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Loyalty is about creating relationships with your best customers and all great relationships are reciprocal. In loyalty, that typically means that if a customer spends a certain amount of money with your brand, you give them a something they want in return; a discount, free item, upgraded status, or better customer experience.
But relationships are more complicated now.
For modern consumers, especially the coveted millennial consumer, it’s not just about being rewarded for purchases. These fickle consumers want more from brands now. They want to engage on a deeper level and they are hunting for the products, services, and experiences that accurately reflect their values. Your loyalty program can help deliver the opportunity for consumers to get to know your brand on a deeper level. By leveraging interactions, you can deepen their relationship with your brand by incentivizing members to interact with brand content in a way they may not have otherwise considered.
The good news is, interactions aren’t just another immeasurable brand building initiative. Members who are incentivized for engaging with brands in non-purchase behaviors are more engaged with the brand and the program, and end up purchasing more than those who don’t.
For example, a global CPG has seen that members who engage with interaction earning opportunities (receive good will points via a post on their Facebook or Twitter page, earn points for reading an article or watching a video, etc.) purchase 250% more product over their lifetime than those who don’t.
While there are many types of interactions you can reward members for in your loyalty program, each brand needs to find the right mix that works for them. Most often, brands I work with tend to gravitate to offering incentives for the following types of interactions: