Customer loyalty programs can be huge for brands — touching almost every aspect of their business. From building sales to generating long-term customer relationships and even creating and honing a brand, a good customer loyalty program can make or break a modern business.
However, creating a compelling proposition is becoming increasingly challenging. Fortunately, SaaS platform Komo has all the tools to help your brand make the most of its customer loyalty program.
Ahead of Komo’s bumper appearance at this year’s Cannes In Cairns Festival, we take a look under the hood of the company and find out how it helps brands plan and launch engaging consumer promotions, capture rich first-party data and grow their sales through immersive and interactive content – all in one intuitive marketing platform.
Why Customer Loyalty Matters More & Is Harder To Earn Than Ever
The world of marketing is facing a paradigm shift. Privacy changes are moving the goalposts that marketers across all verticals — whether CPG, FMCG, media, hospitality, retail or even airlines and the agencies that work with them — have become accustomed to for years.
With iOS 14.5, Apple introduced App Tracking Transparency, a tool that gives users easy prompts about giving consent to mobile marketers to track what those users do.
Meanwhile, the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act have placed changes on what is considered personal information and what user data can be used for marketing. GDPR, in particular, has added significant fines for breaching its rules.
Closer to home, the Privacy Act 1988 is under review by the Federal Government and while it is unclear at the moment what changes will come from the inquiries, there have been some fiery submissions and testimony given to the inquiry.
Plus, while the third-party cookie’s death might be the most protracted mortality in history, its effects once it finally bows out will be transformative for the industry. Brands need to be ready.
For digital marketers, navigating those changing and choppy waters is far from easy, but you knew that already. In these uncertain times, creating customer loyalty can give brands a more reliable earnings base — but only if campaigns are executed in meaningful ways.
Brands that fail to innovate with forgettable cookie-cutter marketing, banner ad spam and an over-reliance on hyper-targeting will not survive the changes that are coming. Of course, even if you’re not relying on these tired customer targeting modes, that does not mean your business is destined to win.
Almost two-thirds of Australian shoppers are enrolled in loyalty programs and use them regularly, demonstrating that a good program is well worth having.
However, that doesn’t mean that a loyalty program is a silver bullet for customer engagement. Nearly a fifth of Aussie consumers rarely or never use their loyalty programs, either forgetting to or simply not finding it a compelling enough proposition.
It’s clear, then, that not all loyalty programs are created equal and those brands that can create non-intrusive, personalised and engaging marketing programs that add value to a customer’s experience are set to stand out and benefit the most in a competitive market — that’s what owning the moment is all about and Komo can help you grab customer loyalty by the horns.
How Brands Can Own The Moment
Creating an exciting, innovative customer loyalty program can seem challenging — there are only so many ways to skin a cat, after all. But gamification of loyalty programs provides a significant opportunity for brands to get ahead.
By providing an element of chance for a reward, opportunities seem more exciting and more fleeting, enticing customers to return and play. Don’t forget, these rewards can even be loss-leading.
Hungry Jack’s Shake & Win promotion is not new but it is a fantastic example of gamification. If you’re not familiar, members download the app and get two shakes per day to gain a reward. If they don’t like the first reward, they can shake again. From there, they can go in-store and claim their prize.
The beauty of Hungry Jack’s system is that it is remarkably simple. The brand does not need to spam its customers with offers. Instead, those customers can chase the offers themselves. But, as many B&T staffers will attest, once a customer is in-store to collect their boneless chicken pieces, milkshake or cup of coffee, it’s remarkably hard to turn down grabbing a burger.
Up Bank’s “Perk Up” campaign also provides an element of gamification but in an entirely different way. Every morning between 7 am and 11 am, if a customer buys a cup of coffee with their Up card, they can get their coffee refunded by the bank. Customers are engaged and encouraged to use their cards without disrupting their day and through social media engagement, the campaign attracts more customers to bank with Up.
“Feast With Foxtel” ran on Komo’s platform in conjunction with the launch of House of Dragons last year. It gave users the chase to win a pizza from Crust to chow down on whilst watching the latest episode.
“Foxtel needed a platform that rang true to its offering and engaged customers through a range of fun and diverse content. This meant stepping away from the repetitive 25 words or fewer campaigns that were triggering user fatigue and moving into the exciting realm of gamified engagement tools on a dedicated, noise-free platform,” said Lisa Cronin, Foxtel’s director of customer marketing and loyalty.
Komo’s clients, ranging from Foxtel to Woolies and even Football Australia, have seen remarkable engagement thanks to the company’s innovative gamification and loyalty program products.
By using engaging campaigns and offering customers real chances to win, Komo gives brands the chance to cut through the noise, capture user data and generate more engagement with the brand and its campaigns.
If you’re coming to Cannes in Cairns — and you should be — you’ll see Komo’s exceptional engagement platform first-hand. The company will power audience interaction tools throughout the three-day festival for companies ranging from Pinterest and Reddit to Magnite.
Attendees will see how Komo’s platform helps brands move beyond messages to create compelling experiences that generate long-term loyalty and customer love. This type of work always pays off in the long term so if you want your brand to own every moment, find Komo up in Queensland and grab them for a chat.
