Branding

Your enterprise store needs a loyalty program, but which features should you focus on?

your-enterprise-store-needs-a-loyalty-program,-but-which-features-should-you-focus-on?

For most businesses, retaining customers and increasing customer lifetime value is a primary goal.

When you were smaller, it probably felt easier to build one-to-one relationships with your customers. But, as you grow, so does your customer base. This means it can be harder for you to identify your at-risk customers and where to focus your marketing efforts.

Our research showed that 53% of your store’s revenue comes from the top 20% of your existing customers. A loyalty program with particular enterprise features can help you to draw your at-risk customers back to your store through differentiation, stronger customer relationships and enhanced brand value.

As an enterprise brand, your loyalty program needs to hone in on your most valuable customers and provide features that they will use and appreciate. In this blog, we will explain which enterprise loyalty program features can help you retain customers and drive revenue. We’ll also share examples to inspire you as you create your own enterprise loyalty program.

Let’s start

1️⃣ A deeper level of branding

Research shows that a consistent brand identity across all platforms can increase revenue by 23%. To keep your sales on track, try creating a loyalty program that’s a natural extension of your store, enhances your brand identity and creates a community.

For example, Boody, an Australian eco-clothing brand, created a loyalty program called “The Goodness Corner” that reflects its unique brand values: comfort and goodness. With a fully on-brand loyalty program, Boody has added incremental value and strengthened its identity. In a single month, Boody increased its customer spend by 25%. And don’t just take our word for it: Boody’s CEO, Shaun Greenblo, says, that their loyalty program is becoming “a key pillar of Boody’s online presence and identity”.

Boody Tiers

Lively is also a great example of how you can implement your brand elements into your loyalty program’s structure, design, communication and photography. As a sophisticated underwear brand, Lively is established for female customers who have a wild heart and boss brain. They implemented their core brand values into their tiered program structure; Bestie Status, Total Boss Status and Powerhouse Status. They also used a specially designed iconography that is consistent with their brand identity. With this approach, Lively strengthened its branding and community while encouraging customers to spend more.

Lively Email

2️⃣ Integrated loyalty page

86% of customers are willing to spend more when they receive a seamless experience. To make your loyalty program a natural part of your online experience and presence, try creating an integrated loyalty page.

This feature allows you to embed loyalty components directly on the page so customers don’t stray away. It can also provide a destination for both your existing and potential customers to return to regularly and encourages to spend more.

For example, Farmacy Beauty created an integrated loyalty page and highlighted it within the main navigation. This makes their loyalty program easy for new and existing customers to find.

F.b. Main Page

To encourage both existing and new customers to join their loyalty program, Farmacy Beauty shares its benefits on the main integrated loyalty page.

Because of this approach, Farmacy Beauty seen a 58% increase in their customer spend by loyalty program members compared to guest visitors.

F.b. Loyalty Proogram

3️⃣ Conditional tiers

A loyalty program helps you to encourage your customers to complete specific activities such as writing a review, referring to a friend or engaging on social media platforms. But, as an enterprise brand, you can take this to the next level.

With conditional tiers, you can segment your customers into groups and create custom rewards. For example, you could add your most loyal customers into a premium tier for an added fee.

Mirenesse, a leading makeup and skincare brand, created a paid “Gold” tier in their program that offers customers luxurious treatments and benefits in exchange for a $10 monthly membership. Customers who pay for this premium club gain access to secret sales, a tester panel for the new products, exclusive rewards and much more. With this golden approach, Mirenesse added more than $500,000 to their revenue in just three months.

M. Gold Tier

4️⃣In-Cart Rewards

Recent research shows that 68% of customers are willing to spend more when they receive a smooth experience. To deliver an effortless journey and increase your revenue, every stage of your loyalty program needs to be simple and easy for your customers to engage with.

With In-Cart Rewards, customers can redeem rewards with no need to apply voucher codes or gift cards. Instead, they can directly use their points against rewards from within the cart. With this enterprise feature, you can easily increase your program engagement, reward redemption, and revenue.

For example, Pacifica Beauty implemented In-Cart Rewards to their loyalty program that showed customers how much their cart is worth and how many points they have to redeem to get their next reward.

As a result, Pacifica Beauty increased its AOV by 22% from loyalty program members.

Pacifica Beauty In Cart Rewards

5️⃣ Instant points

To increase reward redemption and engagement, Instant Points allow your customers to see the points they can claim before checking out. This reminds them to engage with your program before they leave your store. They can also see the change in their total points instantly when they add a product to their basket.

For example, Ancient Nutrition, UK’s biggest nutrition brand, implemented Instant Points to show customers how far away they are from earning the next reward. To increase AOV still further, Ancient Nutrition recommended relevant products and how much points they’re worth.

With this smart feature, Ancient Nutrition increased its reward redemption by 300% and AOV by 36%.

5 loyalty program features that your enterprise store needs

As an enterprise brand, having a loyalty program is inevitable to enhance your customers’ lifetime value.

To set your store apart from your competitors and strengthen your relationship with customers, design a fully-customised loyalty program that is on-brand; use an integrated loyalty page that delivers a seamless online experience; create conditional tiers to deliver exclusivity and increase your revenue; implement In-Cart Rewards and Instant Points to enhance your reward redemption, program engagement, and your bottom line.

At LoyaltyLion, we also have specialist Loyalty Consultants on hand to assist enterprises, like you, to deliver a unique loyalty program that accelerates your marketing efforts and solves your ecommerce challenges.

Check out the Hall of Fame to learn some more loyalty program best practises from the best in the business.

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This article was originally published by our friends at LoyaltyLion.

About the author

Steve Hutt

Steve has entrepreneurship in his DNA. In the early days of online commerce, he achieved Power Seller status at eBay, which then propelled him to become a founding partner of VisionPros.com, a contact lens, and eyewear retailer. After a successful exit from his startup, he embarked on his next journey into agency work in e-commerce and digital strategy.

Currently, Steve is part of the Merchant Success Team at Shopify Plus, where he is a Strategic Advisor helping brands continue to grow and scale with the Shopify Commerce Platform.

To maintain a competitive edge and life of learning mantra, Steve also hosts and produces a top-rated weekly podcast show, eCommerce Fastlane, where he interviews Shopify partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, to help Shopify brands build and scale lifetime customer loyalty.