6 steps to make your loyalty program unique

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A gift for every tenth purchase, increasing cashback by X% — these and other tools are used by brands in loyalty programs. But the benefit itself is no longer the deciding factor, and brands have to offer the client something more. Ekaterina Zvonova, CEO of the SberSpasibo loyalty program, talks about what tools and activities will help take the loyalty program to a new level and differentiate it from competitors.

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Brand it
Look at the loyalty program concept as an independen japan telegram database t brand, not just an addition to the company. To promote such a product on the market, pay attention to naming, image and identity creation.

Naming should be simple and easy to remember, but at the same time harmonize with the overall concept of the brand. The name can use associative words, for example, "bonus", "club", "privilege", so that it is immediately clear that this is a loyalty program. Life hack in case there are no ideas or there are few of them: seek help from name generators or neural networks. This will allow you to collect a large pool of options that can be reassembled in search of the very one. Creative agencies can also be involved in the work.

An analysis of current trends and competitors' offers will help create an image and visual image. To generate a concept, in addition to the classic brainstorming, use the SCAMPER methods (especially relevant if you need to refresh the loyalty program), Edward de Bono's "Six Thinking Hats" or "Lotus Flower".

Develop a unified style and ToV — tone of voice — for all program elements: website, mobile app, corporate social networks, etc. The identity should look good in different formats, be it a mobile app, website or printed materials.

Pay attention not only to the user interface (UI), but also to the functionality (UX). Make sure that your brand page is easy to use and adapted to different media: phones, tablets, laptops.