Category Archives: by Adam Schaffer

The pandemic related impact to the Australian economy is already being felt; airlines to shut down, retailers forced to close, hotels cleared out and filled with returning residents, banks re-focusing to customer support. It’s clear that the ‘stay at home’ measures and the hibernation of many businesses has caused consumers to stop spending. So how does loyalty help these and other industries navigate this health and economic shock? From a loyalty perspective, BCG have a 4-stage framework which is a useful way to think about it: React, Rebound, Recession, Reimagination. We provide our perspective on how it can be applied. React (short term) Most of what we have seen so far in this domain are loyalty program members being hit with two types of messages: A – the useless “Are you ok? We’re here for you” emails: arriving from brands that I hardly remember buying anything from asking if I was OK,…

Read more

If you are an established retailer planning to launch a new or improved loyalty program, you can bank on the fact that your most engaged and most valuable customers will join first and in the largest numbers. Enrolments peak early and then taper off as high value customers sign up. If your business has seasonal peaks, you will also see enrolments increase in line with these sales ‘spikes’ as good customers visit to shop for Christmas or Mother’s Day. Routinely we see early enrolment members; spending more, buying more frequently, redeeming more rewards, staying active longer, than later enrolees. Marketing investment in the early life of your program is much more likely to be to an engaged group of heavy buyers. These members are more likely to respond to your calls to action and buy even more / take up your offers. Response and conversion rates should be good, return…

Read more

2/2