Buzz! Buzz! Your phone goes off with yet another notification. No, it’s not another like on your recent post, but instead, a cute little message from your favourite store. “Hey there! 10% off just for you! Because, you know, we appreciate you!” 

Why do franchises like this make you feel like you’re part of a favorite club? Enter: the Customer Loyalty Program. And if you’re running a franchise, you’re about to find out why having one is so important for keeping your customers!  Read on and find out how The Body Shop retains their customers.

You know how you have that one friend who always remembers your birthday, even without Facebook’s reminder? That’s what a customer loyalty program does for businesses. It’s a ‘Hey! I remember you!’ gesture that makes customers feel valued and special.

  1. Increased Retention Rates:
    With a loyalty program, customers are more likely to come back. Imagine a cup of coffee. One from a regular cafe and one from a cafe offering you every 10th coffee for free. Which one tastes better?
  2. Boosted Spending:
    When customers earn points or rewards, they’re more likely to spend more. It’s like when you find out you’re just €5 away from free shipping. Suddenly, spending that extra bit doesn’t seem so bad!
  3. Gathers Valuable Data:
    Loyalty programs allow franchises to gather insights about shopping habits, preferences, and feedback, giving them a peek into the customer’s world. It’s like getting a cheat sheet for the big test!

Getting all excited about setting up your program? Great! But before you start throwing confetti, here are a few things to consider:

  1. Keep It Simple:
    Don’t overcomplicate things. A loyalty program should be easy to understand and even easier to use. Think of it as a piece of cake, not a 5-course meal!
  2. Make It Worth Their While:
    Your rewards should be enticing. If it’s just a measly 3% off after spending hundreds of dollars, customers might just roll their eyes and move on.
  3. Personalization:
    Everyone loves feeling unique. Send personalized offers or product recommendations based on past purchases. It’s like a tailor-made dress but for shopping!

Let’s admit it: not all customer loyalty programs are created equal. Just like your coffee preferences, there are different flavours of loyalty programs to suit the diverse needs of businesses. Here are examples of the most popular ones:

  1. Point-Based Systems:
    Probably the most straightforward. For every purchase, customers earn points. Accumulate enough, and voila! They can redeem them for rewards. Think of it as collecting stars in a video game.
  2. Tiered Systems:
    The more you spend, the more elite you become! Customers climb up the loyalty ladder, with each tier offering better rewards. It’s like leveling up in a game!
  3. Subscription-Based Programs:
    Customers pay an upfront fee to get VIP benefits throughout the year. Think Amazon Prime, with its speedy deliveries and exclusive deals.
  4. Value-Based Programs:
    This resonates with the brand’s values and social causes. A good example is Bombas socks. For every pair purchased, they donate another to a homeless shelter. Warm feet and warm hearts go hand in hand!
  5. Partnership Programs:
    Join forces with another company to provide all-encompassing rewards. For example, a movie theater and a restaurant teaming up for a dinner-and-a-movie combo.

Setting up a loyalty program can seem daunting, but fear not! There’s software out there that can make the process smoother than a fresh jar of peanut butter. Here are a few to consider:

  1. LoyaltyLion:
    An e-commerce-focused tool, it integrates seamlessly with platforms like Shopify. Customize points, tiers, and rewards to your heart’s content.
    Another gem for e-commerce businesses. It offers points, VIP, and referral programs, making it easy to spread the joy of loyalty.
  3. Yotpo:
    Not just a loyalty program software, Yotpo also covers reviews, SMS marketing, and referrals.

The Body Shop, known for its ethically sourced, cruelty-free beauty products, has always thrived on its principles of positive social and environmental change. This dedication to doing good isn’t just reflected in their products but also in their customer loyalty approach.

The Love Your Body™ Club:

  1. Earn and Redeem:
    For every purchase, members earn points. Once they accumulate enough points, they can redeem them for vouchers. The more you shop, the more you get. It’s a classic point-based system but intertwined with The Body Shop’s unique ethos.

  2. Birthday Delight:
    Who doesn’t love a little pampering on their special day? The Body Shop celebrates its members by gifting them a treat during their birthday month. This personal touch goes a long way in establishing a deeper bond with the customer.

  3. Activism at its Core:
    Staying true to their brand DNA, members also receive points for returning empty product containers for recycling, reflecting The Body Shop’s commitment to sustainability. This not only encourages repeat visits but also promotes eco-friendly behaviours.

  4. Exclusive Sneak Peeks:
    Members of the Love Your Body™ Club are treated like VIPs. They’re the first to know about new product launches and exclusive previews. This creates anticipation and excitement, ensuring that members always have a reason to return.

  5. Special Events:
    Occasionally, The Body Shop holds member-exclusive events. These might include skincare workshops, makeup tutorials, or even discussions on sustainability. These events foster community and allow members to engage with the brand on a deeper level.

Body Shop’s Success Recipe:

  • Consistency with Brand Values:
    The Body Shop’s loyalty program doesn’t feel like an add-on. It’s consistent with the brand’s values. When customers join the club, they’re not just getting discounts; they’re becoming part of a movement.

  • Personalization:
    By celebrating birthdays or offering products based on past purchases, The Body Shop demonstrates that they recognize and value each customer’s individuality.

  • Engagement Beyond Purchases:
    By rewarding sustainable behaviours like recycling, The Body Shop ensures that its loyalty program isn’t just transactional. It’s relational and reflects broader societal values.

The Body Shop’s approach to customer loyalty is a shining example for franchises. It’s not just about transactions and points but about building a community rooted in shared values. The rewards are not just products but experiences and a feeling of belonging. And isn’t that what true loyalty is all about?

So, you see, customer loyalty programs are not just some fancy marketing tactic. They are relationship builders. They help you stay connected, appreciated, and always on the top of your customer’s minds.

Are you a franchise looking to sprinkle some freshness into your customer relationship? Dive into the world of customer loyalty programs! Create memories, build lasting connections, and, yes, increase those sales! Let’s make your business the talk of the town! So, why wait? Get started today!

Our blog posts offer valuable insights and information for your growth!

How can we help you expand your brand through franchising?