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Here's a loyalty programme that really works
Graham Hawkes
/ Categories: Customer Service

Here's a loyalty programme that really works


 

If you are going to capitalise on your loyalty programme, you need to walk in your customers’ shoes and try to assess what it is that they want that will make them use your organisation again and again.

 

A good example of this is the Top 10 Holiday Park card.  When you sign up for the Top 10 card, you not only get deals offered by the organisation, you automatically qualify for discounts in every town nearby to Top 10 camps throughout the country.  There are also national benefits such as discounts on the interisland ferry and tyres at a specified retail franchise.

 

So what Top 10 have worked out is the specific needs of the majority of people who stay in their camps. And because what they offer has real value, they ask you to pay to join – that’s right – it costs $149 to join for two years.  And the pay back?  Instant discount on your current booking and any associated tours you book through them.  After that there are discounts in eating houses, camp gear shops and other camping allied shops.

 

I joined last month at Kauri Coast Top 10 and already we have paid for it with discounted activities at that camp, and a huge 60% saving at another camp we have booked in May.

 

But installing the system is only the start.  The reception staff at every Top 10 are skillfully trained to pitch the benefits of the loyalty programme to everybody who checks in.  I’ve said “No” many times when using a Top 10 Park but this time it suited me to say “Yes,” and it worked out far better than I thought it would.

 

So have a think about how you can apply those principles to your organisation – it’s far better than offering one free for every 10 you buy.  Maybe you could form your own alliances on a smaller scale to start with, and see where it goes.

 

Give me a call if you want to throw some ideas around.

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