes a long way to communicating just why and how your members need to join.
If you’re not sure where you should be placing signage, try a dummy transaction at one of your stores. Note exactly where you walked, what you were looking at and your eye level.
Examples of what to create include – posters, brochures, point of sale inserts, point of sale wobblers and leaners, payment terminal and checkout stickers.
5. Appoint a program champion and make this a KPI
Your champion should keep on top of your customer sign-ups, help inspire staff and help police the program. This can be a duty manager, senior staff member or someone respected.
Giving staff additional responsibilities helps showcase their initiative and keeps them focused as a senior leader.
These individuals should visibly demonstrate your commitment to a customer loyalty culture and promote your marketing.
Include key metrics such as member signs up and repeat customer counts to emphasise your customer loyalty culture across the team and hold meetings to discuss sign up progress.