Liquid Barcodes


Feature in Focus: Net Promoter Score

Paula Thomas, Chief Content Officer, Liquid Barcodes


We have written extensively about understanding the impact and profitability of your loyalty program, including a number of articles showcasing the importance of measuring your “Net Promoter Score” as the “one number you need to grow“.

We have even done a short five-minute video explaining its importance as perhaps the single most important metric used by loyalty professionals worldwide.

That’s how important we see the “Net Promoter Score and System” and this article discusses the same idea from an operational perspective – helping you to understand the capabilities of our loyalty marketing platform as an easy tool you can set up quickly and easily to consistently capture this critical feedback.

The Loyalty Scale

Firstly, below is a quick reminder of the loyalty scale we use to ask and understand how willing your loyalty program members, car wash subscribers or convenience customers are to recommend you – the “ultimate question” which measures loyalty insights in the simplest way imaginable.

On a scale of 1 to 10, if they rate you anything from zero to six they are a detractor, a seven or eight is passively satisfied, and a true fan – known as a “promoter” is any customer who awards a nine or ten to your business, app or product. By subtracting the percentage of detractors from the percentage of promoters,  you can measure your “Net Promoter Score” as a single figure – anywhere on a scale from minus one hundred to plus one hundred.

Net promoter scoreThe ratings scale used to measure your “Net Promoter Score” 

What You Can Measure:

In our experience with loyalty programs in the convenience retail industry, there are at least three different areas of your business that you can focus on measuring as follows:

  1. The NPS for your company and overall brand – so your NPS as a retailer.
  2. The NPS for your app – helping you understand whether your customers find it engaging and useful to them. Whether it’s to enjoy exclusive offers, plays games or track their purchases in order to be rewarded, customer’s expectations are always on the increase, so measuring this will help you stay up to date on whether your digital strategy is working for the people it has been designed for.
  3. You can choose to focus your NPS research on asking members whether they’d recommend your products – for example your food menu. This is the approach we recommend to measure, monitor and improve customer loyalty in the restaurant sector.

Set It and Forget It

Like many of the features in our platform, your NPS research should be set up once and left to run without changes for as long as possible. This is to ensure you are measuring responses to exactly the same question over time.

Set-up Phase:

The Liquid Barcodes Customer Excellence Team is available to set up your “NPS Survey” and once it’s built, it can be accessed within your app for customers to find, or it can be shared with members via push notification on a regular basis. Many clients send the survey to customers twice or three times a year, with recipients targeted at random for a wide sample.

You have the option to incentivise your customers to complete the survey with your most popular products – we have seen rewards such as bonus loyalty points, a free car wash or a nice menu item such as a free coffee.

Once the NPS feature is configured, you simply monitor your loyalty dashboard for its performance and changes over time.

Customer Journey:

  • As above, some retailers simply create their NPS survey within the app for members to find. Others set a push notification to share it with a random group of members each month, with no member being sent the survey more than three times a year.
  • Customers are then asked the likelihood that they would recommend the store, loyalty program or restaurant to their family and friends. They simply tap their rating on the 0 to 10 rating scale as shown below.
  • A free format field is also included to capture “verbatim” feedback if customers have something more detailed they’d like to share.
  • Once they respond, their reward is available immediately to use on their next visit to your store.

customer's journeyAn illustration of the customer’s journey responding to your NPS research.

Next Steps:

For anyone interested in exploring this concept further and how it has evolved, you can learn more from our friends in Bain and Company – the management consulting firm who first created and shared the concept for loyalty marketers around the world to benefit.

From our side, we’re encouraging every one of our loyalty program owners to ensure they’re measuring their NPS, so please reach out to us if you’d like help setting this up for you.

Net promoter system

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialising in the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Host of “Let’s Talk Loyalty” Podcast

With over twenty-five years marketing experience, I specialise in loyalty marketing articles and podcasts. In addition to working with Liquid Barcodes, my clients have included Telefonica O2 Priority, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group (UAE), as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards and proud host of the “Let’s Talk Loyalty” podcast – the industry’s first podcast for loyalty marketing professionals.


Blog post

Paying for Fuel With an App Is Convenient… Until It Isn’t

Paying for fuel using a stored payment method through your smartphone and the store’s app is an amazingly convenient concept. Drive up, link your phone and the pump, pick your payment method, and fuel up. In under 5 minutes, your fuel tank is full and you’re on your way and you never touched a payment […]

Blog post

For the Love of Convenience

This summer, my family took the proverbial summer road trip vacation. First, we drove from our home in Virginia up north to the great land of lobstah in wicked cool New England. After that, we drove from there down to the endless sandy beaches in the Outer Banks of North Carolina.     1,500 miles! […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Subscription Programs Are Economically Smart Investments

Monthly subscriptions to products and services are economically smart investments for retailers and customers With a recession looming and gas prices still at record-high levels, customers are tightening their grip on their wallets. But this doesn’t mean they’ll be turning their backs on convenience store purchases and there are ways you can weather the impending […]

Blog post

Converting Impulse Shoppers to Automatic Customers

Subscription programs for drinks and snacks encourage customers to change from impulse buyers to automatic customers   Customers stop at gas stations and convenience stores to buy fuel, for beverages and snacks and to use the bathroom, essentially in that order of priority. A NACS survey of gas-buying customers found that half went into the […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Sweet Tea and Coffee Subscription Beverage Programs Brew Recurring Revenue

As summer nears, consumers are turning their attention towards refreshing iced beverages and iced tea is a hot seller this time of year, especially when sold with a subscription beverage program. Sweet tea might be the quintessential drink of southerners in the U.S, but the rest of the country has developed a taste for the […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Blog post

Unlimited Car Washes!

Subscription programs for car washes are a hot trend in convenience retail.

Blog post

Car Wash Program Drives Sales for United Pacific

Car wash programs are revenue drivers for convenience stores and fueling stations around the globe. Making sure the process is convenient and cost-effective for customers increases traffic and drives in-store sales. Oftentimes, car wash units occupy a small corner of the lot and do not receive much attention. This is not the case for those […]

Blog post

Danish Railway Rewards Riders with DSB Plus

The Danish railway system, known as DSB, is going the distance to reward customers by partnering with convenience retailer 7-Eleven to deliver points towards food and coffee simply for riding the rails. Whether commuting or travelling longer distances, riders who join DSB Plus earn points whenever they travel within Denmark. DSB is an abbreviation for […]

Blog post

Subscriptions for the win!

Amazon Prime is, by nature, a subscription under the auspice of membership. Pay an annual fee, get 2-day shipping and exclusive deals. Amazon took it one level further with “Subscribe & Save” where you can get everyday – and not so everyday – items shipped to you on a regular schedule.  In the early days […]

Blog post

Customer Retention Program of Circle K Vietnam

As the first international convenience store brand to launch in Vietnam, Circle K has over a decade of expertise catering to the needs of the 96 million residents of this huge country, operating a network of over four hundred convenience stores each open 24 hours a day! So launching an outstanding customer retention program was […]

Blog post

Stinker Stores Named Best New Loyalty Program in the U.S.

        2021 Best New Loyalty Program  Stinker Stores’ new loyalty program offers multiple redemptions with a single scan and stands out with a gamification feature to keep customers engaged. This article is originally published on CStoreDecisions and written by Erin Del Conte | October 28, 2021 Stinker Stores, with 103 convenience stores across Idaho, […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes