Brand Loyalty Programs That Make Us Come Back for More
Posted: 03/11/2021 | Author: Kathryn Sturm, Marketing Manager for Creatives On Call | Tags: Thought Leadership
Points, rewards, cash-back, freebies, and giving back to the community. What are the aspects of your favorite brand’s loyalty programs that keep you coming back? Whatever it is, it’s working and you’re telling your friends about it too. Major marketing win.
At Creatives On Call, we have compiled a list of our seven favorite and most strategic loyalty programs developed by high level marketers that show how it can work, and work well.
About: Chewy’s customers have been singing its praises since the online pet products retailer launched in 2011. The company has built a loyal following with the fundamental understanding that pet parents regard their fur babies as significant members of their families. They succeed at this through important human touches like a 24 hour / 7 days a week / 365 days a year support call center, adding special treats to deliveries, and supporting clients who’s pets passed away.
Loyalty Program: Customer-centric loyalty program
About: With more than 30 brands in its portfolio encompassing over 7,000 properties, Marriott is the largest hotel brand in the world. From budget properties like the Fairfield Inn & Suites, to the fancier properties like the St. Regis Hotels & Resorts, there is likely a brand that fits your travel needs. The Marriott Bonvoy rewards program allows all types of travelers to earn free nights and take advantage of elite status benefits at a wide array of properties around the world. Customers love this program because they can curate their travel needs and their budget to their points and make it work personally for them.
Loyalty Program: Points-program
Ben & Jerry’s
About: Ben & Jerry’s ice cream is founded on and dedicated to a sustainable concept of linked prosperity including their economic mission, social mission, and product mission. Although not the typical loyalty program, Ben & Jerry’s customers love supporting this company for leading with progressive values across their business. Often, Ben & Jerry’s donates partial or full proceeds from different flavors to a certain cause close to them as well as supports their customers love for ice cream through free cone days.
Loyalty Program: Mission-driven program
About: Bottom line, the perks of REI’s lifetime membership far outweigh its one-time $20 cost. They have a strong sense of community and awesome customer service revolving around their co-op structure where you get money off purchases. Along with the fact that if you spend over $50 (easy to do) you get free shipping, and their famed “garage sales” which entail super discounted returned high end gear, it’s a great experience. Also? Nothing better than a no-questions asked return policy.
Loyalty Program: Co-op reward program
About: Not only does AAA have no questions asked roadside help 24/7, with the AAA card membership, you are able to get multiple parking discounts at various parking facilities. There is arguably nothing better than the knowledge that you can get roadside assistance when you need it.
Loyalty Program: Money-back program
About: The minute you join the VIP program, DSW provides great perks to their members. The free VIP Club tier includes benefits like free shipping and a gift on your birthday. Even if you don’t plan on spending a lot on shoes each year, the beginning tier has enough benefits to encourage customers to sign up.
One of the most interesting perks is the “Shoe Donation.” Through a partnership with Soles4Souls, DSW VIP members can earn points for donating used shoes that are then distributed around the world to people in need. This can change how customers view a brand like DSW; they are no longer just the place you go to purchase a pair of shoes, but a community of shoe lovers making a positive impact on people’s lives. Who wouldn’t want to be a part of that‽
Loyalty Program: Tier-based loyalty program / Mission-driven program
About: This may not be official, but Penzey’s is a major fan favorite around the Creatives On Call office. Mostly, for their philanthropic activities, and best of all, their FREE Products. No matter if you are in-store, or buying online, no Penzey’s Spices order comes without free samples, or a giveaway. It is often that customers leave with many more items than they expected. It’s a smart marketing tactic, because you are showing the different products you have, and also a way to potentially get product that needs to move, off the shelves, while surprising and delighting customers.
Loyalty Program: Free-product program
Clearly, good marketing, strategy, design, social, and teams working together produce a virtual environment for your customers that make them want to keep coming back for more, is important and memorable.
At Creatives On Call, we have a plethora of creatives that work specifically on not just loyalty programs, but the specifics of your brand needs. We work hard to find people for you that are perfectly suited for your business growth.
This is a time for marketers to step up to the challenge and get creative in meeting current demands and behavior changes. Creatives On Call supports your business through this. Contact us here. We have Marketing professionals ready to start in areas including:
- Strategy & Advisory
- Design & Marketing
- Content Creation & Management
- Customer Engagement & Experience
- Learning & Knowledge Management
- Digital Technology & Transformation