By Dr Kathy Kelley–Professor of Horticultural Marketing and Business Management and Dana Ollendyke– Extension Associate
In our previous post, we discussed what a loyalty program should do for your business–which, simply put, it should help increase your tasting room’s profits! In this post, we will discuss developing an outline for your loyalty program.
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| A loyalty program rewards program (photo credit: iQoncept/Dollar Photo Club). |
The great thing about
offering a loyalty program is that customers understand their basic function,
as they most likely belong to other programs. Regardless of the type of program
you offer, consider these key questions:
- Your overall goal – what do you hope to achieve?
- Will charge customers to join the program, limit the number of members, or will enrollment be free?
- How will customer purchases will be recorded?
- What questions will you ask members that will help enhance the program and their experience?
- What purchases will “count” towards loyalty program benefits, what can members redeem points on, and would a program co-developed with a complementary business be perceived as being even more attractive?
- How you will determine that loyalty has really been established?
- How and when might need to end the program (and steps for doing so)?
The next post in this series will focus on your overall loyalty program goal.
