The Driving Force: How Organisational Buy-In Ensures Loyalty Program Success
At Coniq, we've seen time and again that while a brilliant strategy and cutting-edge technology are crucial, what really propels a loyalty program to exceptional heights is when the entire organization embraces and lives the loyalty mission. I'm Sarra Guetari, an Account Manager at Coniq for nearly four years, and I've witnessed this dynamic across diverse markets, from the UK and Europe to the US, and through our global Customer Success structure, even in regions like the Middle East and Africa.
A thriving loyalty program stands on several critical pillars: a seamless customer experience, compelling value propositions, enticing offers, an authentic emotional connection with customers, a sense of community, robust tech tools, and a highly personalized communication strategy. These elements are vital for longevity, precise data capture, and effective use. While we often explore these in our other Coniq resources, my experience leads me to another crucial, yet often underestimated, factor: a dedicated contact or SME (subject matter expert) of the loyalty program across each business unit.
Businesses thrive when loyalty isn't just a program, but a core part of their identity. When everyone, from the CEO down to the marketing team and the centre managers, embodies this commitment, that's when a loyalty program truly soars. As Otto Ambagtsheer, CEO, shared, "Guests who are members of our loyalty program spend, on average, 26% more than non-users and have longer dwell times at centers." It's clear this isn't just about a dedicated individual or technology component; it's about the entire organization buying into the mission of customer loyalty.
The Undeniable Need for Human Drive in Your Loyalty Program
Today, shopping destinations have access to incredible tools for their loyalty programs. Yet, it's easy to overlook the crucial human element that's truly at the heart of a program's success. For a loyalty program to genuinely thrive, especially in dynamic spaces like shopping malls or outlets, active engagement from the organization is paramount. This isn't just about simple oversight; it's about dedicated investment, where customer value and interests are genuinely represented. We've analyzed substantial data from our clients and their loyalty programs, and our reporting consistently shows that without a hands-on commitment, even the most advanced and well-resourced program risks falling short of its real potential.
Furthermore, the data gathered from a robust loyalty program can empower decision-making across every department, from marketing and finance to leasing. By leveraging these insights, you can optimize strategies, identify trends, and ensure that customer intelligence drives your business forward.
Let me share two compelling examples that underscore the profound impact of this organizational engagement on loyalty program performance:
Retail Destinations Driving Loyalty Program Growth
Example 1:
Just one year ago, a client of ours made a pivotal shift: they committed to actively involving their team across every facet of their loyalty program. This meant meticulously enhancing the customer journey, significantly boosting brand awareness, streamlining staff training, and refining on-site communication. This dedication proved instrumental, leading directly to a remarkable surge in the program's success:
- 80% increase in new members compared to the previous year.
- +9% in transactions.
- +10% in shoppers and visits.
- 13% increase in sales revenue.
These impressive metrics were a direct result of her hands-on approach and unwavering commitment to the loyalty program.
Example 2:
After a loyalty program's initial launch, Coniq conducted a crucial "health check" meeting. The goal wasn't merely to optimize platform usage, but to re-engage the entire internal team with the loyalty program's core objectives. This renewed alignment between the central team and Coniq's powerful tools led to extraordinary results in just four months:
- A 62% increase in loyalty program members.
- A phenomenal 125% uplift in transactions.
These outcomes weren't solely the product of technology. They were the direct consequence of a motivated organization taking renewed ownership of the loyalty program, activating the right strategies at precisely the right time.
Coniq's Partnership: Empowering Your Organization for Loyalty Program Success
At Coniq, we deeply understand this vital dynamic. We actively support our clients with a comprehensive suite of services, including dedicated Account Managers who provide expert assistance with strategic implementation and seamless adoption of our all-in-one platform. Our platform is designed to automate actions, simplify engagement, increase transactions, streamline communication through intuitive journey builders, facilitate effortless offer creation, and manage data effectively. We offer levels of support tailored to a loyalty program's maturity, all engineered to maximize efficiency and impact no matter the size or scale of your program.
While Coniq provides invaluable tools and expert guidance, the ultimate success of any loyalty program fundamentally relies on local champions validating actions, ensuring consistent follow-up, and keeping the loyalty program vibrant and dynamic. The powerful synergy between Coniq's advanced solutions and the dedicated organisational oversight from your business is what truly unlocks a loyalty program's full, transformative potential.
Ready to see how your entire organization can leverage Coniq's technology to revolutionize your loyalty program?
