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How to Run a Loyalty Rewards Program

NEW YORK ( MainStreet) -- Loyalty reward programs are a great way to get repeat customers, but how do you get the most bang for your buck when creating one?

We spoke with Tom Kelley, principal at Access Point Media Group, on suggestions for best practices when creating a loyalty program. Kelley specializes in brand building for small businesses and start-ups, mainly in the restaurant and hospitality industry.
Loyalty rewards are a great way to get repeat customers, but there are right ways and wrong ways to do them.

Are loyalty programs necessary for small businesses?

Kelley: It really does have to be one of the critical components of your marketing program. It can't really stand alone. What happens a lot of times with small businesses, companies rely on one type of marketing -- advertising or word of mouth or social media only or loyalty programs only. We find [they need] a broad brush of strategic marketing program that includes all of those things.

Loyalty programs [are] supercritical these days because so many operators are taking the real easy way out of discounting with coupons and daily deals. We find that the loyalty program is a perfect substitute and should be considered above and beyond any of those things. [Coupons and daily deals tend to] discount their potential brand or their potential equity in the brand.

Do loyalty programs really work?

Kelley: They increase the amount of interaction you have with your guests and you're able to communicate extra value, which is critical, especially in times like this. There's always ability to reach out and offer somebody who is not necessarily buying right now to buy with some kind of additional promotion. At the end of the day it's really just a database ... to communicate with your customers and to hopefully lure new customers into opting in to offers and promotions and rewards that make their life easier and create that value element.

How does a business decide what type of program is best for them?

Kelley: It really depends to a large degree on who your audience is and at what level you're operating. For example, you can have a corner coffeeshop location and they're still using old-fashioned punch cards [giving customers] a free cup after 10 purchases. There's nothing wrong with that, but there is also Morton's Steakhouse where their clientele demands things like preferred seating, preferred valet parking, free after-dinner drinks. So there are different levels within loyalty. It really depends who your audience is and what their expectations are.
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