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TRANSCRIPT
Customers are the lifeblood of your business. Without them, your award-winning Angus burgers,
tail wag-inducing dog treats, or runway-worthy haircuts wouldn’t be possible. But a customer who
only visits once won’t help to create a thriving business. What you need are repeat customers.
Over 100 years ago, loyalty programs were born and have since become integral to the success of every EXVLQHVV���(HFWLYH�OR\DOW\�SURJUDPV�EULQJ�FXVWRPHUV�EDFN�PRUH�RIWHQ�DQG�OHDG�WR�KLJKHU�SURȴWV��EXW�PDQ\�small businesses have failed to graduate from paper
punch cards to Loyalty 2.0 digital programs.
Digital
Loyalty
Programs Paper
Punch
Cards
-vs-
Ditch The Paper Punch Cards! 7 Ways Digital Loyalty Programs Reign Supreme
COMMUNICATION
ACTIONALBLE INSIGHTS
SOCIAL MEDIA INTEGRATION
AWARENESS
UNIVERSAL
CUSTOMIZATION & ENGAGEMENT
FRAUD
COMMUNICATION.
Paper punch cards communicate through paper. Digital loyalty programs communicate
WKURXJK�HPDLOV�DQG�PRELOH�DSSOLFDWLRQV���7KLV�PHDQV�ZKHQ�\RXȇUH�RHULQJ�D�QHZ�VSHFLDO��FKDQJLQJ�\RXU�EXVLQHVV�KRXUV��RU�KDYH�RWKHU�LPSRUWDQW�DQQRXQFHPHQWV��\RX�can
HHFWLYHO\�UHDFK�\RXU�FXVWRPHUV�WKURXJK�\RXU�GLJLWDO�SURJUDP� This connection is
DOVR�XVHIXO�IRU�UH�HQJDJLQJ�FXVWRPHUV�ZKR�KDYHQȇW�YLVLWHG�\RXU�EXVLQHVV�LQ�D�ORQJ�WLPH��
ACTIONABLE INSIGHTS.
You use data�WR�PDNH�HYHU\�GHFLVLRQ�VR�ZK\�shouldn’t you expect the same from your
OR\DOW\�SURJUDP"�'LJLWDO�OR\DOW\�SURJUDPV��DV�RSSRVHG�WR�SDSHU�SXQFK�FDUGV��DUH�DEOH�WR�SURYLGH�SRZHUIXO�GDWD�DQG�FXVWRPHU�LQVLJKWV���*RRG�OR\DOW\�SURJUDPV�SURYLGH�LQVLJKWV�RQ�FXVWRPHU�GHPRJUDSKLFV��YLVLW�IUHTXHQF\��EXV\�DQG�VORZ�SHULRGV��HWF���7KH�EHVW�OR\DOW\�SURJUDPV�DOORZ�\RX�WR�OHYHUDJH�this information. Imagine if your loyalty
program showed you that Thursday
DIWHUQRRQV�DUH�DOZD\V�VORZ��EXW�WKDW�\RX�FRXOG�RHU�GRXEOH�OR\DOW\�SRLQWV�IRU�YLVLWV�during those hours. <RX�FDQ�LQFUHDVH�FXVWRPHU�WUDɝF�GXULQJ�WUDGLWLRQDOO\�VORZ�SHULRGV�DQG�KHOS�MXVWLI\�WKH�RYHUKHDG�� These are the types of insights and actions
%HOO\ȇV�SODWIRUP�HQDEOHV��ZLWK�EXVLQHVVHV�seeing upwards of 80% increases in
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SOCIAL MEDIA INTEGRATION.
&DUYLQJ�RXW a social media presence for your
business is a necessity for getting ahead of
the competition. When your customers are
H[FLWHG�DERXW�\RXU�EXVLQHVV��LW�VKRXOG�EH�HDV\�IRU�WKHP�WR�VKDUH�LW�ZLWK�WKHLU�QHWZRUNV��and it shouldn’t require solicitation from you
or your employees. In a recent Facebook
VWXG\������RI�SHRSOH�Ȋ/LNHȋ�EXVLQHVVHV�RQ�Facebook (1)��DQG�WKHVH�)DQV�DUH���WLPHV�PRUH�YDOXDEOH�WKDQ�DYHUDJH�FXVWRPHUV�������ΖQ�IDFW����)DFHERRN�Ȋ/LNHȋ�FDQ�OHDG�WR������YLHZV�RI�that business’s page by a Fan’s friends (3). The
right digital loyalty program will continuously
increase your social presence without any
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)DFHERRN
THESE FANS ARE
More Valuable Than
Average Customers.
���������81Ζ9(56$/��&RQVXPHUV�DUH�HQUROOHG�LQ�PRUH�OR\DOW\�SURJUDPV�WKDQ�HYHU��7KH�DYHUDJH�KRXVHKROG�LV�VLJQHG�XS�IRU����SURJUDPV��EXW�RQO\�DFWLYHO\�SDUWLFLSDWHV�LQ���RI�WKHP�(4)���:DOOHWV��JORYH�ER[HV��DQG�MXQN�GUDZHUV�DFURVV�WKH�FRXQWU\�DUH�ȴOOHG�ZLWK�OR\DOW\�FDUGV�WKDW�FRQVXPHUV�KDYH�HYHU\�LQWHQWLRQ�RI�XVLQJ�EXW�ȵDW�RXW�IRUJHW�DERXW���7KH�EHQHȴW�RI�D�XQLYHUVDO�OR\DOW\�SURJUDP�LV�WKDW�one card or smartphone app works at all businesses within the network. Now instead of
KDYLQJ�LQGLYLGXDO�SXQFK�FDUGV�IRU�WKH�VDORQ��SL]]D�SODFH�DQG�ORFDO�FRQYHQLHQFH�VWRUH��D�customer only needs one card or smartphone app. When the pet store across the street
MRLQV�WKH�VDPH�XQLYHUVDO�OR\DOW\�QHWZRUN��FRQVXPHUV�FDQ�LPPHGLDWHO\�XVH�WKHLU�H[LVWLQJ�FDUG�DSS�WR�HDUQ�SRLQWV��ΖQ�%HOO\ȇV�FDVH��QHZ�EXVLQHVVHV�SOXJ�LQWR�D�QHWZRUN�ZLWK�PLOOLRQV�RI�existing members from day one. <RXU�GLJLWDO�OR\DOW\�SURJUDPȇV�UHDFK�DQG�UHFRJQLWLRQ�DUH�SRZHUIXO�IURP�WKH�PRPHQW�\RX�WXUQ�LW�RQ�
AWARENESS.
No matter how DSSHDOLQJ�RU�JHQHURXV��LI�\RXU�FXVWRPHUV�GRQȇW�NQRZ�\RXU�OR\DOW\�SURJUDP�H[LVWV��LW�ZRQȇW�EH�VXFFHVVIXO���3XQFK�FDUGV�DUH�HDV\�WR�VWDFN�QH[W�WR�\RXU�326��but customers often don’t notice them without an employee speaking up and pointing them
RXW���'LJLWDO�OR\DOW\�SURJUDPV��VXFK�DV�%HOO\��OHYHUDJH�DQ�H\H�FDWFKLQJ�WDEOHW�DW�WKH�326�WKDW�LQVWDQWO\�JUDEV�\RXU�FXVWRPHUVȇ�DWWHQWLRQ���7KH�WDEOHW�LV�FXVWRPL]HG�WR�\RXU�EXVLQHVV�DQG�walks customers through the loyalty experience without any prompting from you or
your employees.
CUSTOMIZATION& ENGAGEMENT .
Most paper punch cards�RHU�RQO\�RQH�UHZDUG�XSRQ�UHDFKLQJ�;�QXPEHU�RI�YLVLWV��
Free sandwich DIWHU����YLVLWV�� )UHH�KDLU�FXW�DIWHU����YLVLWV�� )UHH�ȴVK�WDFR�DIWHU����YLVLWV�
Although these rewards may appeal to
VRPH�FXVWRPHUV��WKH\�ZRQȇW�DSSHDO�WR�DOO��For many customers it will take more than
JHWWLQJ�WKHLU���WK�ȴVK�WDFR�RU����FDVK�EDFN�on their credit card statement. Digital loyalty
platforms enable you to WDLORU�\RXU�SURJUDP�WR�\RXU�EXVLQHVVȇV�XQLTXH�SHUVRQDOLW\��JRRGV�DQG�VHUYLFHV��DQG�FOLHQWHOH���
One may assume that customers will always
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“You would think that if people wHUH�RHUHG�PRQH\�DQG�PLOHV��WKH\�ZRXOG�DOZD\V�WDNH�WKH�PRQH\��EXW�D�ORW�RI�SHRSOH�ZDQW�WKH�PLOHV�LQVWHDG�ȋ�'Uª]H�VD\V��Ȋ7KHLU�IHHOLQJ�LV��Ȇ0RQH\�LV�RQO\�PRQH\��DQG�LI�Ζ�WDNH�PRQH\�LQVWHDG�RI�PLOHV��ΖȇOO�MXVW�XVH�WKH�PRQH\�WR�SD\�D�ELOO�ȇ�7KHUHȇV�QRWKLQJ�VSHFLDO�DERXW�SD\LQJ�D�ELOO��%XW�ZKHQ�WKH\�WDNH�IUHTXHQW�ȴOHU�PLOHV�DV�D�UHZDUG�LQVWHDG�RI�FDVK��WKH\�ZLOO�XVH�WKHP�WR�WDNH�WULSV��DQG�WKDW�JLYHV�WKHP�PHPRULHV��7KDW�PDNHV�WKH�PLOHV�VSHFLDO�ȋ�����
FRAUD.
Paper punch cards�FDQȇW�RHU�WUDFNLQJ�capabilities and therefore expose stores to
internal fraud when employees add
extra punches or stamps to customer cards.
Customers can also cheat the system. Big
brands such as Subway and Cold Stone
Creamery terminated their paper loyalty
programs after customers duplicated paper
reward cards and stamps using their home
computers (6). 'LJLWDO�OR\DOW\�SURJUDPV�SURWHFW�EXVLQHVVHV�ZLWK�VHFXULW\�IHDWXUHV
OLNH�SURSULHWDU\�FDUGV��WHFKQRORJ\�DSSV�DQG�DFFHVVLEOH�SURJUDP�DFWLYLW\�
Your best customers don’t want a free
sandwich. They want to connect and engage
with your business. Engagement turns your
FXVWRPHUV�LQWR�ȊEUDQG�DGYRFDWHVȋ�Ȃ�D�WHDP�WKDW�SURPRWHV�\RXU�EXVLQHVV�DW�QR�DGGLWLRQDO�FRVW�WR�\RX���
Digital programs allow you to create unique
rewards your customers can only get at
\RXU�EXVLQHVV���)RU�H[DPSOH��RQH�RI�%HOO\ȇV�VDQGZLFK�VKRSV�RHUV�D�UHZDUG�WR�FUHDWH�and name a sandwich. When that reward is
UHGHHPHG��LWȇV�XVXDOO\�RQH�RI�WKH�EHVW�VHOOLQJ�sandwiches the following week because the
FXVWRPHU�ZKR�FUHDWHG�LW�WHOOV�WKHLU�IULHQGV��HPDLOV�WKHLU�FRZRUNHUV��DQG�EUDJV�DERXW�LW�on Facebook. Simple word of mouth from a
loyal customer leads to incremental
FXVWRPHU�WUDɝF�ZKLOH�VLPXOWDQHRXVO\�establishing deeper relationships…
without costing you a buck!
3DJH�������(1) Source: Corkery, Colleen. “What Motivates People to “Like” or “Unlike” Brands on Facebook.” VR Marketing Blog. N.p., 14 Nov.
2012. Web. <http://www.verticalresponse.com/blog/what-motivates-people-to-like-or-unlike-brands-on-facebook/>. (2) Source: Hicks,
Scott. “The Power of ‘LIKE’: How Your Business Will Be Better In A Connected World.” Facebook MENA. 15 Sept. 2012. (3) Source: Hicks,
Scott. “The Power of ‘LIKE’: How Your Business Will Be Better In A Connected World.” Facebook MENA. 15 Sept. 2012. 3DJH�������(4) Source:
%HUU\��-H��Ȋ%XONLQJ�8S��7KH������&2//248<�/R\DOW\�&HQVXV�ȋ�&ROORTX\��������/R\DOW\�2QH�5HVHDUFK�*URXS����2FW���������KWWS���ZZZ�FROORTX\�FRP�ȴOHV������&2//248<�&HQVXV�7DON�:KLWH�3DSHU�SGI!������3DJH�������(5) Source: “The Lowdown on Customer Loyalty Programs: Which Are
WKH�0RVW�(HFWLYH�DQG�:K\�ȋ�.QRZOHGJH:KDUWRQ�7KH�/RZGRZQ�RQ�&XVWRPHU�/R\DOW\�3URJUDPV�:KLFK�$UH�WKH�0RVW�(HFWLYH�DQG�:K\�&RP-
ments. N.p., 6 Sept. 2006. Web. <https://knowledge.wharton.upenn.edu/article/the-lowdown-on-customer-loyalty-programs-which-are-the-
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Belly gives you the tools you need to engage and retain
your customers.���7KDWȇV�/R\DOW\��
6R�HPSW\�\RXU�ZDOOHW��FOHDU�RXW�WKH�JORYH�ER[��GXPS�RXW�WKH�MXQN�drawer and send those paper punch cards to the nearest
recycling facility.�'LJLWDO�OR\DOW\�LV�WDNLQJ�RYHU�
bellycard.com bellycard @bellycard L26�$QGULRG
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