Best Practices: How to name your loyalty rewards program?
When it comes to your loyalty rewards program, what’s in a name?
The name of your loyalty program will determine how your customers feel about the program even before they sign up for it. It should not only motivate your shoppers to join the program but also have a high recall value.
This blog highlights 4 tips you should consider, while naming your loyalty program. Let’s get started:
1. Get creative keeping the brand connect intact:
Every loyalty rewards program has points, but you don’t necessarily have to name it as points. The points that your customers earn by participating in your loyalty rewards program can be named differently. Delta airlines uses “sky miles,” American coffee chain Starbucks assigns “stars,” and UK health and beauty brand Pixi confers “Pixi dust” with loyalty purchases. Creativity here can help customers to connect with your brand instantly.
Example, a pet supply store could, refer to points as “treats” or “biscuits,” while a flower shop can refer to their points as “petals” or “blooms” etc.
2. Visual should gel with your brand name:
The impact of a visual is thousand times more than just words. Whatever name you chose, it is important to have an impactful creative. A picture is worth a thousand words, and when it comes to loyalty rewards program, a powerful picture is an incredible efficient tool for you and your company. 90% of information transmitted to the brain is visual, and visuals are processed way faster in the brain than text, therefore people respond quicker to it. Especially photos showing faces gets 38% more likes than photos not showing faces. Resource also find out that image showing one person is more likely to be attractive to the user, than images showing a group of people, as we are likely to devote our attention to one item
An example in this regard is, Ultamate Rewards loyalty rewards program from Ulta. They use human faces that customers can connect with. Happy and positive images inspire customers and encourages them to be associated with a brand.
If the name isn’t tied to your brand, your shoppers will be lost and not know where to shop. The name should highlight the brands value so it has a lasting impression and can be identified easily. You can also run a test with a small group of your customers and see what keywords, images they use to identify your brand. A great example is Macy’s Star Rewards. Macy’s has a star in their logo and the reward program cleverly references that while making the user’s feel like stars!
3. Simple & Descriptive:
Simplicity is prerequisite for reliability. The name you pick should be easy to remember and comprehend. Whatever name you pick for your brand, keep in mind that you and your customers are going to say it often. If you choose a name that is complex and difficult to comprehend it could be a hindrance for you in the long run. A good idea is to share the name with a test group and ask them what they think this name represents. Can the name be easily understood, easily pronounced and refers to a loyalty program? If they can’t figure out the name refers to a loyalty program, it is probably not a good name.
Most companies add one of the following words to their loyalty program: rewards, club, inner circle, insider, member or points. Interesting examples are Sky VIP Rewards; My Starbucks Rewards; Jelly Belly Sweet Rewards Program, Marvel Insider
4. Emotional connect:
A loyalty program should evoke a sense of emotion in your shoppers. The emotions will pull them towards your brand and encourage the shoppers to make a lifetime commitment. The messaging for each brand may vary depending on your target audience.
For example, a luxury brand may want to entice users about being a part of the inner circle whereas a value-oriented brand may want to emphasize deal bucks.
Watch the video below to get insights on how to name your loyalty program.
Once you narrow down on a few names, try them out in various sentences and see which one feels right for your brand + emotion:
- “I am a member of the Starbucks Rewards program”
- “Have you joined the Marvel Insider Program?”
- “Please enrol for the Macy’s Star Rewards Program”
Your loyalty rewards program name acts as the starting point for your brands interaction with your customers. So, make sure to select the same wisely.
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