This document provides best practices for implementing a customer loyalty program using a sales and marketing tool called SalesBuilder. It outlines key loyalty goals such as increasing enrollments, ticket averages, and customer frequency. It then details strategies for driving enrollments like in-store signage, text messaging, and online and social media promotions. Additional sections provide recommendations for developing targeted email campaigns, implementing rewards programs, and evaluating loyalty program results.

1. 5/17/2013 1
Loyalty Best Practices
Using SalesBuilder
Duessa Holscher, Director of
Marketing

2. 5/17/2013 25/17/2013 2
Loyalty:
Def.2: A feeling or attitude of
devoted attachment and
affection
Why Loyalty?
• Behavioral Loyalty
• Emotional Loyalty

3. 5/17/2013 35/17/2013 3
• Enroll new customers – X per month
• % of store transactions by loyal customers
• Increase customer frequency
• Turn new customers into regulars
• Increase ticket averages
• Reduce indiscriminate discounts
• Prevent customer loss
Loyalty Goals

4. 5/17/2013 45/17/2013 4
Increase Enrollments:
• Average enrollment per month
High enrollment per month
• Higher enrollments than e-mail club
alone
ROI Examples
85
560
4x

5. 5/17/2013 55/17/2013 5
Increased Ticket Averages:
• 4 locations in a chain studied
• 4 order types analyzed
ROI Examples
Higher ticket average for loyalty
customers vs. non loyalty customers
(even with loyalty discounts)
$2.14

6. 5/17/2013 65/17/2013 6
Turn New Customers into Regulars:
ROI Examples
Average # of NEW Loyalty customers
who returned at least once after initial
order (3 mo. period studied)
27%
12%
Average # of NEW NON-loyalty customers
who returned at least once after initial order.

7. 5/17/2013 75/17/2013 7
• Turn New Customers into Regulars:
ROI Examples
Average # of NEW Loyalty customers
who returned at least TWICE after
initial order.
14%
3%
Average # of NEW NON-loyalty customers who
returned at least TWICE after initial order.

8. 5/17/2013 85/17/2013 8
Increased Customer Frequency:
ROI Examples
Average transaction count of new
Loyalty customers over 3 months.1.66
1.17
Average transaction count of new, non-loyalty
customers over 3 months.
.49 Difference in 3 months = $22.90 added value
per loyalty customer per year.

9. 5/17/2013 95/17/2013 9
Increased Customer Frequency:
ROI Examples
Added bottom line value based on
increased frequency with 1500 active
loyalty customers
$34,350

10. 5/17/2013 105/17/2013 10
Enrollments
Be Clear About
Benefits!
>What do I get now?
>What do I get after enrolling?
>What do I get long term?

11. 5/17/2013 115/17/2013 11
Enrollments
In-Store Publicity
• Signage at register
• QR Code
• Script your staff
• Staff Incentives / Contest
• Box Toppers

12. 5/17/2013 125/17/2013 12
Enrollments
Text To Join
• Enroll with mobile
• Option to reply with e-mail
• Or receive via text
Join
Thanks for joining XYZ
Rewards. Click Here
to activate!
83%
Of texts are read within 1 hour.
SMS is preferred communication method
for under 25

13. 5/17/2013 135/17/2013 13
Enrollments
High Tech Tablet . . .
Or Low Tech Fishbowl . . .

14. 5/17/2013 145/17/2013 14
Enrollments
Don’t forget your
customer receipts!
Subtotal: $16.00
Tax: $1.49
Total: $17.49
Cash: $18.00
Change: $.51
Join our VIP program &
get a free pastry plus
rewards for your
purchases. Join at
www.rewards.com OR
text JOIN to 555-555-
1212

15. 5/17/2013 155/17/2013 15
Enrollments
Featured on your
website

16. 5/17/2013 165/17/2013 16
Enrollments
And frequently on
Facebook

17. 5/17/2013 175/17/2013 17
Enrollments
Online Orders:
Make sure the final
upsell page features
your program benefits

18. 5/17/2013 185/17/2013 18
Enrollments
Your Sign Up Page
• Customizable
• Choose fields to
display
• Choose fields to
require

19. 5/17/2013 195/17/2013 19
Enrollments
Your Sign Up Page
• Add custom fields
(tags)
Tutorial: Choose fields
& add/use tags, edit
sign up

20. 5/17/2013 205/17/2013 20
Your Campaign
• Welcome
• Birthday / Half / Extra
• Anniversary (wedding or
sign up)
• Lapsed / miss you
• Rewards

21. 5/17/2013 215/17/2013 21
Your Campaign
Interval – 2 days / 3 month / after join:
• Tell your story
• Community involvement
• Menu information / ingredients
• Promote catering
• Promote parties
• Engage & Involve
• Like us on Facebook or Twitter
• Facebook Connect invite

22. 5/17/2013 225/17/2013 22
Your Campaign
Each Transaction ($ amt)
• $ amount criteria
• No more than 1x every X months
• Survey
• Invite a review on yelp
• A special thank you on large transactions

23. 5/17/2013 235/17/2013 23
Your Campaign
POS Point Bucket Rewards
• Reward criteria from your POS
• Can be item-specific or category
• Buy 10 get 1 free pizza / coffee / sandwich
• Multi-store capable
• Issue a reward from SalesBuilder
• Use in addition to or alternative to $ based
rewards.
NEW!

24. 5/17/2013 245/17/2013 24
Your Campaign
• Near A Reward
• Triggers at a specified point balance
• Does not reset the balance
• Let customers know they are close to a
reward – incent another purchase
• Can merge in points earned, point total,
points needed.
Tutorial: Adding a media element
NEW!

25. 5/17/2013 255/17/2013 25
Your Rewards
How Often & How Much?
• About 4-7 visits to earn a reward
• Average is 10% value ($5 after $50 spent)
• $ off vs. Free Item
• Purchase required?
• Lifetime spend rewards
• Should you tell customers the details?
• Change your rewards sometimes!
Tutorial: Changing your rewards

26. 5/17/2013 265/17/2013 26
Creative Ideas:
•Hold a grand prize drawing & award entries
• Give “experiences”
• Lunch for 2 @ school or the office
• A Pizza A Month For A Year
• In store Events
• T-shirts, hats, logo items
• Team up with partners / movie tickets / dessert
/ your vendors
• Post your prizes visibly!

27. 5/17/2013 275/17/2013 27
Your Message
Make your message fit your brand!
• Edit your emails to make them more personal
• Tell your story
• Include a photo & personal contact info
• Include point balance / points needed
Tutorial: Editing campaign emails & loading
pictures

28. 5/17/2013 285/17/2013 28
Broadcasts
Try to broadcast monthly.
• Use standard template OR holiday templates
• “Item of the Month”
• Team members / news
• Great opportunity to include point data
Tutorial: Broadcast / templates

29. 5/17/2013 295/17/2013 29
Referrals
• Customer PURL
• Referral bonus
• Promote in emails or
with Facebook app

30. 5/17/2013 305/17/2013 30
Affiliates
• Connect with community
organizations
• Gain new members
• Emotional connection to
customers
Tutorial: Using Affiliates

31. 5/17/2013 315/17/2013 31
Promo Codes
• Customize your
welcome offer
• Great for
handouts / biz
cards / events /
schools

32. 5/17/2013 325/17/2013 32
SMS Codes
• Great for events
• Can use for existing or new
customers – tags them
• Can trigger standard or special
campaign
• Can trigger a special message
with offer.

33. 5/17/2013 335/17/2013 33
Surveys
• Ongoing feedback
• Can respond
directly, with an
offer attached if
needed.
• Bonus points
• Reply to email!

34. 5/17/2013 345/17/2013 34
Facebook
• Invite customers to connect
for bonus points
• Post “as them” for
transactions & rewards
earned
• Referral Join link
• App in FB shows status
TUTORIAL: How to set up

35. 5/17/2013 355/17/2013 35
Email Invites
• Import email lists
• Emails from online orders
• Invite to join OR just set
on campaign

36. 5/17/2013 365/17/2013 36
Evaluating Results
• Track Enrollments AV: 1618
• Ticket Average
• Visits AV V-M 29%
• % w/Redemption
– AV: V-R 23%
• Media Performance
• Custom Criteria

37. 5/17/2013 375/17/2013 37
For Help
• DUESSA: dholscher@granburyrs.com
• CHASE: channa@granburyrs.com
• ASHLEY: new!