During the Holiday season, it seems like retailers pull out all of the stops to promote sales and drive traffic. This includes Black Friday (or whatever that has become) moving in the direction of longer hours, and a constant stream of “deals”; just to name a few. So, how do these retailers fit their loyalty programs into their Holiday strategy? I think it’s improved somewhat from last year, though a lot more can be done. Here are some examples:
- One of our international retail clients again offered double-points weekend for their various markets. This continues to be very successful in driving sales and gives them the ability to offer something special for their loyal customers. It also encourages gift sales and additional product buying on their part, all without the need for price discounts.
- I happen to be a member of the Lego VIP program. Yes, Legos are a hobby of mine. Their program is great! During the Holiday season they offer a couple of times when they give their members double-points on their purchases, plus they offer their members early access to some limited sets, etc. All of this without the need to discount product prices, while giving their customers a true sense of being appreciated and noticed.
- I also noticed that Ace Hardware Stores has been very aggressive with promotions to their Ace Rewards members, mostly discounts. Though not ideal as far as focusing too much on price, at least they are offering some unique offers to their loyalty program members.
Many other retailers are using a lot of email promotions to communicate to their loyalty members. The negative aspect with these is that when you get to the store or on-line, you notice this offer is available to all customers. There is nothing unique or special offered to their best customers.
So, what should you do? Here are a few Ideas to make Holiday shopping special for your loyalty members:
- Why not give your loyalty program members first access to Black Friday deals? Don’t you want your best year round customers to get these special offers versus those once a year type customers out for a deal?
- If you offer a points-based program, use double-points a time or two during the Holiday season to give your best customers a reason to shop at your store and show your appreciation for their business.
- How about special Holiday hours for your loyalty program members? Maybe a night only for invited members with treats, entertainment and special offers?
It’s been a great 2014 and a time to be thankful for many things. Show that appreciation for your best customers! In the meantime, visit our blog for more loyalty marketing tips for your business.
Founder & CEO