Overview
You put a lot of work into setting up your loyalty program. How can you get the most out of it? This article will give you some pointers on how to drive new guests to register for your loyalty program.
Article
Running a loyalty program allows you to track visit frequency, spending, and purchasing behavior of guests. It also allows you to announce special promotions and events happening at your locations. The first step to regular communication with guests is registration. During registration guests identify themselves, provide demographic data; they connect a loyalty card/program account to an actual person. As they continue to use their registered cards, you'll learn more about, giving you the opportunity to send out more relevant and personalized marketing messages.
There are a few tried-and-true methods to drive guest registration that should be included in any loyalty program:
Registration Reward – One simple and effective way to increase registrations is to reward guests for registering. A good registration reward stays within the overall 6-8% margin of the base program; it should not cannibalize spending on the guest’s check. A single free item or product reward for registering can drive one, post-registration visit, however, a points-based registration reward provides an incentive for multiple post-registration visits.
Require Registration to Earn Rewards – We also recommend you require registration to earn rewards, or have points convert to rewards. This immediately attaches value for registering -- no registration, no points (or rewards).
Multiple Venues for Registration – In addition to activating cards at the POS (that guests register online), Paytronix can set up reverse enrollment web sites where guests enroll in the program entirely online, without obtaining a card. With reverse enrollment, guests activate and register an account entirely online, usually with a virtual card number rather than a physical card. When they visit, they can provide a phone number, email, or name to accrue points, or earn rewards. Guests can also reverse enroll through a mobile app.
Remind Guests at the Terminal – If guests are using their cards and accruing points without registering, you can display a custom POS message directing cashiers to remind them to register their cards to earn rewards. You can also display custom POS messages directly to guests to remind them to register their card to earn rewards.
Registration Stickers – Adding a sticker with "how to register" instructions, or even just a reminder to register, on the front of a card provides an extra push to guests to register their cards.
Cashier Challenges – Guests have the most interaction with your brand via your staff; incentivizing servers and cashiers to remind guests about registrations can have a strong impact. Use the Cards Issued by Cashier report to find/reward your top performing servers.
In-Store Reverse Enrollment – Go cardless! With a cardless program, you can reach out to guests in stores to enroll them in the program. Instead of guests using a reverse enrollment site or app at home, you can have tablets or other devices available in-store to register guests via reverse enrollment before they leave. If you don't want to have hardware available in-store, the Paytronix Branded App can also provide guests a way to create an account and register through our mobile platform.