If you want customers who deliver value, act as advocates for your brand, and stick around long-term, a loyalty programme is a great place to start.

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Your loyalty programme should be built for your business rather than a one-size-fits-all solution. It’s about what’s best for you and your customers.

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You can build a super-loyal, super-engaged base with customers that stay longer, spend more and tell their mates all about you by asking the following questions before you get started.

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• What’s your business model? – are you subscription-based, do you own a retail network, are you selling a service or are you online only?

• What are your goals? – are you trying to retain customers, drive repeat purchases or bring in a new audience?

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• Who is your brand? - what is your personality and positioning. How will this be represented in your programme.

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• Who are your customers? – who are you targeting, what do they need or want and what does the customer journey look like?

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• Who are your partners? – do you already work with brands or organisations?

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• What is your Customer Lifetime Value?  – which customers are at risk of leaving, and why? Which customers are high-value?

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• What integration is possible? – how do you want your new programme to work with your current systems?

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Know more, do better!

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Once you’ve done a deep dive into your business and your customers, you can plan your programme – whether it’s a points-based scheme, a third-party rewards model or something unique.

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You can then execute and communicate your new programme. That could mean building a tech platform to manage delivery, partnering with other brands for rewards and incentives and even running support services to help your customers understand the new scheme. Pretty much everything you need to make your new loyalty programme a reality.

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