Loyalty cards are a major asset, especially after so-called non-essential businesses have had to close their doors and are found to be in competition with online stores. It is well known that the French are friends of loyalty cards. Just take a look at their wallet to see dozens of loyalty cards. Marketing process that has brought so much success and whose role is to build customer loyalty. What is the relationship with new technologies?
The traditional loyalty card for the purpose of retaining local customers: merchants or restaurateurs who have their own shop often offer one so that customers automatically return to their shop and not to that of the competitor (hairdressers , beauty salons, perfumeries, dry cleaners, etc. often offer them). The customer is happy to imagine the moment when he will be able to take advantage of the advantage and the same is true for large entities such as Sephora, Marionnaud, etc.
4 assets
Encourage to come back
The idea of offering a loyalty card is simply to entice your customers to come back.
Reward customers
Offering a loyalty card to your customers is a money to prove to them that their loyalty has value in your eyes. It even happens that customers themselves ask the merchant if he has a loyalty card.
Reinforce the brand image
A communication medium that customers keep in their wallet and therefore see the loyalty card daily. They are therefore led without realizing it to think of your business.
A database will be created
Before giving a loyalty card, it is a good idea to sue a customer by filling out a form under the pretext of, for example, giving them a gift for their birthday such as One Day Elsewhere. This is also an opportunity to find out your e-mail address or telephone number. It is relevant to remind them by sms without being too invasive.
But are customers still addicted to cards?
Loyalty cards still seem to satisfy the French according to the TNS Sofres survey (Reference of marketing and opinion studies in France) carried out after 10,500 French households in 2016. The invasion of new technologies has not changed their habits. Indeed, the latter retain an average of 7 loyalty and payment cards with them.
What type of cards do the French offer?
72% of magazine customers have a standard loyalty card. A figure that shows the interest in this loyalty lever. In 2010, customers did not have 5 loyalty cards compared to 7 today.
If the loyalty card is a good means of loyalty, I believe it is suitable for customers to bring distributors.
What cards?
The subscription card which offers a systematic discount. It’s a long-term mechanism. The ideal solution to retain your customers over the long term.
The stamp type card that allows you to count the number of visits by your customer to grant him a discount on the next visit. The system invites customers to come regularly and they get a reward which is the prize reward.
The point letter based on the amount spent. The longer the customer stays, the greater the accumulation of points. These points can be used to gain access to free or discounted products or services.
Paper map or digital map?
With the emergence of new technologies, the paper loyalty card may seem obsolete. However, the French are still addicted to cards, this is revealed by BNP Paribas Personal Finance. The entity lists no less than 185 million active cards in 2016, based on a TNS Sofres survey carried out among 10,500 French households. Consumers have an average of seven cards; some of them, such as loyalty programs, are part of the link forged with the retailer and the brand.
In conclusion, I know that:
- 90% are sensitive to promotions and discounts
- 74% are sensitive to gifts
- 80% like to be victimized as followers of the sign
- 55% are ready to go to the same store to make their purchases.
Source link
