From PSFK's Loyalty Debrief, here's how three brands are fostering long-term consumer engagement by rewarding their loyalty members for a range of actions like social media shares and R&D feedback

As customers interact with their favorite brands in a variety of ways across a myriad of channels, their relationships with them are shifting from transactional to personal, often serving as valuable brand advocates and sharing their positive experiences with friends and family. Retailers and brands are rewarding their loyalty program members for a range of actions beyond making a purchase, such as referring a friend or sharing on social media, to offer them opportunities to earn without spending and encourage ongoing engagement and advocacy at every touchpoint.

From offering incentives for customer feedback to gaining referrals through advocacy programs, here's how three brands are reinventing their loyalty platforms to offer rewards beyond the purchase, as researchers have noted in PSFK's recent Loyalty Debrief report:

Reebok Unlocked
Sportswear retailer Reebok created a tiered loyalty program that rewards members for interacting with the brand. Not only can members earn points for every dollar spent, but they can also earn points for posting to social media, reviewing products, attending events and simply creating an account. In exchange, Reebok offers personalized, experience-based rewards, including invitations to exclusive events, early access to new products, VIP customer service and on-demand training.

WellnessWins
The rewards program from wellness platform WW (formerly Weight Watchers) allows members to unlock special benefits in exchange for healthy behaviors. Members track activity, such as physical activity, meals and weight, in the WW app and are rewarded with ‘Wins,’which include exclusive products and experiences. The program is designed to encourage people to track their behaviors because WW found that the more people track their activity, the more successful they were in using the platform to reach their wellness goals. 

Target Studio Connect
Big box retailer Target created a secret social network to help its most loyal brand fans weigh in on product design for its in-house line of products. Studio Connect is available by invitation only, limited to 600 participants who have been recruited via online research and receipt polls. Target designers at their headquarters are able to ask members questions via the app in order to receive crowdsourced input on new product designs. This process allows them to incorporate feedback much more quickly than they would be able to through traditional qualitative research and launch products sooner. Participants are not paid, but can earn points toward discounts and gift cards.

While consumers appreciate “points for purchases,” 75% want to be rewarded for things like watching a brand video or taking a survey. For more insights like this, and for the full list of examples regarding today's trends in retail loyalty programming, download PSFK's Loyalty Debrief, out now.


Lead image: stock photos from GaudiLab/Shutterstock

As customers interact with their favorite brands in a variety of ways across a myriad of channels, their relationships with them are shifting from transactional to personal, often serving as valuable brand advocates and sharing their positive experiences with friends and family. Retailers and brands are rewarding their loyalty program members for a range of actions beyond making a purchase, such as referring a friend or sharing on social media, to offer them opportunities to earn without spending and encourage ongoing engagement and advocacy at every touchpoint.