Engagement is arguably the most important component of a winning loyalty program. Enrollment is obviously important, but, as the saying goes, “you can lead a horse to water,” but you can’t make them engage once they’ve enrolled in your loyalty program. It’s this next step and the ongoing, engaged relationship that matters the most. It’s also the most challenging.
Engagement Challenges and Opportunities
Inspiring that engagement is easier said than done. It’s not uncommon for customers to sign up and then quickly lose interest. In fact, according to data from CodeBroker, just 11 percent of millennials actively engage with all the loyalty programs to which they belong.
A key strategy for increasing engagement is keeping tabs on the way your audience wants to be engaged. That can vary greatly depending on who your audience is, but here are a few best practices to consider:
Keep it Convenient – If your mobile game isn’t strong, you’re behind before you’ve even started. CodeBroker found that 97 percent of millennials would actively engage with loyalty programs if they could access their rewards information from their phones. Convenience is absolutely key to encouraging strong engagement.
IRL (In Real Life) – Technology may be taking over the world, but sometimes it’s still hard to beat face to face engagement. According to data from the National Retail Federation, 56 percent of Gen Z says a fun in-store experience influences where they shop.
Mix it Up – Variety is the spice of life and a great way to get more engagement with your loyalty program. A recent loyalty report found 95 percent of loyalty program members want to engage with brands through a mix of new, emerging, and growing tech, including augmented reality, virtual reality, card-on-file and more. Keeping customers engaged means constantly evolving and finding new ways to connect.
Ready to step up your program’s engagement? Download The Essential Guide to Modern Loyalty Programs to help you learn how to navigate the changing loyalty landscape and quickly gauge how your program stacks up in this very competitive space with the full Loyalty Report Card. Get your copy here: