Market research RE: loyalty programs

• justincredible

  

  Say you're a loyal customer of product X. It's something you buy one or two times a month. For the sake of the discussion we'll say it's deodorant.
  
  If the brand had a loyalty program, what features/perks would you expect or hope to see when joining? Let's say that free product after so many purchases is a given. Anything else you would like to see or expect to see?
• Raw Dawgin' it

  

  justincredible;1271011 wrote:Say you're a loyal customer of product X. It's something you buy one or two times a month. For the sake of the discussion we'll say it's deodorant.
  
  If the brand had a loyalty program, what features/perks would you expect or hope to see when joining? Let's say that free product after so many purchases is a given. Anything else you would like to see or expect to see?

  Sample of new products they come out with.
• Fab4Runner

  

  Raw Dawgin' it;1271045 wrote:Sample of new products they come out with.

  That was going to be my suggestion, too.
• justincredible

  

  Good suggestion. Unfortunately the product line is pretty set as it is.
• mcburg93

  

  Discounts on the product.
• Heretic

  

  mcburg93;1271059 wrote:Discounts on the product.

  Yeah, that'd be it. Kind of like how if you use the Kroger card a lot at Krogers, you get coupon books tailored towards things you frequently buy. That sort of thing.
• sleeper

  

  A quality product is most important. No one really cares about gimmicks; well no one with money cares.
  
  What is your target audience? Women? If so, all they care about is getting a sale regardless if the product sucks. If men, you'll have to aim for their cost to benefit ratio, which is subconscious.
• justincredible

  

  sleeper;1271063 wrote:A quality product is most important. No one really cares about gimmicks; well no one with money cares.
  
  What is your target audience? Women? If so, all they care about is getting a sale regardless if the product sucks. If men, you'll have to aim for their cost to benefit ratio, which is subconscious.

  Current website stats are as follows:
  
  Active males: 3,000
  Active females: 6,000
  
  34 and under: 500
  35-45: 1,100
  46-55: 2,500
  56-65: 3,000
  66 and over: 2,000
  
  The 9,000 members have entered almost 60,000 codes. Each product the buy has one code on the packaging so each member has averaged about 7 purchases over the course of ~21 months. A lot have entered one code. A lot have entered the max of, I think, 25 codes.
• sleeper

  

  Definitely market heavily towards sales/discounts. EZ money.
• justincredible

  

  The way the current system works is you enter 3 codes and you get a BOGO coupon. There is a current max at 10 BOGOs (set by the client). It has worked well but the client would like to expand the program.
  
  Now that I type that I realize the max codes is 30, not 25. Learn to math.
• justincredible

  

  Also, this is all obviously made up because I'm unemployed.
• Glory Days

  

  justincredible;1271080 wrote:Current website stats are as follows:
  
  Active males: 3,000
  Active females: 6,000
  
  34 and under: 500
  35-45: 1,100
  46-55: 2,500
  56-65: 3,000
  66 and over: 2,000
  
  The 9,000 members have entered almost 60,000 codes. Each product the buy has one code on the packaging so each member has averaged about 7 purchases over the course of ~21 months. A lot have entered one code. A lot have entered the max of, I think, 25 codes.

  old people dont use the internet, this hypothetical scenario sucks!
• WebFire

  justincredible;1271107 wrote:Also, this is all obviously made up because I'm unemployed.

  And have two iPhone 5s. Typical.
• Sonofanump

  justincredible;1271080 wrote:Current website stats are as follows:
  
  Active males: 3,000
  Active females: 6,000
  
  34 and under: 500
  35-45: 1,100
  46-55: 2,500
  56-65: 3,000
  66 and over: 2,000
  
  The 9,000 members have entered almost 60,000 codes. Each product the buy has one code on the packaging so each member has averaged about 7 purchases over the course of ~21 months. A lot have entered one code. A lot have entered the max of, I think, 25 codes.

  Looks like you need to get younger customers, unless it is a produce that one uses inherently more as the person gets older. Is the two to one ration between males and females due to use or who does the shopping for the household?
• justincredible

  

  Sonofanump;1271208 wrote:Looks like you need to get younger customers, unless it is a produce that one uses inherently more as the person gets older. Is the two to one ration between males and females due to use or who does the shopping for the household?

  
  It's not a product that young people need, generally. There is no way to target towards them. And the 2:1 ratio is due to who does the shopping, I'd guess. I have no idea what the split is for use but I'd guess it's close to 50/50.
• sportchampps

  The best loyalty programs are the ones that are personalized. Not knowing exactly what the product is I would suggest a bogo coupon for a birthday. This gives a perception of a personalized touch. Another great tool to gain sales is to reward your most loyal customers with discounts on other products. For example maybe the deodorant company also makes shampoo. This will give the perception of a reward while also getting them to try another one of your company's products. Lastly, the more someone buys the more they should be rewarded. I wouldn't cut off my most loyal customers from earning rewards as this will give a perception that less loyal customers are more valuable. As always in marketing perception is reality.
• Manhattan Buckeye

  "The best loyalty programs are the ones that are personalized."
  
  100% correct. The best way to get customer support is to make your customers think they are part of the company.
  
  This happens with automobiles (and pretty much funds NASCAR), and other service providers. It isn't as easy with products but can happen. I've never been an auto loyalty guy but will do so with airlines. I won't fly Delta if at all possible but will take a Sing Air flight at any opportunity. The latter makes me think I am part of the company, they address me by Mr. MB at the gate, they know what beverage I want when I take my seat and all around make me think I am more than just a passenger. It also doesn't hurt that the flight attendants are ridiculously hot.
• password

  

  Are you marketing vitamins?
• Glory Days

  

  password;1271293 wrote:Are you marketing vitamins?

  probably centrum silver
• WebFire

  Manhattan Buckeye;1271285 wrote:"The best loyalty programs are the ones that are personalized."
  
  100% correct. The best way to get customer support is to make your customers think they are part of the company.
  
  This happens with automobiles (and pretty much funds NASCAR), and other service providers. It isn't as easy with products but can happen. I've never been an auto loyalty guy but will do so with airlines. I won't fly Delta if at all possible but will take a Sing Air flight at any opportunity. The latter makes me think I am part of the company, they address me by Mr. MB at the gate, they know what beverage I want when I take my seat and all around make me think I am more than just a passenger. It also doesn't hurt that the flight attendants are ridiculously hot.

  Maker's Mark's ambassador program is one the best at doing this. Really makes you feel like you are special and part of the company. You're not really though.
• I Wear Pants

  WebFire;1271143 wrote:And have two iPhone 5s. Typical.

  No, the iPhone 5s will likely come out next year. He is getting two of the iPhone 5.
• I Wear Pants

  justincredible;1271217 wrote:It's not a product that young people need, generally. There is no way to target towards them. And the 2:1 ratio is due to who does the shopping, I'd guess. I have no idea what the split is for use but I'd guess it's close to 50/50.

  So it's a product where people enter codes online that's targeted at old people.
  
  I'm sure that'll work out swimmingly. :rolleyes:
• justincredible

  

  I Wear Pants;1271495 wrote:So it's a product where people enter codes online that's targeted at old people.
  
  I'm sure that'll work out swimmingly. :rolleyes:

  
  It's been going well for almost two years, did you not read the stats? Almost 60k codes have been entered so far by roughly 9k members.
• I Wear Pants

  justincredible;1271590 wrote:It's been going well for almost two years, did you not read the stats? Almost 60k codes have been entered so far by roughly 9k members.

  Of course I read the stats, I do not allow facts to get in the way of mediocre jokes.
• Glory Days

  

  [h=1]“Facts are meaningless. You could use facts to prove anything that's even remotely true.”[/h]