Liquid Barcodes

Resources

Who Needs Points?

Paula Thomas, Chief Content Officer, Liquid Barcodes

04/25/2018

One of the biggest challenges for marketing managers tasked with driving footfall to stores is developing USP’s – unique selling points – that truly interest customers. This is particularly true in the convenience sector where proximity and value are often the only factors considered by customers anxious to refuel their cars and refresh themselves, but limited by time. A loyalty programme without clear benefits can easily be seen as an annoying distraction and delay at the till if staff (and your marketing communications) don’t clearly articulate reasons for joining and swiping.

While the ‘earn and burn’ points approach is well understood, our experience shows that particularly in the convenience sector with low average spend, customers are often not convinced that they will earn enough rewards to make membership worthwhile.

As loyalty marketers, our job is to develop compelling reasons for customers to join and scan to ensure the ‘effort to reward’ ratio stacks up for customers, with so many priorities competing for their attention.

We’ve previously discussed gamification and instant gratification as two highly effective solutions – beyond pure points – that we know drive engagement. A third highly effective strategy is developing marketing partnerships – a scalable and highly effective strategy between high profile and non-competing brands working together for mutual benefit. Customers of course enjoy exclusive rewards, offers and experiences as a result.

A telco example is Telefonica O2’s Priority Moments FREE coffee giveaway with Caffe Nero in the UK. As a truly generous campaign focused on ‘surprise and delight’, campaigns of this nature are reliant on a digital platform in order to limit reward coupons to one per customer and also ensure rewards codes can’t be used more than once – essential from a budgeting and fraud-prevention perspective.

App screenshots

Another UK example is Starbucks partnership with Benefit Cosmetics, which consisted of free coffees and mini makeovers in each other’s stores. With both brands targeting a similar demographic profile, it made sense for them to leverage their combined brand power to drive footfall and acquire new customers without the need for expensive media channels to communicate the partnership.

With proven results by big brands such as telcos and high street fashion retailers, I believe there is a real opportunity to develop a similarly truly effective partnership strategy in the convenience sector.

starbucks coffee

Key Success Factors:

  • Partnerships with existing relationships: All FMCG manufacturers have ongoing marketing needs and covet the direct connection with customers that convenience retailers with a digital programme can offer. Partnership campaigns can include free rewards (when no purchase is required) such as when new products are launched to drive trial (i.e. sampling) as well as digital delivery of discount coupons to incentivise purchase without the costs of direct mail.
  • Partnerships with complementary high street retailers: Cinema 2-4-1 offers have been hugely popular for many years (mainly in the banking sector) however more innovative partnership options in recent years include fashion brands, food delivery services such as Deliveroo, non-competing restaurants and even global travel or airline offers.

Marketing Managers recognise the value of direct access to a permission database and are open to giving exclusive and compelling offers in return for prominent brand positioning. This works particularly well for them as convenience retailers with a digital loyalty programme can promote them to their members as a closed user group with secure distribution of their digital codes. For the retailer, offer availability can be conditional on shopping or refilling fuel at least once a month, building habits and frequency – for mutual benefit.

One final benefit of a partnership strategy is the absence of a long-term points liability on the balance sheet. When reviewing loyalty programme ideas, many CFO’s are concerned about the need to accrue revenue from year to year to cover rewards. A ‘point-less’ programme approach has proven appeal and ability to scale.

So whether you’re adopting a full loyalty strategy, or want to replicate the Starbucks or O2 UK partnership concept, or if you simply want a fast-track campaign solution that avoids the need for data capture and consent, get in touch and we’ll be happy to help you with any of your loyalty or digital programme needs.

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialized for 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:

www.LiquidBarcodes.com

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant.

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, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 

—————————————————————————————–


Blog post

Everyone Wins With App Games

Games reward customers for visiting an app and encourage them to visit the store. Customers love to feel appreciated, they love a good deal and they especially love winning.  Customers are excited when they get a good discount or coupon. And, they truly feel like winners after playing and winning a game. It is easy […]

Blog post

Liquid Barcodes Connects With Convenience Industry Leaders in Texas

The Liquid Barcodes team networks and learns at 2023 NAG Conference in Austin, Texas. Last week, Liquid Barcodes attended and exhibited at the US convenience industry conference held by the National Advisory Group (NAG). Among those present from the Liquid Barcodes team were Saurabh Swarup, General Manager of North America and Jose Santiago, Head of […]

Blog post

5 Cs of Summer: Cold Coffee, Clean Cars & Convenience

Subscription programs are a great way to secure long-term customer loyalty and revenue. Whether you are providing a subscription for beverages or car washes, securing recurring monthly revenue is imperative to stay competitive.   Summer is around the corner and retail marketers are crafting sunny campaigns to increase customer traffic to the store. Help those […]

Blog post

Circle K Makes a Splash With Car Wash Subscription Program in Europe

Circle K has extended its highly successful car wash subscription program to Norway after successful implementations in the United States, Canada, Denmark, Sweden and Estonia. Circle K’s vast global network of car washes has digitally transformed operations with its revolutionary car wash subscription program. First launched in Denmark and the U.S. in 2020, the program […]

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

Sunshine Gasoline Introduces ACH-Only Mobile Payment for Fuel

Florida convenience retailer releases fuel payment app accepting only ACH payment, saving thousands in payment processing fees for the retailer. Sunshine Gasoline upgraded its Max Carwash App to Sunshine Brand featuring a special fuel pay program, powered by C-StorePay by Liquid Barcodes, which allows consumers to conveniently pay for fuel using the app. Customers simply […]

Blog post

2022: An Outstanding Year for Liquid Barcodes and Our Customers

In 2022, Liquid Barcodes witnessed a year of unprecedented growth with customers, products and team members. Every great business has an inspiring founding story and Liquid Barcodes’ 10-year journey is inspiring the future of loyalty. Beginning as a startup in Norway, the company opened its second office in the United States in early 2022 and […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Polish Retail Leader Żabka Launches Coffee Subscription Program

Polish retail giant, Żabka introduces a monthly coffee subscription program across its vast store network. With its new coffee subscription program, Żabka Polska will certainly dominate the beverage category in Poland’s unique convenience market. In July 2022, Dr. Adam Manikowski, Managing Director of Żabka Polska, was featured on the popular Global Convenience Store Focus video […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

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

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

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 […]

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