In this interview, made to all those operators in the B2B and B2C world, as already seen above, it emerges that the 95% of the interviewees declares that loyalty programs certainly lead to growth, a trivial but in any case plebiscitary response;
In 60% instead of cases it is stated that, those who are the object of loyalty programs, actually spend 2 to 3 times compared to purchases defined as normal relative to the average expenditure.
The smallest cluster and in any case measured at 23%, states that purchases by customers subject to loyalty programs amount to at least 4 times the normal expense factor.
So let's focus on this data and see that, exponentially, if we have a loyalty program important, structured and that represents a real interaction with its users / customers, that truly engages its users / customers and makes them feel at the center of attention, that makes them really interact with our organization / activity, all, we know which leads to growth that cannot be found otherwise and which therefore corroborates the directing of investments on this type of instrument.
Compared to the companies interviewed, only ¼ is assumed to be in line with this type of activity (and we are talking about important companies) and in any case it is extremely difficult to measure these phenomena,
this does not mean that we should not go in this direction and for this reason it is right that every entrepreneur asks himself three main questions:
Am I investing the right amount to keep up with the market?
(because we know that digitization will lead more and more in that direction and because we know that digitization will lead more and more towards large marketplaces)
So the only alternative in order not to be either incorporated by the large marketplaces or not to be destroyed by the market is to be able to retain their customers and be able to maintain them in a stable way rather than slowly growing customers regardless because, if we do not have the ability to loyalty will always be an unfaithful customer.
Returning therefore to the first question, that is, if I am investing the right amount to keep up with the market and I am planning to raise the correct barricades, everything is necessary to counter a shock wave that with increasing intensity will try to erode our business.
Am I using the correct tools and in step with the times?
It is clear that the more we move forward and the more the tools are modernized, use new features… and the more they modernize and extend, the more they will be able to capture both the attention and above all the actions of our customers.
Of course, to do this I have to answer questions number 1 and 2 very well first, as there are so many tools.
In itself, however, the loyalty card is a tool, except that very few represent real "anchors" that are able to keep even large boats stationary, or rather the "anchor tools" that can keep customers still.
The bulk, however, is represented by outdated tools (the fidelity card itself 'per se') that no longer brings us any added value and therefore we arrive at a new question ...
Am I investing in a targeted manner or am I distributing my resources to everyone? What does it mean?
It means what we have already said previously, that is, if I only have the classic / traditional loyalty card I have a tool that everyone has and that does not bring me any added value if we have not firmly hooked a program of real interaction with ours. customer.
This reasoning leads us to a useful next question which is:
If I don't have any benchmarks, how can I understand if the size of the investments that I am an entrepreneur is putting in place is in line or not? And if there are reference values against which, again as an entrepreneur, I can measure myself.