Please enter your username or the email address associated with the account so we can help you reset your password.
Every Loyalty Program Has an Engagement Loop
Every loyalty program has an engagement loop of behaviors and actions that members repeat as they rise to become your most valued customer. At a minimum, that loop is likely: spend to earn, spend to earn, spend to earn, and, finally, redeem. Then start the cycle over. If you’re in a highly competitive industry this simple kind of program may not be enough. You’ll need a stronger engagement loop; one with appeal and stickiness.
To perfect your loyalty program’s engagement loop we’re going to leverage principles borrowed from video game designers who are constantly working to improve their video gameplay loop design: Focus, Anticipation, Progression, and Appeal. Game designers use these principles, and others, to motivate behavior and improve repeat play.
Your members must know what they’re working towards and their level of progress towards that goal at every touchpoint. Provide visual and visceral focus and feedback on your members’ progress towards earning a reward. Often overlooked opportunities to provide focus include: