Gamification Can Make Loyalty Programs Stand Out
Gamification Can Make Loyalty Programs Stand Out
Gamification Can Make Loyalty Programs Stand Out
June 15, 2022
By Byran Wassel
Summary
Loyalty programs are becoming more important than ever as rising inflation causes shoppers to seek the best deals possible, but too many offer the same, uninspired benefits - leading to 50% of consumers believing that loyalty programs don't offer much value, according to a study by Incisiv in partnership with PAR/Punchh.
This presents grocers that can make their own offerings stand out an opportunity to capture greater customer loyalty across all channels.
"What we're seeing is that there's a lot more opportunities for brands to get that mindshare and get that phone share, and really amplify their efforts to the general shopper," she added.
Gamification is another potential driver - the report found that 81% of shoppers take advantage of challenges to receive the rewards, and grocery's close relationship to seasonal and holiday items can provide inspiration when designing new and engaging promotions.
"Hitting shoppers with multiple offers is a is a marketer's folly," said Guarav Pant, Chief Insights Officer at Incisiv.
These focused offers can also help guide shopper behavior in a way that's beneficial for grocers, according to Pant.
The right incentives can be the tipping point needed to turn a shopper down the path to a purchase with a higher margin, whether that's achieved by directing the shopper toward a certain channel or encouraging the purchase of a particular product.
Reference
Wassel, B. (2022, June 15). Gamification can make loyalty programs stand out. Retrieved June 23, 2022, from https://foodinstitute.com/focus/gamification-can-make-loyalty-programs-stand-out/