Home / Articles

Articles

How do you create a loyalty programme for top-end customers who are not influenced by discounts and saving money?

We believe, for long-term loyalty you need to connect with your customers through unexpected moments of delight, on an emotional level. People crave the unexpected and are attracted to moments that money can’t buy. Because loyalty gives you permission to engage with customers, track their behaviour and interactions with your brand. You now have the power to use the data beyond…

Read More

Opportunities in creating Customer relationship management online: An interview with Truth

Truth is proud to partner with UCT GetSmarter to provide insights to their marketing students on loyalty & CRM best practices. Truth shares her experiences and views about CRM and loyalty in South Africa.  The topics discussed in this interview include: challenges & opportunities relating to the management of loyalty programmes, trends in CRM and loyalty including…

Read More

Customer Centricity – the ultimate prize of loyalty

Many of our clients ask us why they should be creating a loyalty programme and the answer is simple: to gather customer data. A loyalty programme allows a business to capture customer data and combine it with internal business (e.g. product) data to really start understanding customers’ behaviour patterns and preferences. The key lies in the way that a business then analyses the data…

Read More

Brands take big leaps to revamp their loyalty programme offering.

Customers demand choice & brands are giving it to them. In the last 18 months we’ve witnessed brands changing their programme propositions to meet the demands from consumers to allow more flexibility when it comes to rewards earning and redemption. Whilst a great deal of consumers choose to redeem points frequently, there are many who practice…

Read More

It’s all about simplicity and ease of use.

Simplicity is the new theme echoed in the world of loyalty. Creating complicated hurdles to earn and burn and making it difficult for consumers to participate in your programme is a thing of the past. We have seen companies over the past 12 – 18 months break away from rigid legacy systems and processes to slick, streamlined customer loyalty experiences.…

Read More

The link between simplicity & redemption

Brands have begun to realise that true value for the customer lies in high redemption rates, which in turn, also reduce the weight of loyalty on the balance sheet.   Apart from lightening the balance sheet liability, higher redemption drives a greater brand experience, increased customer loyalty (creating a longer term asset) and greater customer…

Read More

Fee based programmes can’t be ignored

A brewing topic in the loyalty world is the concept of “fee-based” or premium loyalty programmes. In the last 18 months, many notable loyalty programmes have adopted the pay-to-play (subscription based) model where members pay a recurring fee to stay in the programme in exchange for heightened level of service/experiences and/or product specific benefits that…

Read More

75% of South Africans are using loyalty programmes

Pharmacy and beauty retail is leading the charge when it comes to loyalty programmes in South Africa. Clicks Clubcard has remained at the top as the most used loyalty programme at 72%, 12% points ahead of no.2, Pick n Pay Smart Shopper at 60%. Dis-Chem Benefit Programme ranks as the third most used programme –…

Read More

Critical success factors to consider for your loyalty programme

What are the critical success factors to consider when evaluating your loyalty programme or creating your new programme? As part of the process to better understand what success means in loyalty, we have 10 critical success factors to bear in mind when developing a new programme or evaluating an existing one. These 10 critical success…

Read More

Increased redemption drives increased engagement!

It’s an age-old theory that if you create a loyalty programme on high breakage that the numbers in the business case will add up nicely. Well according to the Truth Loyalty Whitepaper 2017, you can see that this stage in loyalty programme thinking is strictly over.   There is a direct correlation between loyalty programme performance and redemption…

Read More