Point Of Sale still the best place to recruit loyalty program members
6 August 2018
Philip Shelper

US loyalty marketing agency Kobie (www.kobie.com) have released their findings of a research report which examines the state of loyalty among US consumers by gauging the role that timing, information and delivery channels play in their overall decision journey.

The most interesting insight from the report relates to preferences on where a join invitation is provided. Almost four out of 10 (38 percent) prefer being asked to join as they check out. Very few want to be asked upon arriving at a store (14 percent), and only one in five prefer to be asked in a follow-up email. And, Millennials have less patience than older generations. One in three Millennials say the process takes too long, compared to one in four Gen Xers and one in five Boomers.

The report recommends brick and mortar stores capitalise on this by ‘Highlight(ing) loyalty programs throughout the store to educate customers before they’re in the line — then make it easy for them to sign up at the point of sale.’

For a coalition loyalty program, point of sale sign-up remains a major member acquisition funnel, although it does have its challenges. Simply training sales staff to encourage each customer to join the program requires an enormous effort, with basic process compliance incredibly difficult to achieve. Loyalty & Reward Co recommend implementing a staff reward program to support the growth of the customer loyalty program, with staff able to earn benefits for signing up members. When supported by the right level of in-store promotion and compliance monitoring, acquisition rates can be increased substantially.

Read the full Kobie report here.


Philip Shelper is a loyalty management consultant based in Sydney, Australia who obsesses about everything to do with loyalty and rewards. His company Loyalty & Reward Co are a leading loyalty consulting firm.

Phil is the author of Blockchain Loyalty: Disrupting loyalty and reinventing marketing using cryptocurrencies. Buy the book.

www.blockchainloyalty.io is a global resource centre for everything blockchain loyalty.

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LinkedIn: https://au.linkedin.com/in/philipshelper

Twitter: @phil_shelper



<a href="https://loyaltyrewardco.com/author/philip/" target="_self">Philip Shelper</a>

Philip Shelper

Phil is the CEO & Founder of Loyalty & Reward Co, the leading loyalty consulting firm. Loyalty & Reward Co design, implement and operate the world’s best loyalty programs for the world’s best brands. Phil had previously worked in loyalty roles at Qantas Frequent Flyer and Vodafone. Phil is a member of several hundred loyalty programs, and a researcher of loyalty psychology and loyalty history, all of which he uses to understand the essential dynamics of what makes a successful loyalty program. Phil is the author of ‘Loyalty Programs: The Complete Guide’, the most comprehensive book on loyalty programs on the planet.

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