A simple program specification with an affordable reward and a measurable goal.
Choose the behavior you want to support
Start with a customer goal such as returning for a complementary product, discovering a new release or building a lasting relationship with the brand. Decide which behavior a loyalty program can reasonably encourage.
Study repeat purchase timing and product economics before choosing points, tiers or rewards. A program should be understandable without a long explanation.
Make the rules predictable
Document what earns a reward, what it can be redeemed for and how returns or cancellations affect it. Review the supported program settings and test the member experience before launch.
- Start with a small number of earning rules.
- Explain progress and redemption in plain language.
- Check reward costs and interactions with other promotions.
- Assign an owner for member questions and exceptions.
Measure the program over time
Track participation, earning, redemption and repeat purchasing over an appropriate product cycle. Members may already be more engaged than non-members, so a simple group comparison is not proof of incremental impact.
Collect feedback on rewards and friction. Improve the experience before adding more tiers or rules.
Your next steps
Use this checklist as you work through the guide.