How low do you have to push the effort bar for your customers to consistently participate in your loyalty program? Is it:
a) Remembering and pulling out a loyalty card?
b) Opening a smart phone app and scanning a bar code?
c) Simply the act of paying?
Seems like a trivial issue but keeping the effort bar low takes a load off your company on the marketing side — where you have to invest in inspiring customers to collect rewards every time they make a purchase.
Depending on the stage of your relationship with the customer (especially on the loyalty program side), this can be a big issue — when customers haven’t fully engaged or experienced the benefits of your rewards program, they’re less likely to be willing to put in a lot of effort to collect rewards ‘points’.
The point is engagement and data collection — both of which require that customers consistently participate — so using a system which keeps that bar as low as possible for CONSISTENT participation is key. Cardify sets two bars — one very low (simply paying) to collect points and another a bit higher (opening a smartphone app) to gain access to targeted offers).