Loyalty program for corporate clients. S7 offered a loyalty program for corporate clients. Loyalty discount program

The concept of “loyalty programs” or “frequent guest programs” has been known in the hotel business since the early 80s of the last century, when the first of them, InterContinental Hotel Group’s Priority Club Rewards, was created. Now there are several dozen international “loyalty programs” covering the activities of chain hotels, and if you count the programs that independent hotels and hotel chains of individual countries have introduced into their practice, there are hundreds of them.

The popularity of loyalty programs is due to their exceptional "usefulness" to both stakeholders. Hotel guests get the opportunity to travel more often or with greater comfort, while paying less, and for the hotels themselves this is a great opportunity not only to retain the consumer of the service without much effort, but also to regularly increase the number of regular customers. This was also facilitated by joining the loyalty programs of many airlines. The first to come up with this idea were in the United States, where it is absolutely normal for a businessman to visit two or three cities in one day for negotiations (using the services of airlines); other countries soon took up the initiative.

So what is a loyalty program? Its essence is as follows: a hotel client is offered to become a member of the discount system. Previously, such a service was available for a certain amount, but now more and more often the connection to the system is free. Sometimes there is a purely symbolic "contribution" - guests receive "Frequent Guest Cards" of the entry level if they stay at the hotel for a certain period (say, a week), get caught during the period of their stay, one or another PR-action, or just like the hotel management.
After joining the club, points are added to the card every time a guest visits any of the chain's hotels that support this program. Sometimes points are also awarded for dining in a restaurant, use of the business center, etc. Their number is directly proportional to how often the guest stays in hotels and uses certain services. Well, in exchange for the acquired points, a member of such a club system can receive certain bonuses, i.e. services. The range of them is very wide: from the possibility of early check-in / late check-out or a free cocktail to returning to the hotel after a working day to providing a chic penthouse for the weekend, and absolutely free.
As we have already said, airlines are also willing to participate in loyalty programs: very often at the reception of a hotel you can see an announcement about crediting bonus miles for flights by this or that airline for each night spent at the hotel. Sometimes the traveler has the opportunity to choose whether to use the accumulated points as payment for hotel services or to receive a discount on the air ticket. But that's not all, some chain hotels, for example Hilton, offer the so-called. double discounts, when both accommodation and air tickets are cheaper for the guest: this program is very popular.
However, not only she: one of best programs loyalty today in the hotel business is rightfully recognized by Marriott Rewards of the Marriott hotel chain. Thanks to partnerships with 31 airlines, as well as a variety of bonuses offered to customers, more than 25 million people are now participating in it.
Over 200 hotels and nine airlines are connected to the Hyatt Gold Passport program.
It would be unfair not to mention Priority Club Rewards - the leading loyalty program in travel and hospitality spanning a range of brands: InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites and Candlewood Suites and many other chain and non-chain hotels. Thanks to the variety of brands included in the program, the cardholder can choose any of 3,700 hotels of various levels and around the world, as well as take advantage of discounts when ordering services from more than 40 airlines, exchanging bonus points for flight miles. In addition, more than 10,000 restaurants and a range of partner credit cards participate in Priority Club Rewards.

Even one listing of loyalty programs can take a long time; therefore, let's move on to the already mentioned and essential aspect. Not everyone knows that loyalty programs are offered to their customers not only by international chains, but also by Russian hotels, both chain and independent. Many of them have developed a very attractive system of discounts, bonuses and "compliments" for regular guests, especially for the corporate segment of the clientele, a significant part of which are business travelers.

What's interesting is that corporate clients hotels in some cases can be considered ideal target audience... Why? Private clients, tourists and similar categories of citizens are mostly interested in living in a comfortable room at a reasonable price: other services offered by the hotel usually do not seduce them. Why, tell me, to a guest who came on a tour from the region to rent a hall in a business center or five possible options organizing an international conference call directly from your room? At best, he will be interested in the restaurant and spa services, and even then if they are offered at a discount.
While business people, especially top managers of large companies, staying at a hotel even for just a couple of days, are able to mobilize all the resources provided by the hotel. They can rent a conference room, request special equipment for a seminar, hire a waiter to serve in the lobby exclusively for their business negotiations; "Put on ears" the reception, if in some corner where he wanted to sit in silence with a laptop, a "dead" wi-fi zone is found ... at the same time, the front desk orders air tickets and transfers ... as soon as possible v in the best possible way, is inclined to “stick” to such a caring hotel forever. He will come to the hotel of this chain more and more often, and thanks to the discounts of the loyalty program, he will buy more and more services. Because he really needs all of them, and the chance to get some kind of service quickly, efficiently and at half price, or even free (especially for a person who earns a lot, which means he is used to counting his money) is the best "bait".
Hoteliers have adopted this fact, in almost every self-respecting hotel, in addition to the standard discounts for members of the loyalty program that operates in this hotel, special offers have been developed for corporate clients and business travelers.

RENAISSANCE SAINT PETERSBURG BALTIC; COURTYARD MARRIOTT SAINT PETERSBURG VASILIEVSKY
The Marriott Hotel Group in St. Petersburg supports the global bonus programs of Marriott Int. One of them is Marriott Rewards. Guests participating in the program receive bonus points for staying or holding events at the chain's hotels, which they can later exchange for airline tickets or a certificate for staying at a Marriott hotel. The guest himself chooses whether to accumulate points for accommodation or air miles. Specifically, every dollar spent is one mile.
Hotels "Renaissance St. Petersburg Baltic" and "Courtyard by Marriott St. Petersburg Vasilievsky" offer guests participation in the bonus program Preference Plus. All its members who book events or their colleagues' accommodation in the indicated hotels accumulate bonus points, which can subsequently be exchanged for prizes and gifts. For every $ 100 spent, 1 point is awarded. For example, for 15 points you can get a cake from a pastry chef, and for 300 points you can get a stay at a chain hotel in continental Europe.
HOTEL "MILAN" (Moscow)
Corporate clients can take advantage of the following discounts or bonuses.
For business travelers, there is a special reduced price for accommodation (from 3800 rubles / person).
There are discounts for holding an event depending on the number of people, if there are less than 50 participants - discounts will be up to 50%, if more than 50 - up to 70%. Equipment for conference rooms for corporate clients is provided free of charge; members of the group are also given a 50 to 70% discount on accommodation in Milan, and up to 50% on meals in the hotel restaurant. Event organizers can stay at the hotel for free.
Also, corporate clients have the opportunity to conclude a contract for a year at a fixed price, not to mention the fact that they enjoy the pre-emptive right to book even in high seasons. In particular, it was this proposal that contributed to the conclusion of an interesting long-term agreement with Cathay Pacific. This Hong Kong flagship airline operates scheduled passenger and freight transportation in 114 cities of the world and is one of six international airlines with a five-star Skytrax rating. For the employees of this company, Milan provides a fixed price for accommodation and meals for the entire period of cooperation, regardless of inflation, seasonality, hotel occupancy, price spikes, etc.
HOTEL "IRIS CONGRESS HOTEL (Moscow)", previously part of various chains, in currently just engaged in the development of new types of programs. They will be designed for the main segments - corporate, tourist and conference segment, with a certain gradation of the discount system for each segment. Iris Congress Hotel traditionally pays great attention to gifts for the loyalty of partners and their guests. These are, as a rule, hotel services in the form of various vouchers (for accommodation in holidays, for festive events held at the hotel, dinners, visits to the fitness center, etc.). Guests are particularly pleased to receive gifts of culinary delights from the hotel's pastry chef, according to staff.
In addition, each partner company of the hotel receives gifts from the sales department, sometimes small, but pleasant: various souvenirs, which the hotel tries to make as diverse as possible. The sales and marketing department strives to constantly be at the center of events, regularly polls guests about the quality of souvenir products in particular, and the level of services provided in general. At the end of the year, the hotel hosts corporate evenings for major business partners from the corporate and travel segments, where company employees are rewarded for the highest number of nights booked.
As for partner programs, negotiations are currently underway with several airlines and banks for the accrual of miles and bonus points, if you have a bonus card in the first case and pay for services with a bank card in the second.
HOTEL AND RESTAURANT COMPLEX "RING PREMIER HOTEL" (Yaroslavl) made a special gift to its customers for its fifth anniversary, when guests could receive Gold and Silver club cards (Golden Guest, Silver Guest) with a lot of related bonuses just for being among the first guests of the hotel. Although other types of cards also provide many advantages. By the way, in addition to the Standard card (Regular Guest), there is also a "Corporate" (Corporate Guest).
The cards differ in the size of the discount and the number of bonuses and work according to the accumulative system, over time the "level" of the card increases.
The loyalty program of the hotel assumes the opportunity to use discounts even for those corporate clients who do not live in the hotel, but use the services of a restaurant, banquet halls, etc. provide yourself with hotel accommodation with substantial discounts.
Regular Guest Members receive one free massage per 3 days' stay and a 5% discount on beauty treatments per stay.
Silver Guest card gives 8% discount for the entire stay; two free massages for 3 days of stay; late check-out (within 2 hours after checkout time - free of charge); 5% discount on a la carte in the Sobinov restaurant.
The Golden Guest card allows you to stay at the hotel with a 10% discount, receive free massage every day; gives privileges when ordering a room and priority on the waiting list for reservations. Its owner can also use a free transfer from the station (to the hotel and back); late check-out service (within 4 hours after checkout time); get the latest press in your room and a free number for newlyweds.
Among other things, the hotel's loyalty program includes discounts at hotel stores, birthday gifts for birthday people, free equipment for conference rooms, discounts on events, etc.
In the MAXIMA HOTELS hotel chain, the guest is given an information letter, which contains the contacts of his personal manager and the offer of special rates. Thus, a personalized relationship with each corporate client is laid from the very beginning of cooperation.
Guests of any hotel in the chain can take advantage of various opportunities to receive additional discount or a bonus. As a rule, corporate clients most often order discounted transfers and meals. This spring, during the eruption of the Eyjafjallajokull volcano, corporate clients were provided with a free transfer to Moscow airports and an additional 10% discount on accommodation for the period of forced waiting.
The special “Guest of Honor” loyalty program was developed exclusively for the guests of “Maxima Hotels”. Within its framework, the client receives a discount card and begins to enjoy all the privileges from the second check-in at any hotel of the chain.
The first level - the Classic card - 5% discount on accommodation, restaurants, lobby bars and wellness centers. Next comes the Premium category card - issued upon the tenth check-in at any hotel of the chain or after 15 nights of total stay. With this card you can get a 10% discount on accommodation, 5% on the services of restaurants and lobby bars, 10% on the services of wellness centers. Further, the Exclusive card, received upon the twentieth check-in at any of the hotels of the chain or after 30 nights of total stay. This card gives a 20% discount on accommodation, 10% on the services of restaurants and lobby bars, 20% in wellness centers.
Participants of the "Honored Guest" program are provided with additional bonuses, including the possibility of free early check-in or late check-out until 16.00. For Premium or Exclusive cardholders - free upgrade.
Another opportunity for obtaining privileges has appeared thanks to the partner programs of Maxima Hotels. When booking, the guest can choose a program of cooperation with a bank or an airline. For example, discounts for holders of some bank cards reach 15%
Airline partnership programs allow you to get both a discount and extra miles on your frequent flyer card.
Loyalty programs for corporate clients apply not only to accommodation, but also to conference services. In particular, there are a number of special offers:
- "One in the mind" allows you to receive a conference room with equipment for 1 day as a gift when holding a multi-day event.
- The "Maxima-BONUS" offer includes 3 days of accommodation in a standard double room on weekdays at special prices and one-time use of the conference room during the stay free of charge. If a group is simultaneously accommodated in 10 rooms, the 11th is provided free of charge. " In the near future, the network plans to develop a discount card in cooperation with well-known sports and entertainment establishments in Moscow and the region. The network has already established strong partnerships with Europe's largest water park Kva-Kva Park. From time to time, corporate clients of the network receive exclusive bonuses in the form of certificates for visiting it. Now more than 30% of guests are holders of the "Honored Guest" cards, which is a clear confirmation of the effectiveness of the loyalty program.
The “AZIMUT CHAIN ​​HOTELS” is not lagging behind, where the “Your Comfortable Companion” loyalty program, introduced in December 2009, and providing an opportunity to stay and eat at “Azimut Hotels” in different cities of Russia at special prices, is in effect. It is extremely simple to become a member of the program - it is enough to fill out a questionnaire upon check-in at the hotel and receive a loyalty program member's card, which begins to operate from the next arrival. There are four statuses in the program: Companion (basic), Silver Companion, Gold Companion and Platinum Companion. A wide range of services is presented for the business traveler segment: conference rooms, free Wi-Fi Internet, direct dial telephone and cable TV in all rooms, 24-hour reception, laundry and the possibility of ordering a transfer.
For six months, more than 500 people have become program participants. It involves 32 hotels in Russia and the European Union: in St. Petersburg, Samara, Ufa, Kostroma, Astrakhan, Murmansk, Vladivostok, Stavropol, Moscow region, a project in Moscow, with a total number of 5400 rooms. The chain also interacts with AZIMUT Hotels Company Europe, which includes 22 hotels of 3-4 stars level, located in 17 cities in three countries of the European Union (Austria, Germany and the Czech Republic) - thus, members of the loyalty program can receive "earned" discounts and bonuses also in the process of business trips to Europe.
CHAIN ​​HOTEL SWISSOTEL (Berlin), in addition to the standard bonuses offered by the chain in all hotels in the world, presents its own - exclusive - loyalty program Club Swiss Gold, updated in 2010. In addition to special prices, special privileges for regular guests and cumulative discounts, the loyalty program offers a new service: Exceptional Rates for Weekend Breaks. What it is? Every weekend, three Swissftel hotels around the world offer incredible discounts on their rooms. These hotels can be booked strictly one week prior to arrival. Yes, the rules are quite strict, but the price is also very attractive. So, according to this offer in August 2010 it was possible to book a hotel in the center of Berlin at a price of 95 euros per day, and in Chicago (USA) - $ 99 per day. And the famous Swissftel Sydney offers a 15% discount for every next day of stay at the hotel to anyone who has stayed there for at least two nights.
At the service of business clients is a studio-restaurant at a hotel in Berlin, where you can “connect” both the studio and the chef to your business events.
But, of course, it is difficult to compete with the number of members of the industry's largest loyalty program Priority Club Rewards - 48 million.
INTERCONTINENTAL HOTELS GROUP (IHG) is a global hotel company, the largest in the world in terms of room stock - 650,000 rooms in more than 4,450 hotels in almost a hundred countries. More than 180 million people stay in the company's hotels every year, and, of course, very, very many constantly use the bonuses provided by the membership in the "loyalty program".
All points earned can be converted into bonus miles, which are accepted by over 40 airlines. More than 10,000 restaurants and a range of partner credit cards participate in the program.
Points have no statute of limitations; they can be exchanged for a hotel room even during peak seasons. Conversion of spent dollars into points depends on the hotel system and the level of the loyalty club membership. So, to get a gift number, it is enough to collect 15 thousand points. Cardholders get the opportunity to check out of the rooms later, receive pre-prepared keys and documents for the room, various discounts, and so on.
There are three levels of cards, which differ in the services and discounts provided. A significant role in this is played by the fact that InterContinental Hotels & Resorts and Crowne Plaza are purposefully positioning themselves as a “brand for business travelers”. What is the evidence for the validity of such a claim? The basic concept of the brand is that you pay for what you really need.
We will also mention such useful (and extremely inexpensive for businessmen and corporate clients who are participants in loyalty programs) services, such as:
- round-the-clock access to the Business Centers at the hotels;
- Visiting the Club Lounge, where, in addition to food and drinks, guests are offered free Internet access, international press, and a separate meeting room (in most hotels).
The loyalty program of InterContinental - Ambassador hotels - gives guests: international press, room upgrades, free week-end, the possibility of faster accumulation of points (points never expire)
Special Business Sense program, which includes breakfast and additional services (for example, unlimited Internet access and a 25% discount on Business Center services) The Staybridge Suites brand for business clients is as follows: The hotel concept is focused on the needs of business travelers who have often fly on business trips for a long time, for which guests are provided:
Free wireless Internet (WiFi) throughout the hotel.
Convenience store with everything you need right at the hotel.
Complimentary breakfast at the Hub Kitchen.
Free evening cocktail after a hard day.
The more you live, the less you pay for each night starting from the 3rd. Holiday Inn and Holiday Inn Express also offer their own special loyalty programs, in particular - the corporate segment - to list the benefits of loyalty programs "networks within the network" Intercontinental Hotels Group and a magazine are not enough.

Interestingly, at the recent press breakfast of the Hospitality Ideas & Trends Club (HIT Club), the speakers raised the issues of loyalty programs, even though they were not on the agenda. It was about the extreme desirability of interaction between airlines, restaurants, various enterprises services, as well as hotels. And not only chain hotels in key cities of Russia and the world, but also small independent hotels in the regions. After all, even if several private hotels of a city unite and come up with their own loyalty program, which provides for interchangeability in the event of a guest contacting a hotel with a full load, minimum discounts and a small amount of bonuses - all the same, with the active announcement of the program and competent delivery of information to customers These small, in fact, measures can significantly stabilize the position of each of the participating hotels in the market, increase the influx of new customers and replenish the number of regulars.

Prepared by Kristina GOLUBEVA

Everyone views marketing as customer acquisition. Something like advertising. Marketing = advertising. They attracted customers, they bought it.

Everyone is happy: the head of the company, the clients themselves. The only thing is that it has long been proven, the sale regular customer 5 times cheaper than new. And this is the problem for most managers.

They don't think about how to retain a customer, although there are simple and unobtrusive marketing tools for this. For example, a customer loyalty program.

Marketing and discounts

Although no, I'm wrong. Executives and marketers think like. But usually, the maximum they think of is discounts.

Those very banal discounts and, moreover, the greater the discount in their opinion, the higher the likelihood of retaining the client.

This is definitely true. Only now they forget what discounts mean in business and how much it affects their markup. And all this as a result is very far from a working system of customer retention.

And how can you keep ...

Let's take as an example a classic situation in any business, when a client asks you for a discount and at the same time subtly hints that if you do not give, then the consequences may be irreversible.

Bad option:

- Will you give me a discount?
- We have no discounts.
- Then I'll go buy from competitors!
- Okay, I'll give you my personal 5% discount, but just about it to anyone.

A good option :

- Will you give me a discount?
- Yes, for purchases over 10,000 rubles, you get a 5% discount.
- Okay, then I'll buy it.

The best way :

- Will you give me a discount?
- Of course. Moreover, the more you buy from us, the more discount you get. When buying for 10,000 rubles you will get a 5% discount, and when buying for 20,000 rubles you get a 10% discount.

- Nuuuu, okay, then let's get this coat for 22,000, then it will cost me 19800.
- Yes that's right.

I think you have now learned the model of the customer loyalty program, which is used by more than half of small businesses in Russia. And now is the time to change your business and stop looking like 99% of your competitors.

If you don't have a customer loyalty program, it's time to break the system and start it immediately after reading the article, especially since you will learn the tricks and life hacks that work in modern realities in Russia.

And even more so, if you have exactly as I described in the examples, urgently fix it!

And if you are lucky, and you are not, I congratulate you, but I still strongly recommend reading the article to understand what to add / improve to your loyalty system.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Three tasks - one road

So. What is a customer loyalty program? In short, this is a way to motivate your customers with three main tasks that most executives forget about when developing it:

1. To retain customers (you will go to organization B to buy if you have the maximum discount in organization A ?!);
2. To increase sales (will you buy another 2,000 rubles to get an 8% discount?);
3. So that (Remember before everyone went to Letual or Il De Beautet with someone else's cards in order to buy with the maximum discount?).

And in fact, all customer loyalty programs revolve around two simple actions(I would even say arithmetic operations) - write off or add, that is, plus or minus, that is, a discount or accumulative program.

It is them that we will now consider and get to the thought “What is better - a discount or bonuses?”. If you don't want to read the article further, watch the video:

In general, there are more than 4 loyalty programs, but today we will study only these 4. And yet, get ready that in the course of reading the article you will have thoughts to change the old good / bad working for a new one, which you will learn in just 3 minutes.

Loyalty discount program

As I wrote earlier, this is the most common loyalty program, and not only in Russia, but in the world in general.

Expressed in either a one-time or cumulative discount. As a rule, this is a discount card that gives a certain percentage discount upon purchase. Why certain?

Because discount cards come in either a fixed or a cumulative discount.

The cumulative discount is due to the following function - when buying at certain price thresholds, the client receives an increase in percentage as a reward for loyalty to the company.

Some are sophisticated and come up with conditions that if a client does not appear with them, for example, once a month, then she drops one step lower and so on until he comes to his senses and comes again.

Pros :

• Customers love discounts a lot. Especially in Russia. In the conditions of this time, it is very special.
• Such a program is simple and straightforward, so it is easy to organize and control.

Minuses :

• Nowadays, any person usually has at least 2-3 discount cards of companies in one sphere.

  And usually the discount amount is the same everywhere. Therefore, in competitive areas, one might say, “loyalty” is more like a word than a really working tool;

• As soon as the client stops growing in the process of winning the maximum discount, his interest in making purchases also begins to fade;
• The main disadvantage of discounts is that they are given from net profit (example below).

Let's give an example about the loss of money from net profit due to discounts. Let's say you sell a product for 9,000 rubles. Your margin is - 30% Discount - 5% or 450 rubles. It seems to be a little, BUT!

You have the cost of goods / services, which you will not go anywhere, and accordingly you give a discount from your net profit.

Thus, you actually lose 450 rubles not from turnover, but from your net profit, which, for example, is 2,700. It turns out that at the exit, taking into account the discount, you earn 2,250.

The total amount of the discount (if calculated in terms of pure money) turns out to be not 5% at all, but as much as 17.5%. And this is already, you see, essential. Of course, this will not be so noticeable if your markup is 100-200 percent, but what if the discount is greater?

Loyalty bonus program

In this program, the client no longer receives a discount. They magically turn into bonuses. But the principle is the same.

When making a purchase for a certain amount, you receive a certain percentage of bonuses from the transaction amount to your account / card, which you can spend when making the next purchase (even exchange it for a free product).

The bonuses themselves can be in any form: points, stickers, rubles. Yes, even the fictitious currency of the store (not the worst option, by the way).

Pros :

• If you imply repeat purchases, then the system can work for a long time and successfully without unnecessary problems;
• To accumulate a decent number of bonuses, the buyer must buy constantly or for large amounts, which is extremely beneficial for the business owner;
• Bonuses may tend to burn out, which means this will be an additional incentive to come to you as soon as possible and spend them;
• Not all customers come to spend bonuses, so you can say that you leave this money in your company and end up selling without a discount at all.

Minuses :

• If the purchase is one-time or very expensive / rare, then such a loyalty program will not work. The client simply has no interest in participating in it, since he will not come to you again;
• If you make tricky / complex rules for a loyalty program, buyers may get confused or not understand it at all, which will completely destroy the whole idea of ​​its creation;
• More difficult to control than discounts, so you might even need special software.

What's the second fastest way to increase profits at any company? Thinking about the first one? Do not think - this is a rise in prices. The second is to switch from discounts to bonuses.

Remember our example about a product worth 9,000 rubles and a 5% discount? Let's apply it to bonuses. All the same.

You have credited the customer with 5% on his bonus card upon the first purchase, which he will be able to use on the next purchase. We count.

1st purchase - 9,000 rubles
2nd purchase (also) - 9,000 rubles
The bonus from the first purchase (lies on his card) is 5% or 450 rubles.

Thus, 2700 (first purchase) + 2700 (second purchase) - 450 (bonuses written off from the first purchase) = 4,950 (your net profit minus the bonus discount). The total discount on your profit was 8.5% versus 17.5% in the first case.

Those who were especially attentive should have noticed that from the second purchase, the guest will still receive another 450 rubles to the account and it turns out, as a result, we will give out the same 17.5 percent. And they will be right.

Only if we return to the advantages of this system, we must remember that half of the people will not come, half of the bonuses will burn out and these bonuses will stimulate the client to come again.

And also answering right away your question: “What will happen if we cancel discounts and introduce bonuses, will all the customers run away?”. There will be nothing! Yes, some part will leave, but its departure is compensated by an increase in your profit.

In general, it is not dangerous. We checked it many times. And by the way, the part that will go away is the most unreliable and small number of customers who are ready to go to the other end of the city if they find a product / service 10 rubles cheaper. You don't need to be guided by such.

Although, of course, in order not to be guilty later that your company has ceased to be profitable, I will still make an amendment.

And I have a request for you. There is no need to ask clients: “What would you choose: discounts or bonuses?”. The client will always reply with a discount.

This is how our psychology works - “Good now, bad later”. Therefore, you take yourself ... willpower, cancel discounts (if any) and introduce bonuses.

Life hack. If you want to get a ready-made loyalty program, then I advise ““. Very cool functionality and flexible settings. And with the promo code "INSCALE" - a 10% discount.

Multi-tiered loyalty programs

This is a fairly simple and at the same time complex system. The more a person spends money in your company, the more interesting a group of clients he gets and the more interesting bonuses he gets.

For example, it can be some additional free services ( free shipping, extended warranty, etc.).

That is, by spending more money, the client raises himself in status. Often such loyalty programs are used in banking, insurance or airlines.

Pros :

• Such a program is built on self-esteem, since the more a person spends, the more interesting the group he will get into, which has a positive effect on the client's desire to spend more;
• Ideal for the VIP and Double-VIP segment of people.

Minuses :

• He is both a minus and a plus. Such a system is ideal only for expensive goods and services;
• You need very strong bonuses when you reach a certain level;
• Quite difficult to implement and track. Again, you need special software.

Paid loyalty program

Or getting some kind of bonuses / privileges / buns for a subscription. That is, the client pays money (usually a fixed monthly fee) and, as a result, receives privileges.

It can be an enhanced service, Additional services, access to some kind of closed resources and the like.

Pros :

• Very easy to organize;
• Ideal for products that buy frequently;
• The client buys access to such a loyalty program, but often does not use it (that is, "free money");
• You can work out the cost of bonuses so that they are the most profitable for you in terms of money.

Minuses :

• If the value (perception) of a paid subscription is lower than the price, then the entire program could fail.

Let's just say it's the coolest and strongest loyalty program. The one you get paid for, but let's be realistic.

For this to happen, you need to be a very popular company in your sales territory.

How to choose a customer loyalty program?

This is very important point... Since a manager or a marketer always perceives their business in a special way, so to speak, “wearing pink glasses” (this is a fact that is also relevant about us), it is very difficult for them to understand what his client wants.

Yes, to realize everything as in the popular proverb - "And eat a fish, and you can't wash the frying pan after yourself." So what to do?

1. It's trite, but you have to put yourself in the buyer's shoes. Let's imagine that you have wholesale organization.

   What do you think your favorite (for you) customer wants? Accumulate bonuses to exchange them for something free? Or does he want (and is used to) getting discounts here and now?

   Therefore, you take the side of buyers, analyze your range of goods / services and find the answer to these questions.

2. Ask buyers who are already buying something from you, what they want (but remember the stop question: discounts or bonuses?). You can post a survey on your website, in social networks, or in your office.

   As a rule, the answers will be from the series “prices are lower, discounts are higher”. But sometimes you will come across adequate people who can tell interesting ideas, this is the essence of this action.

3. Do a competitor analysis and identify one of two strategies:

   3.1 Go the other way. If a client gives a progressive discount, up to the maximum, then it may be better to refuse discounts altogether and switch to bonus program, just with very interesting prizes.

   3.2 Simulate and improve it. Just remember that things can be ambiguous.

   After all, maybe a competitor miscalculated, introduced a discount loyalty program, now he earns nothing at all and grieves from it at night, but you haven't analyzed it and decided to copy it.

4. And the last step, when you have thought about everything except yourself, ask the same question as in the first paragraph, only to yourself: "What do I want?" or "What is beneficial to me?"

   Sometimes it is better to make a system with discounts, and sometimes with bonuses. As I wrote above, there is always a factor in the market that can change everything.

   Therefore, consider under which scheme your company will grow in profit (or, in your case, it may make sense to grow in turnover to capture market share now).

And finally, a few life hacks that will make your customer loyalty program even more interesting:

1. If you decide to switch to a discount loyalty program, then make it progressive.

   Buying for 10,000 rubles - a 5% discount, for 20,000 rubles - a 7% discount, for 50,000 rubles - a 10% discount).

   The more a customer buys, the more discount he gets. The only thing is that discounts should not be just crazy on an ongoing basis (from 20%), it can play a cruel joke and scare away buyers.

2. If you have a catering or a store, and you are calculating bonuses manually, then rather switch to ready-made solutions that do not cost a lot of money.

   For example, such as Plazius (for catering) or Bazaronline (for retail stores). They already have everything you need. You only need to connect them, calculate the amount of bonuses based on your marginality, and put them into action.

Briefly about the main

Video finally, how stupid the picture as a whole can look when you over complicate things and stop understanding yourself 🙂

And a small summary of the article: if you just want to start a customer loyalty program because you need to quickly increase your profits, then ... No, it will not help you and you do not need it.

A customer loyalty program is just one of the marketing tools that can get your customer (sorry for the tautology) more and more, but in the long run.

And one more parting word - don't complicate it. I remember at one customer in a public catering, we decided to introduce a bonus loyalty program.

We've been counting it for about a month. Well, straight for a very long time. He called me all the time and offered me new mechanics. Confusing me, myself, and future guests of my establishment.

In the end, I spat and entered the following conditions: 20 percent of each check accrued for the next visit. As soon as the guests got used to the new system, we began to gradually complicate it.

Corporate programs of companies operating in the service sector are designed, as a rule, for large enterprises. Ekaterina Dmitruk, Deputy General Director for Sales of the S7 Group, told the site in an interview about why, when launching the new S7 Profi loyalty program, the airline relied on small and medium-sized businesses.

How is the corporate air transportation segment developing? Has the intensity of business travel decreased due to the economic situation in the country?

At the moment, the segment of corporate transportation remains the most stable, despite the fact that recently the business has been actively seeking to optimize the costs of business travel. The volume of flights remains the same as before, and organizations are looking for ways to reduce "travel" costs. For example, some companies refuse to buy business class tickets, opting for more economical flight options.

What is the share of corporate clients in the total volume of passenger traffic?

According to our data, more than 25% of air passengers on the Russian domestic transportation market, excluding "charter" flights, travel by business purposes... It is difficult to more accurately estimate the share of such flights, because less than a third of them fly under corporate agreements. Many passengers simply buy a ticket on their own, like individuals, and then they report at work for the cost of purchasing it and they are reimbursed for their expenses. According to the results of 2015, when the internal passenger traffic of our country amounted to about 100 million people, there were almost 16 million such passengers - S7 Profi is suitable for them.

Did you take into account the experience of your colleagues in the aviation market during the development of the S7 Profi?

Of course, when preparing a new product, we analyzed the experience of other carriers. In addition, at the time of launching S7 Profi, we already worked with corporate clients under the S7 Corporate program, and we already had our own expertise in this area. All this allowed us to offer a really interesting product in the field of business transportation to companies with any volume of flights.

What is the difference between S7 Profi and corporate programs that previously existed in S7?

The long-standing S7 Corporate program is mainly aimed at large organizations with a large volume of flights. Under the terms of this program, an agreement is required, it has a mandatory minimum of flights - 1 million rubles per quarter, but in return, the airline is expected to be more flexible. S7 Profi, on the contrary, was created for those companies whose employees fly less actively, but there is a need to organize flights. For such clients, we have simplified the registration process as much as possible, made the rules simple and clear.

For which companies did you create a new program?

When creating this program, we primarily focused on organizations whose employees regularly fly on business trips. At the same time, we considered companies with any volume of flights, since we believe that every business trip is an opportunity for business development. It doesn't matter if you are a large corporation or individual entrepreneur... Also, when developing this product, we took into account the fact that the process of organizing a business flight in large and medium-sized enterprises most often differs. A large company usually has a partnership with an agent or a corporate agreement with an airline. In small firms, this only complicates the situation, so employees buy plane tickets themselves, and the employer then compensates for the cost. Our New Product created just for such clients. At the same time, there is an additional benefit for a particular employee: if he is registered in our program for frequent flyers S7 Priority, then for corporate flights, both bonuses are credited to his personal account in the form of miles, and points are credited to the company's account in S7 Profi.

Are there many already willing to participate in the program?

Now we see that the number of participants is growing quite actively: from 50 to 200 new companies are registered in the S7 Profi program per week. It is worth noting that often the initiative to register in the program is not initiated by the company's management, but by the employees themselves, since in this way they can save miles to their own account.

How easy is it to save up for an award ticket in the program?

All participating companies registered in the program receive a fixed bonus in the amount of 5% of the air ticket fare - points are awarded after each completed flight on the S7 Airlines route network. The percentage of "remuneration" itself rises when the thresholds for ticket costs are overcome: up to 3 million rubles, the bonus is 5%, from 3 million to 5 million rubles - 6%, over 5 million rubles - 7%. At the same time, if the status increase, as well as the recalculation of bonus points, occurs monthly, then its decrease takes place annually, which is an additional advantage. Points can be spent in the online account on any tickets that are in open sale on the site.

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