As the world’s leading loyalty marketing platform for the convenience retail industry, we can help you create a points-based program where your customers can earn points, check their balance and of course spend those points to claim their rewards.
Many loyalty programmes and industries use points as their currency due to their flexibility and power to drive desired consumer behaviours.
You can build a points based program in a number of ways, for example:
|Purpose||Earn points examples|
|By purchase||Drive total spend||€ 1 = 1 point|
|Drive visits||1 visit = 1 point|
|Drive category (e.g. healthy options)||1 healthy product = 1 point|
|Double/triple points -
get multiplier effect on specific category
|Drive products (e.g. new products)||1 new product = 1 point|
|Double/triple points -
get multiplier effect on specific product
|Drive time of day or day of week||Double/triple point -
get multiplier effect on specific days/hours
|Drive total spend per week/month/year to threshold levels||Reach level and get 100 bonus points|
|By activity||Drive recruit-a-friend||1 point per successful referral|
|Drive shared coupons||1 point per share|
|Drive app engagement||Win 1, 5 or 10 points in games|
|Drive top-ups||Bonus points for top up of pre-paid account|
|Drive survey completeness||1 point for completing a survey|
Using Points for Rewards
We recommend using points as the currency in your shop in your app. This gives you a wide variety of spending options, while maintaining a high degree of margin control on point spending.
Our loyalty marketing platform also supports sending points to another app user or donating points to charity organisations that you choose.
Donating points to charity can be marketed in many ways. For example, one point can be worth €1 and the consumer can donate 10 points – €10. A possible alternative is that the retailer matches the donations of their customers.
|User experience||Use points examples|
|Purchase using points in-store||All points are cash points. I use points to pay for any merchandise in-store.||1 point equal €1|
|The points program is a tiered program where points levels give different rebate levels off the entire basket / categories / products||Bronze – silver – gold – platinum gives 2%, 5%, 10% and 15% off on the entire basket|
|Bronze – silver – gold – platinum gives 2%, 5%, 10% and 15% off on defined loyalty categories|
|Bronze – silver – gold – platinum gives 2%, 5%, 10% and 15% off on defined loyalty products|
|Purchase using points in app shop||Products in the in-app shop priced by points.||Purchase 1 coffee for 10 points, 5 coffees for 40 points.|
|Use your cash points in the in-app shop to get better deals than in-store||Coffee costs €2.50 in-store, and 2 cash points in app|
|Use points to play in app||Simple, engaging games can be purchased by using points in the in-app shop||Buy game for 1 point - chance to win up to 100 points or buy this week´s game for 5 points – new chance to win each day this week|
|Play your points in the monthly lottery game – available until end of each month||A lottery ticket is purchased for 100 points – buy as many as you´d like. Win the big prize or smaller treats.|
|Give away or donate your points||Give your points to friends or family||Transfer 100 points from your balance to your son´s balance.|
|Donate your points to charity||Use 100 points and retailer will transfer € 10 to charity X.|
Using Points for Recognition
Points can also be used to upgrade customers to higher status levels. This is very common in many industries such as airlines where customers can be recognised and rewarded in other ways. For example, they can be used to offer top customers additional service benefits which usually cost the company less but that customers value significantly. These ideas include premium experiences such as room upgrades or priority check-in for hotel guests.
‘Status’ points are often awarded to ensure your top customers feel they are being truly recognised for their loyalty to you. They are a powerful tool you can use to build an emotional connection to your brand, in addition to the functional/transactional rewards that are awarded for their purchases.
In convenience retail, status points are typically used to ‘qualify’ for rewards. For example, Circle K in Hong Kong explicitly focuses on this objective with its ‘OK Stamp It’ programme, as does Starbucks Rewards which classifies customers initially in a green tier, then ‘upgrades’ them to gold. Only gold members earn actual rewards.
|Country||Price per SMS|
|Czech republic||0.057 EUR|
|El Salvador||0.028 EUR|
|Puerto Rico||0.003 USD|
|Saudi Arabia||0.03 EUR|
|South Africa||0.017 EUR|
|Please note: Errors and omissions excepted.||SMS prices may change on short notice due to price changes from operators.|