The Millennial demographic (born between 1981 - 1997) have different values when it comes to loyalty. Recent COLLOQUY: Customer Loyalty 2015 & Beyond study reveals that 34% of Millennials considered "fun" to be the word that best describes their participation in a customer reward program. Millennials indicated that they joined a loyalty program for the primary reason of acquiring access to members-only sales, products, and services. They seek out exclusive member-only access perks and enjoy gamification-based programs such as tiers where they can work towards gaining additional benefits. 49% of participants said they have stopped using merchant loyalty programs because of irrelevant communications. When speaking to this group, ensure that you're collecting smart data to understand your customer better and send them messages that make sense. Get to know their preferences. Get to know them! If they recently purchased iPhone accessories from your company, then they would likely be interested to learn that you just received some new iPhone gadgets to help them personalize their phone - and better yet - invite them in for a sneak preview before the general public!
Here are a few ways you can add some more fun for your Millennial members!
Customer Recognition
Consider announcing new loyalty members on your Twitter feed, post top point earners monthly on Facebook, or Instagram pictures of your customers getting their rewards. Add a caption like " Joe is enjoying his free coffee with us today - join our rewards program to earn your free coffee!". Customers will enjoy being featured on your website (with their permission of course). Plus, with all the excitement, non-members will be encouraged to sign up so they don't miss out.
Unique Grand Prize
We always recommend that your reward items are attainable so customers don't lose interest in the program... however, why not try introducing a super special promotion with one outlandish grand prize up for grabs? A coffee shop may offer up free coffee for a year for one lucky winner or a pizza restaurant may create a pizza from one lucky member’s favourite foods (name it "Fred's Fried Egg Pizza Special") and offer it for sale to the public for a limited time. The most unique ideas are ones that money can't buy.
Surprise Them
Have you ever received an unexpected free sample with your online order? Or received upgraded seats on the plane? Occasionally, it's nice to be surprised. Surprise rewards build positive feelings in which the customer will associate with your brand/company.
Host an Exclusive Event
Consider a VIP invitation to your most loyal members to try a new menu item at your restaurant before anyone else! A special event for members-only creates excitement and you can be sure that they're going to tell their friends...
Note: It's great when staff take the extra step at the checkout to let the customer know how close they are to earning the next reward level... a little encouragement and a reminder to keep earning those points.