Overview
Understanding how your loyalty program is performing, is a critical step in ensuring you have a continually successful program and can pivot as needed. Learn about the key metrics to review for ongoing success with your program(s).
What is Loyalty Penetration?
What it is: The ratio of loyalty members' checks to normal checks.
Success range:
Good: 15% - 25%
Better: 25% - 35%
Best: 35%+
How to Measure:
Run Monthly for each store or summed over all stores. Run Quarterly for top 10 and bottom 10 stores.
Loyalty Check Count: Use the Total Visits per Month (found on the Program Overview Dashboard) and Visits per Store by Month (found on the Visit and Spend Dashboard) tiles as appropriate. (Note: It may be possible to get the total number of loyalty checks from your POS as well).
Total Check Count: From POS Report for each store for each month.
Tips to Improve:
Loyalty Penetration is the master measure.
If locations are doing a good job on enrollment, the early visits of new enrollments will boost Penetration.
If locations are doing a job engaging existing members, they will drive visits and boost Penetration.
What is Loyalty Conversion?
What it is: How well the program is being pushed and how you’re turning guests into loyalty members.
Success range:
Good: Between 6%-10%
Better: 6%
Best: 8%
How to Measure:
Run Monthly for each store or summed over all stores. Run Quarterly for top 10 and bottom 10 stores.
Enrollment Activations: Use the Activations by Month (found on the Enrollment Detail Dashboard) and Last 3 Months Activations by Store (New Member Detail by State and Store Dashboard, but filter to the last three months) tiles as appropriate.
Collect the number of non-loyalty checks from your POS.
Tips to Improve:
Goal Setting that reflects the 6-10% range would be the best first step
What is Registration Rate?
What it is: New members who have registered for loyalty
Success range:
Card-based Enrollments, in a blended program*
25thPercentile: 14%
50thPercentile: 21%
75thPercentile: 32%
Overall Registration, in a blended program
25thPercentile: 21%
50thPercentile: 35%
75thPercentile: 78%
*Blended Program = a program that has multiple enrollment methods – card, reverse enrollment, app-based
How to Measure:
Run Monthly to keep a pulse on new members
Registration Rate: Use the Registered New Members tile and use the percentage of Total Number of Activations.
Note this will be for the time period selected at the top.
Tips to Improve:
Seek to find other ways to boost registration
If card based:
Put a registration label on the card
Make sure cashier remind members each time the card is used
Make it easier to register in store
Put contests in place
Have a membership drive over a limited period of time
What is the Visit and Spend Dashboard?
What it is: Shows how active the loyalty members are on a monthly basis.
How to Measure:
Run Monthly for each store or summed over all stores.
Monitor which stores are seeing the most visits and collecting the most loyalty spend
Track year over year comparisons
Tips to Improve:
Again, look at the trends. Are measures progressing as expected?
For further assistance understanding how your loyalty program is performing, please contact your solutions consultant or customer success manager, or email [email protected]