[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
The French are big fans of loyalty programs. Across all sectors of activity they are <\/span> 76% are members of such a program<\/b>, it’s more than 40 million people. <\/span> <\/p>\n Loyalty cards are nothing new. They have been used for many years to <\/span>reward customers who buy<\/b> regularly from a brand, in particular through a points system that unlocks exclusive benefits.<\/span> <\/p>\n With loyalty programs becoming more and more widespread, it is becoming increasingly difficult for brands to stand out from the crowd. Especially as, in the current climate, <\/span> it costs much less to retain a customer<\/b> than to convert a prospect.<\/span> <\/p>\n To boost your retention rate, you need to innovate and<\/span> offer a loyalty program that stands out from the crowd<\/b>. Here’s our advice on how to maximise your customers’ loyalty through more effective experiences and rewards.<\/span> <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Before<\/span> optimising your loyalty program<\/b>, it’s important to understand what consumers want from it.<\/span> <\/p>\n The primary purpose of a loyalty program is<\/span> to enable customers to make savings.<\/b>. C\u2019est d\u2019autant plus vrai en p\u00e9riode inflationniste. D\u2019apr\u00e8s <\/span>According to a recent study by YouGov<\/span><\/span><\/a>, 68% of French people join a loyalty scheme to benefit from financial discounts and 58% to receive rewards or gifts.<\/span> <\/p>\n Right after financial benefits comes personalisation. loyalty programs must <\/span> propose personalised offers for 38% of French consumers. <\/b>18% also want the brand to offer them products that other consumers with similar profiles have bought. <\/span><\/p>\n Practicalities: the French are still<\/span> attached to the physical loyalty card (for 37% of them).<\/b> But the digital version is attracting more and more consumers (28%), not least because it allows them to track their accumulated points in real time. <\/span><\/p>\n The points program, <\/b>is still the most popular (54%). It is closely followed by: <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n For brands, an effective loyalty program has many advantages. From a business point of view it <\/span>boosts<\/span> in-store traffic<\/span><\/span><\/a><\/span> and<\/span> increases sales volume<\/span><\/span><\/b><\/a>. <\/b>From a performance point of view, it’s also a good way of increasing the customer referrals and <\/span>strengthening the relationship<\/span><\/a><\/span><\/span> they have with the brand. <\/span><\/p>\n But to achieve these objectives, it is crucial to adopt a more innovative approach to loyalty. Here are 4 innovation levers to explore <\/span> to make your loyalty program more effective. <\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n An excellent way of making your customer retention program more attractive is to<\/span> focus on interactivity and gamification<\/a><\/span><\/span><\/b>. <\/b>As such, loyalty already includes gamification mechanisms, such as the points system and moving up to higher levels.<\/span> <\/p>\n But brands can go even further by making the process of joining, collecting points and unlocking rewards even more fun. Galeries Lafayette, for example, uses <\/span>Playable Marketing<\/span><\/span><\/a><\/span> to<\/span> encourage their program customers to buy<\/b> from the brand again.<\/span> <\/p>\n Loyalty program members were asked <\/span>to enter a code they received post-purchase <\/span><\/span><\/span><\/a>(by e-mail) to access an exclusive game and try to win gift vouchers. In addition to <\/span>maximising customer engagement<\/b>, the gamified marketing campaign also achieved its commercial objectives. more then 2 codes were entered per participant, and as many purhcases were made in shop using the loyalty card. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/02\/Programme-fidelite-exemple.webp” alt=”Loyalty program example” title_text=”Loyalty program example” align=”center” _builder_version=”4.24.0″ _module_preset=”default” width=”86.8%” custom_margin=”58px||59px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n As we have seen with playable marketing (and formats such as competitions), one of the best ways of boosting target engagement is to<\/span> give them the chance<\/b> to win an attractive prize<\/span><\/b><\/a>.<\/b> <\/p>\n Rather than just offering discount coupons and vouchers, brands can<\/span> build customer loyalty by offering unique experiences<\/b>. New consumers, particularly those in the GenZ, are keen to have exclusive opportunities to create a more human link with their favorite brands.<\/span> <\/p>\n In<\/span> a recent report by Antavo<\/span><\/span><\/a>, 65% of brands that do not yet offer experiential rewards say they plan to do so in the next 3 years. This is the case, for example, of the Marriott hotel group. Its loyalty program enables customers to <\/span>take part in exclusive events <\/b>(culinary, sporting, etc.) in cities where the company has hotels.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Consumers also prefer brands that are committed to major causes. They are <\/span>90% prefer to buy<\/span> <\/span><\/a>from committed companies. To stand out from the crowd with an innovative loylety program, they can <\/span>align ourselves with a specific cause. <\/b><\/p>\n It’s an ingenious way<\/span> of raising the profile of your VIP program<\/b> while encouraging customers to get involved in the cause. The TOMS brand has created <\/span>the Passport Rewards program<\/span><\/span><\/a>. Il permet \u00e0 ses clients de cumuler des points sur chaque achat, recommandation ou avis. Ces points peuvent ensuite \u00eatre utilis\u00e9s pour obtenir des r\u00e9ductions, mais aussi pour faire un don \u00e0 une association. <\/span><\/p>\n Consumers who choose the latter option will be able to track the impact of their donation on the application. It’s a simple feature, but one that allows you to <\/span>strengthen the connection with the brand <\/b>and the feeling of having done something good thanks to it<\/span>. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n New technologies are also effective tools for boosting the performance of loyalty programs. In particular, they make it possible to <\/span>offer a better user experience<\/b>, make it more fun for customers to wait for a new launch, and offer personalised rewards.<\/span> <\/p>\n The<\/span> main technologies to be used <\/b>as part of a loyalty program include:<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Regularly awarded as the best loyalty program,<\/span> Starbucks Rewards <\/span><\/span><\/a>is the perfect example of how companies can<\/span> optimise their customer experience.<\/b> <\/p>\n The coffee chain was one of the first to develop a mobile application reserved for its loyal customers. But the company is not resting on its laurels and continues to <\/span>introduce innovative new features<\/b>. Elle propose par exemple de nouvelles r\u00e9compenses, des jeux int\u00e9gr\u00e9s et des campagnes engag\u00e9es (pour promouvoir les gobelets r\u00e9utilisables) afin de maintenir l’int\u00e9r\u00eat de ses clients et enrichir leur exp\u00e9rience. <\/span><\/p>\n So don’t be afraid to test new features and<\/span> continually optimise your loyalty program<\/b> to keep your audience engaged.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_divider divider_weight=”1px” _builder_version=”4.24.0″ _module_preset=”default” custom_margin=”30px||||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Adictiz can helps you design a more innovative loyalty program based on gamification. offer your most committed cusotmers a fun and interactive experience with our <\/span><\/i>wide range of playable animations<\/i><\/span><\/span><\/span><\/a>.<\/i><\/span> <\/p>\n\n
<\/span><\/li>\n<\/ul>\nWhat do French consumers expect from a loyalty program?<\/strong><\/h2>\n
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How can you innovate to maximise the impact of your brand loyalty program?<\/strong><\/h2>\n
1. Gamify your loyalty program<\/strong><\/h3>\n
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2. Offer experiential reward <\/strong><\/h3>\n
3. Align your loyalty program with a social or environmental cause <\/strong><\/h3>\n
4. Incorporating new technologies to improve your marketing of waiting times<\/strong><\/h3>\n
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The key to an engaging loyalty program: test & learn<\/strong><\/h2>\n