As a seasoned loyalty management consultant, I’ve enjoyed exposure to the inner workings of many companies to understand their loyalty program strategy and their approaches towards member engagement.
One area many companies tend to fall short on is lifecycle member management. A quality loyalty program requires much more than just offering some points as a reward for purchases. The join process needs to be as simple as possible, the on-boarding process should be sophisticated and personalised, the growth and advocacy processes incredibly rewarding and compelling and, when all else fails, there need to be well-designed retention and winback strategies.
A great example of a winback campaign is the recent collateral I received from Marley Spoon (refer to image). While they don’t specifically have a loyalty program, they do have a large base of members who require lifecycle management. I experimented with Marley Spoon last year and loved the food; it was great quality, the recipes were easy and it was tasty.
The only reason I stopped was because of the large amount of packaging which comes with each order. Conscious of what humans are doing to the world, I’m trying to reduce my use of products with excess packaging where I can.
That doesn’t detract from Marley Spoon’s winback campaign, which offered me $15 off my next box with a unique voucher code. Marley Spoon have expanded their range to offer 20 recipes to choose from each week, including meat and fish, fast, no added gluten, vegetarian and family-friendly.
Now I’m hungry.
Philip Shelper is a loyalty management consultant based in Sydney, Australia who obsesses about everything to do with loyalty and rewards. His company Loyalty & Reward Co are a leading loyalty consulting firm.
Phil is the author of Blockchain Loyalty: Disrupting loyalty and reinventing marketing using cryptocurrencies. Buy the book.
www.blockchainloyalty.io is a global resource centre for everything blockchain loyalty.