Element of easy unpredictability and expectations of a pleasant surprise can form a stronger connection with your clients and to warm up interest in further interaction, addressing the unconscious human desire - curiosity.

Unexpected promotions can cause an emotional rise, which buyers will want to experience again and again. This explains the effectiveness of the strategy in which elements of unpredictability are embedded in the user experience - surprises cause "addictive" from your customers.

In this article we will analyze more, why it is worth using human curiosity and pay attention to how to surprise your customers when creating and developing loyalty programs.

The article is based on materials: The Element of Surprise and Delight In Loyalty Programs

How surprise and delight clients will affect your business?

We simulate the situation. Imagine that you pass by your favorite store. Suppose this is a shoe store that you have been buying for several years - I myself have been perfect for you. Suddenly you get a push-notification of the following content: "In honor of your birthday, we have prepared a festive surprise for you!" That would probably intrigue you and would pay attention, isn't it? Most likely, your customers would feel the same.

If you can surprise your customers, you can strengthen the connection with them and feel an increase in the frequency of purchases and involvement. Thanks to this strategy, buyers will not only be inclined to repeat purchases in the hope of getting more privileges in the loyalty program, but also to think more often and remember your brand or product when the right moment is introduced.

The formation of such situational special proposals is not unrecognized with the strengthening of personalization in loyalty programs, since for highly targeted surprises, it is necessary to carefully examine the history of interaction with the client. According to the McKinsey study, 83% of customers expect personalized maintenance from their favorite brand. To maximize the effectiveness of your loyalty program, determine which remuneration combinations are best working for individual customer groups. In this case, you need to pay special attention to the segmentation of your customer base.

We at MasterData have many years of experience in automation and personalization of marketing, as well as optimizing loyalty programs based on SAP solutions. Due to the accumulated examination, we have created your own application to manage loyalty programs and promo - MasterData Loyalty Management, which passed SAP authorization and is aimed at improving the efficiency of one-digital trading. Read more about the solution can be found here. Among our customers, the business results of which many times increased by the work of the MasterData team, the network of online stores in Lokonos, the largest Russian retailer of electronics and household appliances Group of Companies M.Video - Eldorado, Globus hypermarket network and other companies.

Let's return to an emotional aspect in loyalty programs. Another additional effect of pleasantly surprised customers is to increase the likelihood that people will share their experience with friends and family or social networks. Such a sarafined radio helps to create a predisposition from potential customers even before the start of interaction with your product or brand.

6 ways to keep customers using your loyalty program

All people tend to somehow recognize and emphasize their individuality, but they do it in different ways. Surprise and delight can be used to play on this desire. Getting an unexpected gift from the brand can not only improve the customer's mood, but also to turn it into a long-term loyal brand defender, that is, Ambassadora.

1. Visor on your sleeve - Customer's birthday gifts or company birthday

Knowing the birthdays of your customers from the data collected using the loyalty program, you can not carefully surprise them in the right and special day. If you do not have any information about the date of birth of customers in the database, surprise them in honor of your company's birthday. Enrich personal experience, giving customers something special and selected in accordance with their preferences. For example, provide participants to the loyalty program additional discounts depending on how many years have been fulfilled, or offer additional points multiplied by their age. Forcing customers to guess and do not tell them what their gift will be, until the last moment. Thoughtful techniques like this will make customers feel that they are appreciated, and will increase their long-term attachment to the brand.

2. Clean your customers by surprise - random awards

Offer loyalty program to random awards that can be anywhere - from free desserts and sweets to concert tickets. It can also be an excellent way to create custom content (User-Generated Content) for your brand, as the participants want to share their impressions from a pleasant surprise with others. Think also to imperceptibly add a trial version of the product in customer orders. Such testers have an additional advantage, as they give customers the opportunity to try what they have not yet tried, and if they like it, they can even purchase a full-size product later. Try to pick up a surprise gift with the maximum compliance of your client's profile.

3. Get Surprise Playing - Fortune Wheel Mechanics and Gymification

Gamification is a great way to attract customers. Enrich your loyalty program using a prize wheel mechanics that the game participants can rotate to get awards. The fortune wheel randomizes the experience of receiving a gift and thereby gives him a special attraction due to the unknown. It is also an excellent way to attract new customers or re-interest old customers who have been inactive for a long time. Adding a section on the marking of the wheel in which customers can win an unknown prize, further increases the wait and warms interest.

4. Small gestures are of great importance - "random" free shipping days

Who will refuse not to pay for the delivery of their orders? Invite the premium participants of the loyalty program free shipping for a limited time. Notify them by email and other personal communications channels and watch how the number of participants and purchases is growing rapidly during the action. Limiting the offer with certain levels of your loyalty program, you can ensure that it will still be an exclusive preference for your most loyal customers.

5. Recognized and detected! - Beacon-beacon technology

Use Beacon technology to surprise and encourage participants in the loyalty program when they are in close proximity to one of your stores. Beacon beacons are miniature beacons that are associated with buyers telephones within a radius of up to 50 meters. Geolocation beacons interact with mobile devices using Bluetooth Low Energy (BLE) technology.

Invite your customers for free coffee or free express makeup. As soon as they are in your store, they can with the same success acquire one or two products. You can even attract their attention to further special daily deals and updates of the loyalty program using notifications. This strategy not only helps to increase customer retention indicators, but also potentially can contribute to the dissemination of information on the srangian radio, helping you also acquire new customers.

6. Contrast shower - promoting each participant of the loyalty program

If you do not want to limit the emotions of surprise and pleasure from your customers with certain levels of loyalty program and prefer to reward each participant, ask the participants to fill the survey in exchange for a surprise. This strategy does not require any additional costs on your part, since you would still remove the remuneration, but it gives you the opportunity to collect valuable data on customers, which can later be used for segmentation and personalization.

Conclusion

We disassembled 6 ways to how you can enrich and diversify your loyalty program through the use of the game on the effects of surprise and surprise. These tips will help you strengthen the connection with the already existing customers and conquer the heart of the new members of the loyalty program. Remember, surprises and gifts love everything, it is precisely this somewhere in the depths of the soul waiting for your customers from you. Go to them towards them, give them joy, and in response they will be long and devoted to maintain relationships together in you.

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