Getting consumers to join your loyalty program is one thing. Getting them to stay and engage with your brand is another.
Consumers have countless choices at their fingertips which makes your job of engaging them more challenging.
Launching, upgrading or optimizing your loyalty program are great ways to increase customer engagement with your brands.
From a loyalty perspective, in March:
- Parker’s launched a new premium loyalty program called Chewy’s Drink Club.
- Canadian Tire launched a premium loyalty tier as part of its Triangle Rewards loyalty program.
- Cinnaholic launched a points-based loyalty program.
- True Religion launched the TrueFam loyalty program.
- Chick-fil-A updated its loyalty program which includes consumers needing more points to redeem certain menu items.
Parker’s New Premium Loyalty Program
Parker’s new Chewy’s Drink Club is a beverage premium loyalty program that costs members $6.99 per month.
Chewy’s Drink Club members can redeem one large fountain drink per day at any Parker’s or Parker’s Kitchen convenience store in coastal Georgia or South Carolina, according to the new program.
Parker’s CEO Greg Parker said the new program will “save customers time and money and offer a frictionless experience at checkout.”
Premium loyalty adoption is increasing and getting more traction among consumers, according to our 2022 Premium Loyalty Data Study. The three reasons premium loyalty adoption is rising now are:
- Consumers have unlimited choices.
- We live in an instant culture.
- Consumers love subscriptions for music, to clothes, movies and meals.
Consider that 78% of consumers are willing to pay to join a premium loyalty program.
Canadian Tire Launched a Premium Loyalty Tier
Canadian Tire’s premium loyalty tier costs members $89 per year and is an upgrade to its current Triangle Rewards program.
According to the company, members who pay for Triangle Select status will be able to earn CT Money faster through “stackable, bonus rewards” on eligible purchases at its stores, including Canadian Tire, Mark’s, Sport Chek, Sport Experts and Party City.
Triangle Select members receive a “welcome gift” valued at $50, online shopping perks and, for a limited time, a six-month subscription to the streaming service Crave.
Cinnaholic Launched a Points-based Loyalty Program
Cinnaholic, which garnered national attention when company founders Shannon and Florian Radke appeared on Shark Tank in 2014, launched a points-based loyalty program.
The new loyalty program awards members 10 points per dollar spent online or in-store. Company officials said the program’s rollout will be initially available in select cities and then the rest of the brand’s footprint in the future.
Cinnaholic has 82 stores and plans to open 25 more this year. Company officials are incentivizing customers to join the new loyalty program allowing members to receive a free cinnamon roll for their birthdays and occasional surprises throughout the year.
The Radkes opened their first Cinnaholic bakery in Berkeley, CA, in 2010. The couple appeared on Shark Tank in 2014, and received an investment offer from Robert Herjavec, but opted to adopt a franchise business model in 2015.
True Family Launched a Tiered Loyalty Program
True Religion, an iconic American denim and sportswear brand, launched a tiered loyalty program called True Fam.
True Fam will allow company officials to focus on customer retention.
“Customer retention is one of our top priorities as we evolve to become primarily a DTC brand,” True Religion CEO Michael Buckley said. “Our new True Fam loyalty program will allow us to maximize customer retention and customer lifetime value, both of which are essential to True Religion’s continued growth.”
The three-tiered loyalty program allows True Fam members to earn and redeem points across all consumer touch points, including in-store, online and through the brand’s recently launched mobile app.
True Fam’s tiers are Opening Act, Headliner and Icon.
Each tier offers points based on spend, welcome discounts, birthday discounts and early access to sales. New tiers offer more rewards.
Opening Act status is free to anyone who signs up and rewards shoppers with 1 point per dollar spent; 15% off Welcome Discount; $10 off Birthday Reward; and early access to sales.
Headliner status is achieved when shoppers spend $200 per year and rewards members with 1.25 points for each dollar spent; 20% off Welcome Discount; $15 off Birthday Reward; $20 off Anniversary Discount; early access to sales; members-only sales and events; and access to True Religion’s annual sales event.
Icon status is achieved when shoppers spend $400 annually and rewards members with 1.5 points for each dollar spent; 25% off Welcome Discount; $20 off Birthday Reward; $25 off Anniversary Discount; early access to sales; members-only sales and events; and access to True Religion’s annual sales event.
Read more about tiered loyalty programs.
Chick-fil-A Updated its Loyalty Program
Last month, company officials notified loyalty program members that beginning April 4, 2023, point values for some rewards will increase.
The new rewards include:
- Large Waffle Fries: 500 points
- Chick-fil-A Nuggets: 600 points
- 2-count Chick-n Strips: 600 points
- Sausage Biscuit: 700 points
- 5-count Grilled Nuggets: 800 points
- Bowl of Chicken Noodle Soup: 1,200 points
- Meal (including entrée, side, and drink): 2,500 points
The new rewards system will also add two rewards for Red Members and Signature Members only. Red Members can redeem 1,200 points for a Kid’s Meal and Signature Members can redeem 3,000 points for a gallon of Sunjoy, in addition to the Red Member benefits.
Starbucks did something similar with its loyalty program.
Make Your Loyalty Program Stand Out from Your Competition
Whether you want to launch or upgrade a loyalty program, either points-based, tiered or premium, you’ll attract and engage customers with your brand.
You can incentivize your customers through loyalty amplifiers to enhance engagement and advocacy levels.
The key is focusing on your customers by providing a loyalty program they’ll engage with for the long run.
If you want to talk to our loyalty experts at any time, feel free to reach out to us here.
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ebbo helps brands achieve their customer loyalty goals with full-service, end-to-end solutions and also creates original educational content straight from the experts to help loyalty marketers stay on the cutting edge of customer engagement.