Mistakes that kill a loyalty programme

The mistakes we see most, and how to avoid them.

A prize too far away: If the first prize takes two months, most people forget. Let a normal customer reach it in two to four weeks.
Nobody asks: The biggest reason programmes fail: staff never mention the card. One question before the total changes everything.
A discount instead of a prize: «20% off» costs more the bigger the bill, and nobody remembers it. «Your coffee is on us» everyone remembers.
Changing the rules every month: A programme that keeps changing is one nobody trusts. Change it once a year at most, and tell customers first.
A harsh expiry: Stamps that expire after a month feel like you took something. A year, or no expiry, is better.
Cashback above your margin: Competing with a rate you cannot afford means selling at a loss to your best customers.
A prize that disappears: A seasonal item, or one you took off the menu, as the prize leaves those who collected for it feeling cheated.

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