{"id":5603,"date":"2022-02-24T09:30:00","date_gmt":"2022-02-24T14:30:00","guid":{"rendered":"https:\/\/numea.ca\/?p=5603"},"modified":"2022-02-28T15:48:08","modified_gmt":"2022-02-28T20:48:08","slug":"move-your-loyalty-program-to-the-next-level","status":"publish","type":"post","link":"https:\/\/numea.ca\/en\/move-your-loyalty-program-to-the-next-level\/","title":{"rendered":"Move your loyalty program to the next level"},"content":{"rendered":"\n

Loyalty marketers and loyalty program administrators, this article is for you. Before we start, take a moment to identify where your program sits in this table. <\/p>\n\n\n\n

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If your program is at the \u201cEarn & Burn\u201d or \u201cPromote to Everyone\u201d stage, then what follows will be particularly pertinent.  If you are already at the \u201cPromote to Member Segments\u201d and \u201c1:1 Promotions\u201d, read on to see how this approach compares to your experience. <\/p>\n\n\n\n

The main goal of a loyalty program<\/h3>\n\n\n\n

I suspect that one of the key reasons your company invested in a loyalty program was to harness the data provided by a loyalty program. Your company wanted to use data insights to market better to your members, creating an excellent member experience for your most valuable customers. And I suspect one key goal was to drive better results for your company by owning a bigger share of your members\u2019 wallets. 
 
It is no accident, however, that many loyalty programs, even some of the bigger ones in the market, get stuck at the \u201cEarn & Burn\u201d or \u201cPromote to Everyone\u201d stage.  Taking a loyalty program to the next level, providing promotions and value tailored to the members\u2019 needs, takes know-how.  And usually a big investment in resources and tools. <\/p>\n\n\n\n

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So today your loyalty program is still at \u201cEarn & Burn\u201d or maybe \u201cPromote to Everyone\u201d. One of the draw-backs of this approach is that you are providing loyalty discounts to all your members indiscriminately. Your most valuable, loyal customers (driving the lion\u2019s share of your revenue) are getting the exact same value, the exact same special offers, and the exact same marketing as all other members. 
 
Loyalty programs at the \u201cPromote to Member Segments\u201d and especially the \u201c1:1 Promotions\u201d stage have typically made a huge investment to get there.  Their programs are the best in class, and you\u2019d like yours to be too.  But the reality is that marketing, IT and BI resources are limited, and it is difficult to know where to begin.   <\/p>\n\n\n\n


So where to start?  <\/h3>\n\n\n\n

How do you get to the \u201cPromote to Member Segments\u201d stage without big budgets and extensive business intelligence departments? To make the shift, you\u2019ll need to take the following four steps. <\/p>\n\n\n\n

1. Define the criteria by which you want to segment your members<\/h4>\n\n\n\n

Choose behaviours that are the most meaningful to their experience of your business.  Key criteria may include: <\/p>\n\n\n\n