Be considerate of customers, don’t let the bonus points have a mere appearance

by:Ennas      2022-02-15

As a form of promotion, many chain companies (brands) are keen to carry out points exchange activities, but the actual effect is very different. Some have indeed increased sales and customer consumption frequency due to points exchange, while others have no benefit to the improvement of business performance, but increase the cost and confusion. So, how do you make bonus points gifts play their due role and value? The content of redeemable gifts must not be redeemed with points to win big gifts, 'over 200 points will have surprises' and other words, but should be clearly stated in a way that allows customers to clearly know the items that can be redeemed for gifts, so that customers can Have your own judgment and choice. Some customers will choose to purchase some non-essential goods to exchange for gifts based on their points situation. If the redeemed gifts are not satisfactory, they will inevitably be disappointed and complain. Transparency in exchange is a requirement. Companies make full use of various channels to effectively inform customers to ensure that customers know the content of the points exchange activities (such as point value, gift exchange and exchange time). And publicize the gift exchange in an obvious place on the storefront. Time or through other effective means such as issuing DMs, phone calls, SMS notifications, etc. Otherwise, once customers miss the opportunity to redeem gifts, they will feel cheated. In the long run, companies will face a decline in customer loyalty. Promotional standardization. The point redemption time and content of each store may be different, so customers are most likely to travel between several stores. At this time, if the points exchange policy is inconsistent, it will affect the continuity of customer consumption. For example, if store A points are only limited to store A, and store B points are only limited to store B, customers may choose one of them as the target consumer store by weighting. As a result, the company's overall sales performance will decline . At the same time, it will also affect the overall image of the company. It is the store A or store B that impresses customers rather than the company, which is not conducive to the spread of the corporate brand. Therefore, the implementation of promotion standardization is to ensure that the points exchange policy of each store under the company is consistent. In addition, it is necessary to ensure that customers can redeem corresponding gifts in any store, which can reflect the emotional care for customers, and its benefits are difficult to quantify. Hierarchical Points The goal of hierarchical points lies in the rational design of stimulus differences and gift content to reflect the difference and value of points gifts. Assuming that you spend 10 yuan to accumulate 1 point and set 10 points as the starting point for redemption, how many levels should be set for the interval to 100 points? First of all, two extremes should be eliminated: one is that there is no hierarchy in between, and it jumps directly from 10 points to 100 points. In this way, even if the gift setting is more attractive, the difference between the levels is too large, which seriously exceeds the consumption expectations of some customers, and it cannot meet the expectations. The effect of stimulating consumption; the second is to set too many levels, such as recurring with 10 points as the standard. Because the difference is too small, the value of the gift cannot be reflected at all, and every increase in the level means an increase in the value of the gift. The land increases the cost of enterprises. The setting of the stimulus balance should be based on the customer's consumer psychology and regional consumption level. In addition, the value of gifts in each scoring interval cannot simply show an arithmetic relationship, but should have reasonable differences. Assuming that the value of the 10 points redeemable gift is 1% of the consumption, the value of the 50 points redeemable gift should be adjusted (for example, with a coefficient of 1.5%) to reflect the difference. The diversification of gifts is to meet the consumer psychology of customers and meet the individual needs of customers, and to provide as many gifts as possible under each point level. At present, when most companies set up bonus points, they usually only set up one mandatory option under each level.' For example, 100 points can only be exchanged for a cup of water, and customers have no other choice. This may lead to customers The lack of this demand reduces or even eliminates the desire to buy. For this reason, it is recommended that companies comb and analyze the complete membership information to identify key customer groups, and set up as many alternatives as possible according to their needs. If there are more customers, you can increase life gifts; if there are more female customers, you can increase fashion gifts.
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