Bring more customers back with a loyalty programme

How to set up a digital loyalty programme that brings regulars back, from choosing the scheme to ten ways to drive sign-ups.

Regulars are the cheapest revenue you will ever earn. They already know the venue, they tend to spend more, and they bring friends. A loyalty programme is how you keep them, and setting one up properly takes far less time than most operators assume.

Get the structure right first, then make some noise about it.

Make your loyalty programme a success

There are a few things to consider beforehand to make sure your programme will succeed. A quick checklist to get you started:

• Choose a type of loyalty programme: stamps, points or tiers. Our guide to getting more from loyalty stamp cards walks through the simplest option

• Set up your rewards structure based on number of visits or amount spent, and keep it achievable

• Decide on a type of reward: a cash discount, or a free meal or drink

• Customise it to your brand, with your colours, logo and tone of voice

• Give it a name to make it feel like something people join, not a scheme they are enrolled in

Go digital

Forbes reported in 2020 that 75% of customers engage more with a loyalty programme when it is accessible through their phones. A digital stamp card like ours increases customer spending and improves the overall experience at the same time.

It is much more convenient for your customers, who can collect stamps in three easy ways directly on their phone. No more lost cards or missed stamps.

Businesses, on the other hand, get access to customer interaction data. Every recorded visit can feed personalised email and SMS campaigns that encourage revisits and spending. For example: “Only 1 stamp left, come by today and get an extra one.”

Loyalty programme promotions

It is all about spreading the word. Make use of your digital channels and drum up some excitement before you launch by posting sneak peeks.

Here are 10 easy ways to encourage sign-ups:

• Email your database to introduce your new loyalty programme

• A pop-up or banner on your website

• Social posts with regular reminders and promotions

• Incentivise sign-ups with special deals or offers

• Add perks: early access to your events, birthday specials

• A “refer a friend” scheme to spread the word

• An automated sign-up email or text message for new customers after they’ve left the venue

• Digital in-venue promotions displayed on customers’ phones when they connect to your Guest Wi-Fi

• A bonus stamps or points event, which boosts your quieter times at the same time

• Contests and giveaways for loyal members only

The last two are worth scheduling for your quietest weeks. A double-stamp Tuesday does more for a slow service than any offer running on a Saturday night.

Learn more about our loyalty feature here, or get in touch with one of our team, who are happy to run you through it.