The benefits of rewarding non-transactional activities (for your business & your customers)
Over the past few years we have explored the rising trend of rewarding loyalty members
for non-transactional behaviours and according to this year’s data, consumer interest and
attitudes are improving.
The popularity of incentivising and rewarding desired behaviours beyond transactions is
understandable. From a brand perspective, advantages from non-transactional rewards
are reaped in the form of increased consumer engagement and data gathering. Consumer
insights surmised from actions such as online surveys, reviews and social media activities
Rewarding beyond transactions is frequently used as a mechanism to drive specific
consumer behaviours. Higher usage of an app may be encouraged and rewarded in
order to reduce postage costs of statements or incentivising consumers to update contact
details will ensure the business’s database is up-to-date, containing correct information.
It is, however, not solely the brand that benefits from non-transactional behaviour;
consumers do too.
Rewarding customers beyond transactions ensures the consumer feels valued by the brand outside of monetary exchange. The interaction becomes more personal and consumers, who may not have the spending power to earn frequent points and instant rewards traditionally, feel a sense of inclusivity when given the opportunity to earn through action-based activities.
A great example of how a brand has seamlessly incorporated this into their loyalty programme is Vans. The Vans loyalty programme, Vans Family, is a programme designed to recognise and reward members for who they are and what they like to do. Members receive points for shopping and for engaging with the brand.
“As a part of the Family, members get insider information, access to member-only contests and experiences, and sneak previews of upcoming product releases. As an added bonus, Family members will also have access to exclusive patterns to customize footwear and accessories in the Vans Customs platform.”
– Vans press release
Upon signing up, members are asked a series of questions to customise their profile. If a member doesn’t want to answer these at sign up, he/she can do so at a later stage.
Engagement opportunities include answering poll questions, sharing photos and stories, and more, for which points vary. With their points, members redeem for things like members-only branded items, opportunities to win athlete-autographed products, as well as partner and sponsor-associated digital rewards.
The programme was built not as a transactional driver, but as a brand initiative to drive a deeper connection between the brand and consumers.
- Upload a photo and win a pair of Vans