Elements of an Attractive Rewards Program

In today's competitive market, loyalty programs are not just a nice-to-have; they are a necessity for brands looking to build and maintain a loyal customer base. However, not all rewards programs are created equal. The attractiveness of a loyalty program and its rewards can significantly influence its success and the overall return on investment (ROI) for a brand. So, what makes a loyalty reward or the program as a whole, truly appealing? Let's delve into the various factors that determine the 'attractiveness' of a reward and its associated program, broken down into several key elements.

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‘Earnability’ - The Foundation of Attraction

A reward first needs to be 'earned', distinguishing it from a mere 'gift'. The earnability of rewards is critical; it sets the stage for how engaged a customer will be with the program. To evaluate earnability, consider the following:

• Understanding: How straightforward is it for customers to grasp the methods of earning rewards? The simpler, the better.
• Opportunities: What are the various avenues through which a customer can accumulate rewards? Diversity in earning methods can enhance engagement.
• Feasibility: Are customers motivated and able to earn enough rewards to redeem offers they find valuable? A program that makes earning feel like an uphill battle is likely to disappoint both customers and brands.

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Redemption - Making Rewards Real

For a reward to hold value, it must be redeemable for products or services. Key factors include:

• Intelligibility: Is the process of how a reward is redeemed clear to the target customer?
• Accessibility: How convenient is it for customers to access and utilize their rewards?
• Speed: From the decision to redeem to the actual redemption, how seamless and quick is the process?

It's crucial to minimize redemption friction, as the inability to use rewards effectively can triple the likelihood of customer defection.

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Offer Value - The Heart of Attraction

The perceived value of the offers for which rewards can be redeemed directly impacts the program's attractiveness. To enhance offer value, consider:

• Variety: A broad range of redemption options caters to diverse customer preferences.
• Affordability: Ensuring offers are within reach.
• Need and Desire: Offers should address the immediate needs or wants of the customer, making rewards both practical and desirable.

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Frictionless Open Rewards^TM - The Future of Loyalty Programs

What we term Frictionless Open Rewards^TM take these elements of attractiveness and optimize them to maximize the ROI for a rewards program. By focusing on the fundamental appeal of rewards rather than relying on psychological gimmicks or superficial incentives, brands can ensure the sustainable success of their loyalty programs.

In essence, an attractive rewards program is one that is easy to understand and participate in, offers valuable and relevant redemption options, and minimizes any barriers to earning and redeeming rewards. By prioritizing these aspects, brands can cultivate loyalty programs that not only engage and retain customers but also contribute significantly to the brand's growth and success.

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