The Charm of a Tiered Loyalty Program
In today’s competitive world, brands search for ways to attract and retain customers and drive customer value as much as possible. For this purpose, brand owners seek solutions to make their names ‘permanent’ and ‘memorable.’ In today’s article, I would like to talk through one of these solutions, “tiered loyalty programs.”
Similar to conventional programs, tiered loyalty programs help you drive customer loyalty by giving away rewards to customers according to specific metrics. Unlike traditional loyalty programs, in tiered loyalty programs, customers are clustered within certain groups, tiers, or classes such as gold, premium, or elite each having certain differentiated benefits. The system is similar to a game; as they spend and reach a certain amount of spending, they will unlock new tiers and be able to benefit from the novel and various advantages like coupons, discounts, gift cards, tickets, etc. Tier names vary across brands – some brands prefer more self-explanatory names such as “Bronze, Silver, Gold, and Platinum.” In contrast, some prefer more divergent or to the purpose names such as “Lover, Devoted, and Obsessed.” If we come to the question, ‘What makes it so attractive to the customers?’, please continue to read this article, because I will explain it in detail!
Tiers create new ways to connect with your customers beyond transactions. People, in general, love being recognized and rewarded. Tiered programs pave the way for long-lasting relationships between customers and brands by making loyalty members feel recognized via special ranks and tiers while benefiting them in various ways. Customers also realize the advantages they would gain by committing to your brand, which would effectively help you retain them for a more extended period. They may also recommend the brand to their families and friends. Therefore, it can help create a long-lasting engagement between your brand and your customers.
Earn & Burn is a traditional method used in loyalty programs that enables loyalty members to collect points and spend them within a certain amount of time. However, some downsides, such as not allowing enough communication with customers like we see in tiered programs and having less personalization for customers, cause it to remain old-fashioned and insufficient. In a tiered loyalty program, consumers experience various privileged offers when they reach a higher tier, and most importantly, those offers are specifically arranged according to their needs and preferences. The key element of tiered programs is the motivation to continue and see what is next. The competitive spirit inclines your consumers to gain exclusive benefits, so they feel the urge to come back and purchase more to proceed. You may clearly announce the rewards of each tier, which is the most preferred and recommended way, or you may incorporate surprise gifts and benefits to enhance their curiosity. For example, it would be a good idea to reward consumers who leave a comment under the product they’ve purchased or those who share the product and bring new customers through their shared links. There is no limitation in designing this program; it allows you to broaden your perspective as a brand owner to create a stronger buyer and seller bond.
Playing games is loved by many regardless of age because it is amusing. The logic is similar in shopping. Spending money may be bothersome, but turning it into something fun is possible. The dynamic and gamified way to get a higher rank is a somehow creative and enjoyable way to retain customers. Creating an environment where consumers need to accomplish some missions and get their rewards accordingly will be similar to a game. For example, to earn extra points to reach a higher tier, customers need to spin the wheel, and they will randomly earn points. To be able to spin the wheel, they may be required to spend a certain amount or deposit money into their wallet. When they complete these steps, they will get their rewards. Or you can include hidden tiers and unexpected personalized benefits as they reach a specific expenditure.
A tiered loyalty program seems to be one of the most effective marketing tools. If you consider using it for your brand, there are a few things that you need to keep in mind. One of the critical elements of great marketing is to value your buyer. Firstly, analyze your target audience well and know their needs. Rewards and offers need to be personalized to have loyal consumers and build a strong bond between the brand and them. Secondly, there should be an outstanding reason for them to return to your brand and purchase more. Also, ensure a system that is not complex and easy to use. Lastly, the tiers you will use should be clear and well-defined. To motivate customers to reach the next tier, rewards should be worthwhile.
Customer satisfaction is fundamental to your brand, and a tiered loyalty program would probably be one of the best solutions for you to guarantee it. With a tiered loyalty program, it is inevitable to have lifetime customers that are loyal and satisfied. Good luck!