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Gestire un'azienda non è un compito facile, soprattutto quando si tratta di catturare gli sguardi di nuovi consumatori verso il vostro marchio. L'acquisizione di nuovi clienti è un'attività che richiede molto tempo e attenzione e che esaurisce completamente le vostre energie, rendendovi del tutto inefficienti nel concentrarvi su altre aree importanti della vostra attività.
For entrepreneurs attaining new business is essential and a big challenge too; but what if we tell you there are other options/techniques to expand your business in less time with few resources. It seems to be a good idea, doesn’t it? Well, the option/technique to this ‘solution’ is none other than customer loyalty programs. Existing customers generate more revenue as compared to new customers.
According to Deloitte’s retail survey, “Businesses with loyalty programs are 88% more profitable on an average as compared to their competitors who do not.” Converting a new customer into a repeat customer does not happen overnight. This is the reason why customer loyalty programs should be considered.
A customer loyalty program is a well-structured marketing strategy that a brand implements to get customers (associated with the program) to continue to use their products or services for added benefits in return.
Come costruire un programma di fidelizzazione dei clienti
A great loyalty program goes beyond points and discounts — it builds emotional connections, encourages engagement, and inspires repeat behavior. Here's how you can craft a loyalty program that stands out and delivers real value.
1. Start with a standout name
Your program’s name sets the tone. A strong name should feel exciting, spark curiosity, and make customers want to learn more. It’s not just about “rewards” — it’s about identity, exclusivity, and belonging.
Pro Tip: Test a few name ideas with your audience through polls or A/B testing before finalizing.
2. Tie it to a meaningful purpose
A loyalty program should feel authentic — not just a tactic to increase sales. Customers are more likely to join and stay engaged if the program connects to a deeper brand mission.
Make it about something bigger than transactions. Link your program to values like sustainability, empowerment, or personalization — depending on your brand’s ethos.
3. Reward more than just purchases
Customer loyalty isn’t built only at the checkout. Reward actions that reflect genuine engagement, such as:
- Referring a friend
- Sharing your product on social media
- Writing reviews
- Watching videos or completing product tutorials
These touchpoints reflect brand affinity and should be celebrated.
4. Offer reward variety
Not every customer values the same thing. Some may want discounts, while others prefer exclusive experiences, free subscriptions, or the chance to support a cause.
Offering options helps you connect with different customer motivations and makes your program more inclusive.
5. Assign real value to points
If you’re using a points system, make sure it’s clear what those points are worth. Transparency builds trust and gives customers a tangible goal to work toward.
Use visual tools like a rewards calculator or simple conversion rates (e.g., 100 points = ₹100) to simplify the math and reinforce value.
6. Incorporate non-monetary benefits based on shared values
Your most loyal customers likely share your values. Reflect those in your rewards.
This could include giving customers the option to:
- Convert points into donations
- Support social or environmental initiatives
- Participate in community-led projects
7. Promote enrollment everywhere
Don’t wait for customers to stumble upon your program. Actively promote it across:
- Product pages (e.g., “Earn 100 points with this purchase!”)
- Email campaigns
- I social media
- Checkout pop-ups
- In-app or on-site banners
8. Explore strategic partnerships
Collaborating with aligned brands can elevate your program’s appeal. It exposes your loyalty initiative to a wider audience while enhancing reward options.
For example, pair up with a fitness app, event platform, or eco-conscious brand to offer cross-benefits that appeal to both audiences.
9. Add a gamified twist
Gamification boosts engagement and gives users a sense of progress. Use badges, levels, leaderboards, or milestone unlocks to make loyalty feel like an achievement.
Make it fun, visual, and goal-oriented — so customers look forward to reaching the next level.
Examples of customer loyalty programs in India
Catturare l'attenzione dei "nuovi clienti" e cercare di convertirli in "clienti fedeli" è un compito noioso, lungo e costoso. Invece, il semplice passaparola sul vostro marchio può attirare nuovi clienti.
But how can this be done? How do you use positive reviews, eye-catchy tweets Instagram mentions and other social networking websites to boost the development of your business? It’s over here where the customer loyalty program proves to be useful.
Alcuni dei migliori esempi sono evidenziati di seguito:
1. Point-based programs
In base alla loro capacità di spesa, i clienti accumulano punti che possono riscattare per ottenere prodotti o servizi gratuiti. Il funzionamento si basa su un semplice principio: "spendere di più per guadagnare di più". Ogni volta che un cliente effettua un acquisto riceve una certa quantità di punti in base all'entità dell'acquisto.
Il sistema di punti deve essere semplice e facile da calcolare e comprendere per i clienti. Per esempio: 50 rupie = 1 punto.
Myntra's Insider program rewards customers with points for shopping, writing reviews, and engaging in promotional activities. These points can be redeemed for exclusive benefits, such as early access to sales and personalized styling sessions. The program is free to join, with eligibility based on shopping history.
2. Programma a livelli
Si tratta di un sistema di punti avanzato. Dopo aver raccolto un certo numero di punti, il cliente passa al livello successivo e riceve i vantaggi di quel livello. Più i clienti rimangono fedeli al vostro marchio, più aumentano le opportunità di ricompensa. Questo programma è utilizzato nell'e-commerce e soprattutto nel settore dei viaggi.
Shoppers Stop's First Citizen Club offers a multi-tiered loyalty program where members progress through levels like Classic, Silver, Gold, and Black based on their shopping frequency and amount. Benefits include exclusive previews of new products, personalized shopping experiences, and priority services.
3. Paid program
Questo programma è semplice da capire: i clienti pagano una quota mensile o annuale per aderire, far parte e usufruire dei vantaggi del club dei membri VIP. Affinché il programma sia efficace, è necessaria una solida base di clienti.
Amazon Prime is a subscription-based program offering members benefits like free shipping, exclusive deals, and access to Prime Video and Music. As of 2024, Amazon offers various Prime membership plans based on duration, providing flexibility to customers.
4. The value-based program
Creare qualcosa di creativo e unico, anziché semplici punti, può far sì che il cliente si ricordi del proprio marchio. Il programma basato sui valori è adatto al settore dell'e-commerce. Se un programma di fidelizzazione è strutturato intorno ai valori del cliente, c'è un'alta possibilità che questo diventi un fedele del vostro marchio.
Tanishq's Golden Harvest program allows customers to save a fixed amount monthly over a set period, which can be redeemed for jewelry purchases. This program emphasizes value and savings for loyal customers, offering a special discount upon maturity.
5. The coalition program
Since loyalty programs are gaining importance; customers are looking for suppleness in rewards. Customer Loyalty programs can be created by partnering up with other businesses. This will let you build new relationships as well as give more prospects to customers.
Rakuten is one of America’s most popular cashback and loyalty platforms. Formerly known as Ebates, it allows customers to earn cashback rewards and points when they shop through its platform across thousands of partner retailers, both online and in-store.
Points earned at online stores
When shopping online at popular retailers like Macy’s, Walmart, Best Buy, or Sephora via Rakuten’s website or app, customers earn a percentage of their purchase amount back in the form of cashback. For example:
-Macy’s: Up to 10% cashback during promotions
-Nike: 6% cashback on eligible purchases
-Sephora: 4% cashback during regular seasons
In-store shopping
Rakuten also supports in-store cashback at select retailers. Members can link their credit or debit cards, shop in-store, and automatically earn cashback on qualifying purchases.
Bonus opportunities
Rakuten members can earn extra rewards by referring friends (e.g., $30 for each successful referral) or by taking part in seasonal promotions and special cashback events.
Rakuten’s cashback rewards are paid quarterly via PayPal or check, making it a convenient and rewarding loyalty program for everyday shoppers in the U.S.
6. Cash back program
Questi programmi sono facili da creare, da mantenere e da capire. La proposta è semplice da capire: "Si ottiene un certo importo a fronte di una spesa di X". Questi programmi vengono utilizzati per aumentare l'importo delle transazioni e ridurre i tassi di abbandono.
HDFC Bank's SmartBuy program offers customers cashback and rewards across sectors like travel, entertainment, and retail by partnering with brands like Amazon, BookMyShow, and Myntra. Customers can avail of up to 10% cashback on select categories.
7. Hybrid program
Questo programma è una combinazione di più tipi di programmi. Questo programma consente ai clienti di accumulare punti e di ottenere premi interessanti.
Tata Neu combines various Tata brands into a single platform, allowing customers to earn and redeem points across different services, from retail to hospitality, providing a hybrid loyalty experience. The NeuPass program integrates rewards from brands like Taj Hotels, BigBasket, and Croma.
8. Healthcare card loyalty program
L'assicurazione sanitaria copre solitamente le spese di ricovero. Per il resto delle esigenze mediche, come esami diagnostici, check-up, consultazioni mediche, ecc. queste spese devono essere sostenute dai clienti. D'altra parte, i prezzi continuano ad aumentare di tanto in tanto, il che non è di alcun aiuto.
Ciò lascia un divario tra i benefici offerti dall'assicuratore e le spese sanitarie sostenute dal cliente. Per colmare questo divario, le compagnie assicurative offrono carte sconto sanitarie, che sono un tipo di carta fedeltà. I clienti pagano una quota associativa e la compagnia assicurativa offre loro una carta che possono utilizzare per usufruire di sconti dal 30 al 35% sulle spese di ricovero ospedaliero e non, come check-up, esami diagnostici, farmaci ecc.
Apollo Pharmacy, a part of the Apollo Hospitals Group, offers a healthcare loyalty program through its Apollo 24|7 Circle membership. This program is aimed at encouraging customer retention and offering additional healthcare value.
Key Features of the Loyalty Program:
Free Doctor Consultations: Members get free or discounted online consultations with general physicians and specialists.
Exclusive Discounts: Up to 25% off on medicines and healthcare products purchased through Apollo Pharmacy and Apollo 24|7 app.
Priority Access: Faster appointments and reduced waiting time for diagnostics and health check-ups.
Reward Points: Earn points on every transaction, redeemable on future purchases.
Personal Health Records: Secure cloud storage for digital health records and prescriptions.
9. Stamp card and mobile app loyalty program
È un programma di fidelizzazione vecchio e ben noto. L'idea di base è quella di fornire ai clienti carte fedeltà che possono essere timbrate dal marchio quando acquistano determinati servizi e prodotti. La carta timbrata può essere utilizzata dal cliente come premio per usufruire di prodotti o servizi gratuiti dello stesso valore. I clienti possono ottenere punti anche effettuando un ordine tramite un'applicazione mobile.
Air India's Flying Returns program has been enhanced with a mobile app, allowing members to track points, book flights, and access exclusive offers, providing a seamless mobile loyalty experience. The revamped program offers a simplified structure and more customer-friendly features.
Build loyalty that grows with your brand
Customer loyalty programs have steadily gained traction across India in industries such as retail, travel, healthcare, telecom, and hospitality. However, while the presence of loyalty programs is widespread, their potential remains largely underutilized.
Many of these programs are still centered around basic mechanics like points, discounts, and vouchers. These models often lack emotional connection and personalized experiences that create long-term brand affinity.
The real challenge lies in bridging the gap between collecting customer data and transforming that data into meaningful, actionable insights. Without a structured approach and a well-organized database, most marketers are left struggling to measure impact or scale results effectively.
This is exactly where Loyalife transform the way you think about loyalty.
Loyalife is a complete loyalty innovation ecosystem designed for marketers who want to create more than just transactional relationships. You can go beyond generic offers and start designing experiences that are personal, intelligent, and built around your customers' values and behaviors.
Whether you are launching your very first program or revamping an outdated one, Loyalife empowers you to:
- Build flexible and intuitive loyalty journeys.
- Segment and reward your audience based on real behavior and preferences.
- Integrate seamlessly with your existing customer platforms.
- Track, analyze, and optimize in real time without guesswork.
Loyalty is not about handing out rewards. It is about making your customers feel like they belong. It is about showing up consistently, knowing what matters to them, and proving your value at every stage of their journey.
👉 Explore how Loyalife can power your next generation of customer loyalty. Get started with a personalized demo today.