Loyalty Programs, B2C Marketing
Loyalty programs cracked the code on success when brands realized member retention was, in part, based on creativity.
As a core principle for loyalty marketing, many brands have prioritized unique strategies to attract consumers. Here are three B2C loyalty program strategies that are successful right now:
1. Free delivery and increased points from Kroger
You know customers receive something well when a handful of pilots lead to expansion.
That’s exactly what’s happening with Kroger’s Boost Membership, a rewards program offering free grocery delivery and increased fuel points. The expansion comes on the heels of inflation and a looming recession. The initial launch was piloted in four markets (Cincinnati, Atlanta, Indianapolis and Columbus) and promoted higher delivery sales and customer retention in four pilot markets.
With an annual spend of $59, users get free unlimited delivery within 24 hours on orders over $35. Those who spend $99 a year get unlimited free delivery within two hours on a bill of $99 or more.
2. Eliminated expiration dates from Southwest Airlines
Unforeseen circumstances, travel mishaps, date mix-ups… anything can cause travelers to cancel a flight and receive a voucher in its place. And when life gets in the way, the last thing people want is to watch that voucher expire before they get the chance to use it.
Southwest Airlines understands this, and they’ve come up with a solution. The airline has created a new policy eliminating flight credit expiration dates. For the time being, customers will see a placeholder date of December 31, 2040. Later this year, Southwest Airlines will eliminate all expiration dates.
3. Self pickup from Kohl’s
Consumers nationwide will now have the convenience of self-pickup at all Kohl’s locations thanks to the company's latest expansion. Anyone who orders online and requests self-pickup will be notified via email that they can expect their order to be ready within two hours.
Staying creative and offering consumers a variety of interactive loyalty options will help prevent boredom and encourage engagement. These three brands understand the power behind unique strategies, and their loyalty decisions have paid off.
