When it comes to increasing customer retention and boosting brand loyalty, there’s generic rewards programs and then there’s branded ones. If you’re looking to create a culture among your customer base and develop meaningful emotional connections that run deeper than transactional discounts; your loyalty program should be on brand.
Not only does it add to your company’s personality, but it provides you with extra (and direct) lines of communication to individual customers. It reinforces your brand messaging and generally offers a more exciting shopping experience for your customers.
So… here’s how to brand your loyalty program and retain more customers.
1. Give your loyalty program a unique name
First thing’s first: what’s your rewards program called? Don’t just call it [Business Name] Loyalty Program… how boring! By giving it a specific name, you make it stand out from other loyalty programs and distinguish it as more memorable. It’s also an easy way to reinforce your brand’s overall tone of voice.
Some good examples of original loyalty program names include:
Nordstrom’s “Nordy Club”
Pixi Beauty’s “Pixi Dust”
Kohl’s “Yes2You Rewards”
e.l.f.’s “Beauty Squad”
You can even take it a step further and assign quirky titles to every aspect of your rewards program, like bidet manufacturer TUSHY has done. Its loyalty program is called the “Clean Butt Club”, points are referred to as “Butt Bucks”, and you can earn “Extra Booty” by inviting “Butt Buds” to join… it’s all a little bit cheeky ;)
Whether your branding is playful, slick or perhaps more serious, you can reflect this in your loyalty program’s labelling.
2. Make your loyalty program a prominent part of your website
Whether your website involves ecommerce or simply contains helpful information about your brick-and-mortar store, it should have a dedicated loyalty program explainer page.
Include all necessary information but in as few words as possible, preferably with some vibrant imagery to make it easier on the eyes! Here’s our own Stamp Me Explainer Template that we offer clients as guidance:
Introducing our Stamp Me loyalty program – the new way to earn rewards every time you spend at [business name].
Get one stamp for every [$10 spent]. Earn  stamps and get [a free coffee] – simple!
Download the Stamp Me app from the Google Play Store or Apple Store on your mobile to start earning [and get your first stamp free just for joining!].
Press ‘+’ and then scan this QR Code to join our card and start earning rewards [and get X sign up reward free just for joining]!
[Don’t forget to join our Birthday Club to get a gift on your special day!]
For more information, see www.stampme.com or contact us at [email@example.com].
Using Stamp Me’s loyalty app, Floridian business Tenaga Kava has a dedicated loyalty program explainer page on its website. If your business is known for snappy tongue-in-cheek copy in your product descriptions and advertising, be sure to inject this tone of voice into the content on your explainer page for consistency.
3. Weave your brand’s core values through the rewards themselves
Nothing puts customers off like overly-complicated processes and procedures. In the spirit of globally successful brands like Netflix and ALDI, try to make simplicity synonymous with your brand. Your loyalty program is a great way to reinforce this.
Foster City in California has launched a community-wide initiative for boosting customer retention and brand loyalty among local businesses, using the Stamp Me Loyalty Card App.The website explains the rewards program very clearly and succinctly, for an efficient and streamlined loyalty experience.
5. Use clever imagery with your brand’s colours and style
This one is quite straightforward. Aesthetics are crucial when exploring how to brand your loyalty program. Notice how big-name brands always maintain the same look and feel across their shops, websites, digital loyalty apps, emails, social media pages and other touchpoints?
Consistency is key, and if you haven’t done so already, it might be worth sitting down to devise your brand’s chosen font, colour scheme and design style. Customers will forever associate this aesthetic with your brand, and this helps to expand brand awareness among new customers as well.
6. Final tip? Include a loyalty program signup call-to-action on your customer receipts
Whether it’s a physical receipt or it’s sent via email, receipts are something that every customer is exposed to. This makes it another ideal avenue for broadcasting your loyalty program and incorporating it into your branding at the same time.
Consider designing your receipts in such a way that it features your company logo with a CTA for your rewards program blended into it. You can even invest in an automated tool that calculates how many loyalty points a non-member could have earned for their purchase – this creates extra incentive to join!
Now that you know how to brand your loyalty program, let’s get started!
At Stamp Me Loyalty Solutions, we provide businesses of all shapes, sizes and industries with a convenient and affordable digital loyalty app that can be customised to reflect your unique branding.
Offer your customers tailored offers, personalised communications and enticing rewards via a sleek, user-friendly mobile app. For more information regarding how Stamp Me can help you brand your loyalty program, please don’t hesitate to get in touch. A friendly member of our professional team will be happy to assist.