I joined the golf club last week. They have a passport program through which your passport is stamped each time you attend one of their member passport events. Each stamp earns one entry into a drawing for a $750 gift certificate.
The News-Press here Fort Myers ran a story last week headlined Spending has its rewards. The story focused on the benefits of loyalty programs.
- “Instead of just creating an occasional visitor to your business, you’re creating a repeat visitor,” said Jessica Barton, vice president of account services for Spiro & Associates Marketing, Advertising and Public Relations.
- On average, consumers are members of 7.4 loyalty programs and are active in 63 percent of these programs, according to the 2013 Maritz Loyalty Report. And 57 percent agree with the statement: “I modify when and where I buy, in order to maximize the (loyalty benefits) I receive,” the report stated.
- Check your wallet/purse: how many loyalty cards do you have? (Don’t forget to include airlines, hotels, coffee shops.)
- Goodwill Industries of Southwest Florida gives rewards to both its employees and its customers. It has a Preferred Customer Card that gives shoppers a stamp for every $10 they spend before tax. After the card is full, they get $10 off their next purchase. Kirsten O’Donnell, director of public relations and marketing, said the card attracts both shoppers who really need to use a thrift store and shoppers who enjoy hunting for their items.
But, should they be?
- Couldn’t creating a powerful loyalty program improve your member engagement and retention?
- What if your association’s “passport program” earned association members points toward a free registration at your next annual meeting?