An enterprise loyalty program should be a crucial pillar of any business. Customers will not purchase daily, but it is important to be on the top of their mind for the time they need to make a purchase. This will lead to improved customer retention and increased repeat purchases. This is where the enterprise loyalty program will play a vital role. For a loyalty program to be successful, the first step is to package it right. Businesses invest a lot of resources for their name, tagline, brand colours etc. to create better brand recall. Why should their enterprise loyalty program be treated any differently?
Naming and Branding your Enterprise Loyalty Program
For an enterprise loyalty program to be successful, it is important that it acts as an extension of the larger marketing strategy, and seamlessly blends with the overall brand value proposition.
The campaigns that will be launched through the loyalty program will ultimately portray your brand. It 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. Here are some quick points to consider while naming your enterprise loyalty program to get you started.
1. Get creative while keeping the brand connect intact.
2. The visuals should gel with the brand name and value proposition.
3. As with all things in marketing, simplicity is the key!
4. The name should build an emotional connect with the audience.
Union of Branding and User Experience
The above points will take care of enticing people to sign up for the enterprise loyalty program. The next part is to keep the repeat customers engaged by providing a great user experience.
Like branding, user experience is inherently strategic, but focuses on a much narrower context. Combining branding and user experience for an enterprise loyalty program starts with a thorough understanding of the brand and its customers. Understanding the brand promise and attributes will help create valuable interactions on the loyalty platform. Similarly, understanding the users will ensure that these interactions and features are contextual and engaging. Consistency between the loyalty program and the brand experience is important, and an enterprise must ensure this fine balance.
Evolution of the Enterprise Loyalty Program
Conclusion
Branding is the representation of a business. This could be a name, a logo, colours, writing style, or other media forms. Same goes for their enterprise loyalty program as an extension of the business. In other words, once customers recognize the brand, they also expect specific attributes from the enterprise loyalty program. In certain cases, customers may not differentiate how they feel about different brand only based on the products or services they offer. In such situations, user experience becomes the brand differentiator. It can be part or the entire reason a customer chooses to engage with a company or its products. Providing consistent experiences through all mediums and services becomes even more important. The same enterprise loyalty program can provide insights to businesses, helping them to work on the experiences and features they offer to their customers.
This article was originally published on Zinrelo.com
