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Using Technology to Build a Great Customer Loyalty Scheme

Tuesday, September 30, 2014   By Mike Reddy


"The key to loyalty is using digital technology to delve into customers purchasing patterns in order to ‘surprise and delight them."

Truly simple customer loyalty schemes are a way for you to retain your existing customers, keeping them satisfied, and even rewarding their loyalty; thereby enhancing your bottom line.

You have products and services that your customers need to know about, and your loyalty schemes are the tools that help you keep your customers informed. In my business coaching assignments I make a point of looking at better ways of utilizing the power of these schemes.

Customers around the world are flocking to digital loyalty programs and businesses that don’t consider and utilise technology like smartphones and tablets are likely to be left out of the boom. Mobile technology allows your company to build personal relationships with your customers by gathering simple information particularly about their shopping habits and then deliver offers and promotions that are meaningful to that particular customer.

Today’s technologies give companies the ability to not only offer special incentives, but to have direction communication with their customer, real-time back and forth interactions. If your loyalty scheme is destined for success, it requires these advanced technologies as well as the age-old timeless techniques.

It’s still about communicating with the customer, listening to their wants and needs and meeting them. Couple that with today’s information gathering technologies and you have a recipe for success that allows you to reach each of your customers with customised messages about products and services that are of specific interest to them.

One great example of technology at work is the use of ‘beacons.’ These in-store sensors utilise small and inexpensive BLE (Bluetooth Low Energy) devices that identify loyal customers as they arrive in the store. Data is collected at each visit and used to improve shoppers’ experiences by providing valuable custom offers to the customer while in the store.

On the business side, the company can gauge the success of marketing efforts as well as follow up with customers after their shopping to measure customer satisfaction with the store, employees, products and services offered.

Customer loyalty schemes are invaluable tools that provide you with a captive audience who wants to know about your products and services.

As a business owner, customer loyalty schemes afford you the priceless opportunity to focus on your best customers, keeping them satisfied and delivering a customised experience that will keep them coming back.

Mike Reddy is a Chartered Accountant, business coach and advisor helping businesses in Sydney, Melbourne, Brisbane and Gold Coast to easily increase their profits and cash flow. He is currently President of the North Sydney Chamber of Commerce, a Regional Councillor for Sydney North East and a member of the Institute of Chartered Accountants Sydney leadership team. As well as advising businesses, Mike presents business development seminars and webinars and is regularly contacted by the media to comment on small business matters. You can connect with him on Facebook, Twitter and Google+.