The Convenience Retail Loyalty Playbook – Chapter 1: Introduction

Paula Thomas, Chief Content Officer, Liquid Barcodes


This video is an introduction to our Convenience Retail Loyalty Playbook, including all of our advice and expert for a convenience retail loyalty programme that your customers will love. In each chapter, we will walk you through the details of how to design every step of your connection cycle for your customers. 

Interested in reading more? Check out the loyalty playbook’s chapters below: 

Chapter 1: Introduction 
Chapter 2: Customer Connection Cycle 
Chapter 3: How to Wow (Part 1 & Part 2
Chapter 8: Rewarding With Stamps 
Chapter 4: Recruiting Members 
Chapter 9: Rewarding With Points
Chapter 5: Engaging Your Members 
Chapter 10: Success with Subscriptions 
Chapter 6: Powerful Promotions 
Chapter 11: How to Effectively Analyse Your Loyalty Program
Chapter 7: In-Store Excellence 
Chapter 12: Operating Your Loyalty Program Successfully 

We love to share our knowledge! Explore the full Convenience Retail Loyalty Playbook by downloading it here 

Your Steps to Success

Marketers around the world are continually taking stock and re-looking at their loyalty programmes to ensure they are primed for the future.

With that in mind, we in Liquid Barcodes want to ensure that every one of our clients is equipped with a powerful “Playbook for Success”, which is designed to support you with a clear understanding of loyalty best practise principles as well as the operational priorities needed to run a programme that truly captivates your customers.

This book is the result of the key strategic insights gathered from the Liquid Barcodes leadership team – industry professionals who have built some of the world’s most innovative loyalty programmes in convenience retail. Their learnings are now combined for the first time with practical insights from our customer excellence team that supports your programme operations every day, in every country, and in every language our clients need.

We are proud that Liquid Barcodes loyalty marketing technology remains the only loyalty technology platform exclusively built to create captivating loyalty programmes for convenience retailers and their customers, and we are excited to explain how our “customer connection cycle” framework can be applied to your business to help you achieve exceptional results.

In this article, we showcase our seven steps to success Recruit, Engage, Promote, In Store, Reward, Analyse and Operate, and throughout this book, we will discuss each one in detail, as well as a helpful checklist to implement each feature, step by step as your programme grows.

The Customer Connection Cycle 

1) Recruiting Your Members

Connecting with customers requires two essential elements – firstly, permission from your customers that their purchases can be tracked and secondly, those customers share their contact details in order to receive your marketing communications.

In this chapter, we will discuss how to recruit your customers as members using all of the channels available to you – in store, by advertising your programme (online or offline) or alternatively be leveraging our “referral” feature to build your programme by asking existing members to recruit new ones.

2) Engage

The most important aspect of your loyalty programme design should focus on how you plan to engage your members. The Liquid Barcodes live loyalty platform uses the principles of gamification at its core, supported by a sophisticated loyalty engine that manages points, prizes, coupons and communications, as well as surveys and sharing features. Even when some of your customers are already loyal to your store, we believe that your relationships can be continually enhanced, so our platform ensures you have a powerful toolbox to engage them.

3) Promote

No matter how you structure your loyalty programme, your customers can only join and engage with you when they become aware of your proposition and take action. From automated campaigns for your standard promotions, to more agile communications designed to ensure relevance all year round, this chapter will teach you how to promote your programme effectively and efficiently.

Recruit, Engage and Promote – the first three steps to loyalty in convenience retail

4) In Store

In practical terms, the decisions you take on how members identify themselves in your stores will impact how easy it is to connect your customers and your programme, and therefore it affects your customers willingness to engage. Your loyalty programme should remove friction rather than add any delay or inconvenience for members. This chapter will discuss the latest innovations that are delighting customers including the optimum ways you benefit when your programme and your point of sale systems are integrated effectively.

5) Reward

Your entire loyalty proposition will determine whether your members feel valued. This chapter will discuss our extensive portfolio of reward features, as well as key insights to help you maintain a balance between instant rewards such as a free coffee for joining, as well as rewards that take time to earn so members have to save their rewards points to claim something special.

The chapter also discusses the appeal of points, games and tier status as well as the explosion of programmes enjoying “extreme loyalty’ through the use of powerful subscription-based programmes which can offer your members unlimited benefits.

6) Analyse

Loyalty programme operators have access to an abundance of data, so this chapter discusses what KPI’s we recommend and how our Liquid Barcodes platform dashboard displays programme performance in real time.

We will also discuss advanced communications concepts such as A/B testing which you can use to capture useful insights and continually optimise your programme.

7) Operate 

This chapter discusses how to operate your programme efficiently, from the creation of your campaign templates in a useful library format, through to the design of personalised communications over the typical life cycle of a member.

We will explain which campaign elements can be automated and which are managed manually and why.

The goal of this chapter is to simplify the day to day operations of your programme, leaving your team free to create new and exciting concepts that your customers will love.

In closing, you can trust this playbook to become your handbook to success as you build, manage and optimise your relationships with your customers for years to come.


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 Loyalty Industry Podcaster

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. 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 host of the “Let’s Talk Loyalty” podcast.



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