Development of consumer loyalty

Various systems of development of consumer loyalty

There exist many systems of development of consumer loyalty, resting either on charts, or virtual, in particular on Internet. They were developed by the large companies, the loan societies credit to consumption, the large ensigns commercial, the specialized companies or by small shops. New technologies put from now on the programs of development of consumer loyalty at the range of all, of the small shopkeeper to the large sign. They simplify the life of the trade while offering a pallet of possibilities quasi unlimited to the service of the relation-customer. They aim all at rewarding the faithful consumer, who is more profitable than the episodical consumer. The reward can take many forms: rebates, gifts, points which accumulate during each consumption and give right gifts, air miles giving right free plane tickets, money or Cash back.

Programs of signs

They are diffused by a sign or a company, of sufficient size, and make it possible to reward the consumer with each purchase: let us quote Flying Blue of KLM Air France, one of the most known programs, or Mouvango, which gather Accor and the Total tanker. Nevertheless, the discount card is not enough to develop relational marketing.

One must also quote, among the mono approaches teaches, the program Membership Rewards of American Express which is famous being one of most interesting in terms of rewards. Each Euro spent with the chart gives right a point which can be preserved at life. There the force of American Express is which also has a chart emitted jointly with Air France (charts Air France KLM - American Express Silver and Gold). The points Membership Rewards can be exchanged against Miles Flying Blue KLM Air France.

The programs multi signs

Several signs join to cover a broader basket of consumption: daily purchases (food), regular purchases (mode, services) and exceptional purchases (electric household appliances, consumer electronics). Let us quote the alliance of development of consumer loyalty which uses a " currency commune" Miles (as the air programs use the Miles) and which gathers the ensigns of the Group Casino (Supermarkets, Géant, Cafétéria), Shell, Galeries Lafayette, Monoprix, the SNCF - mid 2005 - and Savings banks - mid 2006-. This alliance, in which each partner develops his personal program of development of consumer loyalty (political of reward, animations customers,…) is most important in France with more than 15 million members; it rewards them on more than 70% of their budget of everyday consumption!

Like programs multi signs, one can also quote: the program of Fideleco® development of consumer loyalty, which federates around a single chart the independent trade whatever their branch of industry and their size.

The main advantage of the programs multi signs is to allow the faster accumulation of points or Miles and to thus offer more important rewards to the consumers. With Miles, a consumer can be rewarded the every day. In addition, the paradigm of a program of development of consumer loyalty multi partners is also, for a given partner, to be a formidable tool of conquest of new customers because each partner can attract at his place the customers of the others. The Canadian equivalent is the program Air Miles.

Complexity is in the difficulty in making converge the strategic visions of different companies.

New approach of programs multi signs:

New forms of programs multi signs made their appearance on the market and gather trade on a given geographical sector: a center town or a shopping mall.

Independent programs

The development of Internet allowed the emergence of new programs rewarding the purchasers on line. Certain programs such Maximiles reproduce the existing systems in the traditional stores, and allot points to each purchase. These points are exchangeable against gifts chosen in a catalog. Other programs allot euros to each purchase. This tangible form of reward meets a great success near the Net surfers, who seek on Internet an advantage of price. These programs of remuneration are also found under name Cash back, because the Net surfer who is registered with this program sees refunded a percentage of the amount spent.

Certain sites gather several signs among most active on Internet. In the majority of the cases, the site in question negotiated with each partner a percentage of handing-over which will be transferred with the Net surfer, the famous Cash back. The consumer who is registered on one of these sites thus collects euros at the time of each purchase at one of the signs partners. Starting from a certain cumulated amount, these euros are then sent by check or are transfered on the personal bank account of the member according to the case.

Programs of credit banks or loan societies

The financial institutions have a whole a program of development of consumer loyalty, which offers to their members advantages on the finance departments, reduced contributions, points given to the use of a purchasing card, or advantages in selected signs. Let us quote Jazz, General society, or TLJ of the Agricultural credit, Cinepop of the Banque Populaires,

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