Loyalty
Programmes
There are
lots of different loyalty programmes.
•
There are reward programmes which give you discount coupons. These
coupons offer you a discount on future purchases.
•
Programmes based on preferential treatment. Airlines offer their
best clients the facility of a VIP lounge.
•
Multi sponsor programmes. Usually a company has an agreement with
lots of different companies. For example, Travel Club.
•
Points Programme. There are a lot of loyalty programmes which are
based on acumulating points which lead to prizes!
•
Programmes based on special purchase conditions. Discounts on products,
early access to the sales.
•
Programmes based on creating special events. Motorcycle manufacturers
develop these kinds of events.
Once a
client has joined a loyalty programme, they feel linked to that company.
A client that has a mortgage is a client that is probably linked with
a financial entity. If the client increases their number of financial
products they are increasing their link with the entity.
A loyalty
plan should increase purchase frequency and increase potential consumption.
Retaining clients allows a company to increase sales through crossed
sales actions. When can sell other products to the same client.
The Cortefiel
loyalty programme is a good example of a loyalty programme which combines
a card that allows you to pay a certain quantity every month without
interest. With the Cortefiel loyalty card you get special discounts,
early access to the sales, discount coupons and a magazine when it's
your birthday.
The point
systems offered by Telefonica and Iberia are other good examples of
loyalty programmes.
