Why lead generation is hopeless, but good business is not.
Quantifying loyalty goals and profits isn't easy but the ROI is phenomenal

How Kroger earns world-class loyalty and we can, too.

When Kroger launched their state-of-the-art loyalty program in 2003, I was immediately won over. It helped that there was a Kroger store four blocks from my home (yes, I have an inner city lifestyle). At every touch, my loyalty grew stronger. Tq140417qdThe program seem to mold itself around my needs. Now they have one of the highest ranking loyalty programs in the world. 

What if we don't have millions of dollars to spend on a world-class loyalty program? We follow these guidelines from Bond Brand Loyalty:

Elements that ranked as the top functional drivers of satisfaction include:

  1. The appeal of rewards. (Kroger offers rebate checks, grocery discounts, fuel discounts, and more.)
  2. The ease with which rewards can be redeemed. (We choose our mechanism: credit card, loyalty card, mobile app.)
  3. The amount accumulated per $1 spent. (Savings are substantial.)
  4. Ability to reach rewards in a timely manner. (We can get something every visit, and monthly rewards pile up.)
  5. Number of ways benefits can be earned. (Co-operating with Shell, Liberty Mutual, and more.)

Elements that ranked as the top experience drivers include:

  1. The program is worth the effort of participating.
  2. The program meets my needs.
  3. The program is enjoyable.
  4. The program is simple. (Kroger's program is not simple overall, but our access to rewards is simple.)
  5. The program is easy to understand.

Learn more with Bond's '15 Loyalty Report

Comments