Loyalty programs, particularly in retail industries have become increasingly monotonous and unmemorable.
Moreover, they often lack originality and an on-brand interpretation of loyalty elements by simply labelling loyalty currency ‘points’ or naming tiers after the familiar (yet somewhat overused) metallic progression of bronze, silver, gold and platinum. There is often ambiguity in how higher tiers and benefits are unlocked and the value of the loyalty currency.
Upon engaging a loyalty consultant, a brand should be guided by out-of-the-box transformative thinking when considering loyalty program structure and unique brand elements that may be woven into the program to ensure the unmistakeable association with the brand.
Notable mentions: ‘On-brand’ Loyalty programs
Loyalty & Reward Co. have been engaged to design, redesign, review and/or operate loyalty and member benefits programs for numerous brands over the past decade. The team of highly specialised loyalty strategy consultants have joined and reviewed hundreds of programs in order to bring best practice examples to clients and loyalty obsessives alike.
Memorable examples of previously reviewed loyalty programs that have crafted elements and benefits around the brand are:
- Ben and Jerry’s “The Inside Scoop” loyalty program and “Brownie points” (Read more about it here: https://www.rewardco.com.au/the-inside-scoop-who-knew-ben-jerrys-had-a-loyalty-program/)
- Frank Body’s “Hotel Pink” where VIB’S (Very Important Babes) can earn “Pink Points” and climb tiers named The Lobby, The Pool Deck, The Junior Suite and The Penthouse (Read more about it here: https://www.rewardco.com.au/frank-body-hotel-pink/)
- Baker’s Delight “Dough Getters” with clever puns throughout the loyalty program communication such as the member able to earn “Dough” credits (Read more about it here: https://www.rewardco.com.au/?s=bakers+delight)
- Athlete’s Foot’s “MyFit Rewards program” which includes a 30 day ‘Wearanty’ benefit. (Read more about it here: https://www.rewardco.com.au/?s=athletes+foot)
- Van’s “Vans Family” program which takes on an immersive family angle with ‘Family only’ products, promotions, and experiences, ‘Family first’ access, where they can learn about upcoming brand collaborations and exposure to new releases and ‘Family rewards’ that range from exclusive products, subscriptions and product giveaways (Read more about it here: https://www.rewardco.com.au/?s=vans )
KISSKILL: A brand-aligned Loyalty program
A worthy addition to the above list is the ‘Devoted to Lingerie’ program by KISSKILL which is a thoughtfully designed extension to the KISSKILL brand offering of lingerie, sleepwear, pleasure, and accessories.
The customer can access information for consideration about the program via the KISSKILL website by clicking through from the main menu navigation or spotlight placements throughout the site.
A conspicuous banner prompts the customer with the question “Devoted to Lingerie?” further contextualising the program name. An easily comprehendible description of the program is given which is essentially a discount/credit program with points and tiers, delivered with KISSKILL originality.
Devoted to Lingerie members earn kisses on purchases which can be redeemed as credits against future orders.
Members are classified into three tiers:
- Flame – Entry Tier
- Lover- unlocked after earning 500 kisses
- Devoted- unlocked after earning 1000 kisses
There is on-brand innuendo expressed consistently and skilfully throughout all Devoted to Lingerie program copy mirroring the language utilised across the site such as “Scratch our backs and we’ll scratch yours”. The desirable behaviours required to earn kisses are clearly stipulated and involves transactional and non-transactional actions. The value of kisses is also outlined e.g., $20 off purchase = 200 kisses.
In order to join the program, the customer is offered the option of single sign on via social media or Google account. The member account is immediately accessed and member is advised that they have earned 30 kisses (as a join bonus). Kisses balance and tier/ benefit progress tracking are clearly communicated via the ‘rewards tab’.
The ‘Earn points’ tab suggests transactional and non-transactional methods to grow kisses balance such as placing an order, leave a review or follow in Twitter. There is also the inclusion of the classic “they get you get” referral program.
The history tab details how and when points have been earned.
The Devoted to Lingerie program is undeniably on-brand and simple in design, however has there been great reception from KISSKILL customers?
There is a single physical KISSKILL store, in Australia (509 Chapel Street, South Yarra, Victoria) and the small business has invested significant effort in building a highly engaging online experience complete with a clear, simple, and brand-aligned loyalty offering.
A brief and friendly telephone call to the KISSKILL store via their ‘Contact Us’ link confirmed that, as presumed, the brand had seen significant interest and subscription to the program.
Where Loyalty is concerned, size doesn’t matter
It may come as a surprise to small-business retailers, that well-designed loyalty programs are not only suited to medium-to-large organisations.
KISSKILL is an example of how the alignment of branding and loyalty strategies can elevate member experience, brand association and build emotional connection with a brand.
The vital ingredient is the courage to execute a loyalty strategy that is bold, imaginative and empowering. All of which KISSKILL has ‘nailed’.
(source of images: https://kisskill.com.au/ )
