The Access Loyalty Blog

News, insights, opinions and more from America's leading merchant content provider

The Dangers of Overthinking Loyalty Programs

points programs statI don’t just work for a company that operates in the loyalty program space, I’m a huge fan of them myself. I’m attracted to the idea of getting something – points, a “punch,” anything – for spending my dollars with a company. Like most people (78% in fact), I’m more likely to pull the trigger on a purchase if I know it’ll be recognized somehow.

I’m not in the majority, however, when it comes to redeeming points (just 35% of members redeem points, according to Forrester). I like something for my points, even if it’s just a branded beer koozie.

So it was that I found myself on the phone with a national retailer that operates a fairly prominent points program. Looking through their online portal, I noticed I had accumulated enough points to acquire a $50 gift card. Except, the site wouldn’t let me redeem my points for that reward. According to the rep on the phone, it seems some of the points I had accumulated during a recent promotion weren’t eligible toward the gift card.

Huh? I didn’t know rules like that existed, but she told me it was all right there in the fine print of that particular promotion, naturally.






She went on to explain that I could redeem most of my points for a $35 gift card and my “promotional” points for a $5 card, putting me just $10 away from the $50 card I had fallen in love with. Conversely, if I spent a couple hundred bucks in-store that week I could earn points that would actually count toward the $50.  [Continue reading]

The Versatility of Loyalty Programs & the Changing 80-20 Rule

customer loyalty stat

Last year a friend spent an hour telling me about how happy he was with his big screen television. It had a great picture, great apps interface, lots of HDMI ports - things TV geeks love. This past weekend he bought another TV, though from a … [Continue reading]

The Customer Engagement Recap – August 15

customer engagement

Finish off this week with the news (and news you may have missed) that's going to impact your customers in the coming weeks and months.  In this week's customer engagement recap: Whole Foods to Test New Loyalty Program Amazon Rolls Out mPOS, … [Continue reading]

Customer Loyalty is Broken (But Not Dead)

pymnts.com banner

If you follow sports at all, you know (and probably loathe) the fairweather fan. You know, the person whose favorite teams tend to closely resemble whoever has been winning championships lately. Despite living nowhere near Seattle or Boston they're … [Continue reading]

Upsell’s Engagement Opportunity

lobby

Full confession: I’m a sucker for a good upsell. Anytime the movie theater cashier asks me if I want to upgrade to the XXL-sized popcorn and soda combo for just $1.75 more, my initial reaction is, “OF COURSE I’D BE A FOOL NOT TO!” But, inevitably, … [Continue reading]