Shoppers miss over 95% of POS items in-store. Therefore, to get a noticeable impact we must ‘punch them in the face’. We explore programme activation and how to design the best activation strategy for a loyalty programme.
The right activation drives participation
We are living in an age where power is in the hands of shoppers. They have more choice and more opportunities to voice their opinion. To connect a loyalty programme to shoppers, it is important to put the shopper central in the design of an activation strategy. Programme activation is rapidly becoming one of the most important factors to drive participation in loyalty programmes and thereby steer turnover growth. It should, therefore, be at the top of retailers’ agendas when planning their next loyalty programme.
Timing is everything
Just like a good punchline, timing is everything when it comes to reaching your shoppers and activating them to take part in a loyalty programme. There are five phases of the programme journey which should be considered: before the programme (grab their attention), at the start (drive shopper awareness), in the middle (remind your shoppers to keep them engaged), towards the end (countdown to trigger activity) and after (show appreciation).
By successfully activating the shopper at these key phases, the programme can increase the number of shoppers entering the store, increasing engagement and ultimately participation.
Location, location, location
In addition to the five phases, there are also four locations for retailers to connect with their shoppers; pre-store, to-store, in-store, and post-store (shopper journey). Combining the knowledge of the timings with the locations helps you understand which - and how - shoppers need to be successfully activated to take part in your loyalty programme
The big 5: define your impact
Programme activation activity should take place during the early planning stages. By taking into account key themes, employing the locations and phases shown here, and utilising visual brainstorming methods, you will help yourself ensure that nothing is left unplanned. At BrandLoyalty we use strong metaphors of the Big 5 animals to help shape the programme.