The main problem with mobile loyalty programs and loyalty programs in general is that they're mainly kind of like forced price discounting programs are you really gonna pay the full price from the plastic card offers you a discount probably not but just by paying with the card and getting a discount doesn't really create loyalty doesn't create any loyalty between you and the company and in fact sometimes you have loyal customers for reasons other than the discounting and maybe you have some emotional lower loyalty going on and you're subsidizing customers that are already loyal and this really erodes our profit margins and really doesn't make much sense sometimes we also mistake transactions for loyalty and just because someone buys from you very frequently doesn't necessarily mean that they're loyal
Economy marketing is going to go back to the old butcher shop style the mom-and-pop stores that knew our names they knew our children's names and names of our dogs and they understood our context and as humans we like that personalization so they use that context that understanding of who you are and what you like to do business with you and the two pieces in a very effective way a way that made you emotionally loyal to them.
I want to discuss how you can actually take behavioural loyalty and functional loyalty and turn this into emotional loyalty within your business so let's jump into that next so like. Winning the hearts and minds of customers is it better to win hearts or is it better to win minds it is about getting a balance and it depends on what industry and what sector you're in and behavioral oil tea and functionality are very different to emotional loyalty with behavioral loyalty it's pretty much just customers buying from you several times or even buying time and time again very easy to do very easy to implement these tracking mechanisms because you have the transaction data and you are accruing the points you're tracking them and you know that a certain customer buys something time and time again therefore they must be loyal well not at all it's not always the case because customers can be buying from your business routinely
One of the biggest problems of loyalty programs they feel like hard work right. They don't want to work for ones points if there should even be points in the first place if you are gonna do a points program and what which is kind of what we call fix progression moving from point A to point B which by the way can kind of seem like this long journey This goal sometimes if things kind of seem too far away and the value of what they're getting or they can get it elsewhere it let for less effort sometimes it's just not worthwhile and people are like not really that interested next and then you've missed that opportunity so one thing that you can do if you're using picks progression loyalty programs is to give them a little help give them a push give them this head start
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Geater rewards and discounts at your bar restaurant number to add a signup form to your Facebook page provided opportunities for new customers to sign up for your loyalty program right there on the Facebook page it's a simple idea with a simple signup form you can easily capture new loyalty program members directly on the Facebook page number three give loyal customers the inside scoop in your business it's really important to make your loyal customers feel special invite them to exclusive events at your bar restaurant via your facebook page or simply spread the word about a new menu item regardless you should be making sure that they're the first to know about upcoming news and events