Loyalty scheme programmes are regulated marketing campaigns by organisations to promote brand loyalty. You can gain customer’s commitment for loyalty programs in the following ways: Instant or special discount on select products, Discount as redemption points, Complimentary parking facilities and coupons, Free shipping or home delivery, A relaxed return policy

1. Customer Loyalty
Schemes
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2. Objectives
 Know about customer loyalty schemes
 Identify the benefits of loyalty schemes
 Learn about types of loyalty schemes
 Check the proof of membership

3. What is a Loyalty Scheme?
3
 Loyalty scheme programmes are regulated marketing campaigns by organisations to promote brand
loyalty.

4. Main Aim of a Loyalty Scheme
Attract
Maintain
Retain

5. Benefits of Loyalty Schemes to Customers
 You can gain customer’s commitment for loyalty
programs in the following ways:
1. Instant or special discount on select products,
2. Discount as redemption points
3. Complimentary parking facilities and coupons
4. Free shipping or home delivery
5. A relaxed return policy

6. Sources of Information for Customers
 Sales personnel and cashiers
 Company website
 Advertisements
 SMS alerts
 E-mail marketing
 Word of mouth

7. How to Please a Loyal Customer?
 Be friendly and polite
 Give a complementary drink, like tea or coffee, if you can
 Offer additional discounts if possible
 Take feedback from the customer
 Always focus on building positive relationship
 Provide special treatment to specific groups like children,
elderly or senior citizens.

8. Probing Customers for Information
 Open questions
 Closed questions
 Clarifying questions
 Confirming questions

9. Program Reward Structure
 Purchase 9, get 1 free
 Clubs
 Discounts
 Contests
 Prizes for paying up front

10. Convincing Customers to Fill Application Form:
Role Play
 Ask two students to come forward for a role
play on convincing customer fill the
application form.
 Ask one of the students to play the role of a
store executive who is facilitating a customer
in
 filling the loyalty programme application
form.
 Ask the other student to play the role of a
customer.
 Provide feedback at the end of the role play
on what could have been better.

11. Proof of Membership
 SMS from the company
 Email from the company
 Any Coupons

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