Loyalty programs have long been a staple in industries like retail, airlines, and hospitality. However, they are increasingly making waves in surprising sectors, transforming how businesses engage with their customers. By offering loyalty programs with rewards and incentives, companies across various sectors are finding new ways to deepen relationships and drive engagement. This blog explores how these innovative programs are reshaping different industries and why they are so effective.

Healthcare

Why It Works

In an era of rising healthcare costs and competition, hospitals, private clinics, and insurers are turning to loyalty programs to encourage preventive care and foster long-term relationships. These programs are increasingly focused on promoting overall wellness.

They often include exclusive benefits such as priority scheduling, access to specialised services, discounts on products and services, and rewards for engaging in healthy habits. Partnerships with other businesses also enable the offer of additional benefits from other programs.

Examples:

• Live Better by Medibank: Members earn points for healthy lifestyle activities, which can be redeemed for discounts, gift cards, and premium reductions.
• HCF Thankyou Program: Rewards long-term members with tiered benefits, offering increasing discounts and perks based on membership duration, such as savings on movie tickets and discounted e-gift cards.

Waste Management

Why It Works

Recycling initiatives and proper waste disposal are crucial for communities. Loyalty programs incentivise these positive behaviours and reinforce them through education and community engagement.

Examples:

• RecycleBank: A U.S. program that rewards residents with points for recycling, redeemable for discounts at retailers or gift cards.
• Coca-Cola’s Recycle Me Rewards program: In Indonesia, consumers collect and send Coca-Cola PET bottles to designated drop points in exchange for reward points. These points can be redeemed for utility tokens, e-wallet credits, and various products made from recycled PET, like T-shirts and tote bags.

Pet Care

Why It Works

Pet owners are deeply invested in their pets’ well-being, making them eager for the best products and services. Loyalty programs tap into this devotion by offering rewards for routine purchases, grooming services, and veterinary care. These programs build customer loyalty by providing discounts, exclusive products, and personalised care, helping pet owners feel valued.

Examples:

• PetSmart Treats: Members earn points for purchases, grooming services, and training classes. These points can be redeemed for discounts on pet products, with special offers available to further incentivise participation.
• PetBarn Friends for Life program: Members benefit from special pricing on selected products, and points earned on every purchase. Points accumulate toward membership status (Silver, Gold, or Platinum), with rewards such as a $10 loyalty voucher once 6,000 points are earned.

Museums and Cultural Institutions

Why It Works

In contrast to other industries, museums and cultural institutions often face challenges with attracting repeat visitors. Loyalty programs in this sector can enhance visitor engagement, encourage frequent visits, and foster a deeper connection with the institution’s offerings

Examples

• Smithsonian Membership: A paid program offering exclusive access to exhibits, discounts on purchases, and special event invitations, making frequent visits more rewarding.
• Guggenheim Museum Membership: Guggenheim members see every exhibition at every Guggenheim Museum for free. Members also enjoy $5 accompanied guest admission, savings at the museum store, and discounts on museum programs.

Education

Why It Works

In the realm of education, continuous learning is highly valuable. Loyalty programs can incentivise learners to return for additional courses or certifications, enhancing their skills and knowledge while building long-term relationships with educational institutions.

Examples:

• Udemy Referral Program: Existing students earn money by becoming affiliate partners and referring new students to the platform, promoting both retention and acquisition.
• Super Duolingo: Whilst not a typical loyalty program, Duolingo offers a premium subscription that offers ad-free learning, offline access, and additional features to language learners, incentivising their long-term engagement with the app.

Agriculture and Farming

Loyalty programs in agriculture help build brand loyalty among farmers, encourage the adoption of new technologies or sustainable practices, and provide valuable data for manufacturers.

Examples:

Why it works

• John Deere Rewards: Offers tiered membership levels (Silver, Gold, and Platinum) with discounts on equipment, parts, and financing, along with exclusive promotions and updates. Members can upgrade their status through equipment purchases or by registering eligible affiliations
• Bayer PLUS Rewards: Provides cash back on crop protection and seed purchases, with additional bonuses for trying new products.

Gaming

Why it works

Gaming loyalty programs enhance player engagement and emotional investment by offering exclusive rewards, in-game content, and personalised experiences.

Examples:

• Microsoft Rewards: Gamers earn points by playing Xbox games and engaging with other Microsoft products. These points can be redeemed for Xbox gift cards, game discounts, and exclusive content.
• Nintendo – My Nintendo: Rewards players with points for purchasing games, completing missions, and engaging with Nintendo content. Points can then be used for discounts on digital games, exclusive merchandise, and downloadable content.

Sports

Why it works

Sports teams and leagues use loyalty programs to increase fan engagement, attendance, and merchandise sales, deepening the connection between fans and their favourite teams.

Examples:

• The Orlando Magic’s Fan Achievement and Rewards program: Fans earn points for attending games, purchasing merchandise, and participating in app-based experiences. These points can be redeemed for exclusive rewards like ticket upgrades, merchandise, and unique experiences.
• Red Sox Rewards: A program for Boston Red Sox Season Ticket Holders that allows fans to earn points through ticket scanning, code words from broadcasts, and concession purchases. Fans can redeem points for experiences like throwing out the ceremonial first pitch or visiting the Green Monster.
• My Arsenal Rewards: Arsenal fans earn points for attending games, purchasing tickets, and engaging with the club. Points can be redeemed for exclusive merchandise, experiences, and more.

An opportunity for all  

The success of loyalty programs across these unexpected industries highlights the versatility and effectiveness of well-designed loyalty programs. With creativity and customer focus, almost any industry can benefit from them. As businesses explore new ways to connect with their audiences, loyalty programs provide a powerful tool for building lasting relationships and driving growth.

We may soon see more innovative rewards programs pop up in surprising places. The key takeaway for businesses? Don’t assume loyalty programs won’t work for you. With the right approach, they can benefit almost any industry.

Ready to elevate your customer engagement? Contact us today to discover how our loyalty program consulting services can help you design a program tailored to your industry’s unique needs and maximise your business potential.