Sales & Marketing

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The most effective reward programmes in the world

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A 2015 study found that the businesses including loyalty schemes in operations can increase basket value by some 120 per cent, while just 22 per cent of retailers said they have never had such a programme available.

“We believe that this is still a largely untapped area, with potential to be really beneficial to both retailers and to those taking part in the reward scheme,” said Chris Heather, director at Trusted Loyalty Partners.

“We hope that more retailers open up to the possibilities created by loyalty schemes. It’s a safe and effective strategy to not only encourage shoppers into your store but also to increase their average basket spend value.”

In the event your company is one of the 22 per cent avoiding the opportunity of building loyalty, we’ve highlighted four businesses from various sectors to detail how they’re building a rapport with customers.

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(1) Nando’s – Nando’s Card

Referring to dining at Nando’s as “cheeky” is commonplace among the chicken restaurant chain’s diners. In fact, the term “cheeky Nando’s” exploded last summer when it was revealed that Americans are struggling to come to terms with the British expression of endearment.

For commoners like myself, we can appreciate the Nando’s Card, a great loyalty scheme that lets customers win a freebie with roughly every three purchases – securing a free whole chicken when they make ten buys.

However, there is something a bit more rewarding for those in the spotlight – the Nando’s Black Card. The holy grail of rewards grants the owner free Nando’s for a year, with musicians including Ed Sheeran and Example among known owners.

One teenage fan of the brand, who spends £1,500 a year dining at the restaurants, went as far as to get the Nando’s logo tattooed on his backside in attempt to secure a hallowed card. Access was denied.

Check out the videos below for confirmation of the Nando’s Black Card and the sheer love some customers have for the brand:

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Bookatable CEO: SMEs can learn from fierce food sector to maintain customer loyalty

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(2) Marriott – Marriott Rewards

As a member of Marriott Rewards, which is free to join, basic privileges include WiFi, mobile check-in and exclusive offers at selected venues – such as discounts and food.

And with points accumulated with each purchase, there are more than 250 ways to spend them, including room upgrades, free nights, vehicle rental and shopping.

But, for travellers ready to take things up a notch, there are also Silver Elite, Gold Elite and Platinum Elite memberships, which can be achieved with over ten stays, 50 stays and 75 stays respectively.

Elite benefits vary based on the card in the users’ possession, but late checkout, lounge access, free local calls and reduced international calls are among the goods, making it ideal whether it’s travel for business or pleasure.

The perk of choosing Marriott is its global presence, which boasts over 4,000 venues, with benefits and points also available at the chain’s premium hotel lines, including the JW Marriott, Autograph and Renaissance.

With 55m members, Marriott must be doing something right. In March 2016, the service teamed with Twitter’s live video service Periscope and Universal Music to provide customers with exclusive performances from SXSW.

“Being one of a select few brands asked to participate in Twitter’s pilot demonstrates how Marriott Rewards has been seeking new ways to engage our members to bring them unique, live and intimate experiences,” said Amanda Moore, senior director of social & digital marketing for Marriott Rewards.

Continue reading on the next page for the schemes that can help you look good while flying to a Marriott.

Image: Shutterstock

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