© 2024 Loyalty Makers BV
SAVING WITH IMPACT
SAVINGS PROGRAMMES
Years of loyal clipping stamps from Douwe Egberts packaging and an air miles pass in the wallet ‘just in case’… but what are you actually saving for? Long-term savings programmes often involve saving out of habit, without a concrete goal. How do we successfully deploy this type of savings programme?
Why we save
Several factors encourage you to accumulate points in quick succession. What makes saving so addictive anyway? Firstly, humans cannot cope well with the risk of losing. If you do not participate in a savings campaign, such as Albert Heijn buying stamps, you may feel like you are losing out. In addition, it is harder to drop out once you start saving. Saved points feel up to 2.5 times more valuable than when you don’t own them yet. You want to finish the savings programme to enjoy the benefits.
Score quickly
The easier we can visualise reaching a goal, the more attractive we find it. Especially savings programmes where you already receive a few points at the start make you feel closer to the finish line. Short savings programmes, according to Nina van de Wiel, Sales Manager of Loyalty Makers, fit well in today’s society, where consumers have a short-term vision. Yet long-term savings campaigns can deliver great results, provided the participant remains captivated and stimulated.
How do you create loyalty?
To keep a savings programme top-of-mind, good communication is essential. Newsletters are used for this purpose, for instance, to keep participants informed about their accumulated points. Emails indicating that points are about to expire can also be a good activation. In addition, the savings programme becomes manageable by dividing it into themes and interim actions. When the participant has a concrete and achievable timeframe, the motivation to achieve results increases.
Loyalty programme
We work a lot with loyalty programmes. This is a marketing tool used to stimulate loyalty. Within a loyalty programme, there is cohesion between different components and actions.
When a loyalty programme does its job, loyalty can be expressed in desired behaviour among your customers and employees or deploy it for business-to-business.
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Short-term savings campaign
Three times a year, we boost Jongeneel sales with a savings campaign. Through stamps, consumers can save for beautiful branded and custom-made products. In this way, we ‘build’ the core of the brand together with Jongeneel. This results in a better image, greater brand awareness, more traffic and good sales.
Long-term savings campaign
As part of a loyalty programme, we developed an online platform: iLoyalty. This software solution can be set up in various ways and one of them is as an L-store. The L-store can be used as a standard points savings system. Would you like to investigate whether the L-store is something for your organisation?
