Carl’s Jr. has introduced a new loyalty program, and in it are a few simple lessons you can use to improve your club immediately.
1) While you can find the loyalty club through the main page of their web site, it has it’s own url www.burgerslayer.com. This helps the customer find it much easier, as they don’t have to sort through dozens of competing messages on the Carl’s Jr. home page and makes the club easier to promote. Instead of directing customers to their home page, then click on ______, it’s a simple message: Go to BurgerSlayer.com. Lesson: Consider registering a separate url for your loyalty club, and redirect that site to your loyalty login page.
2) The club has attitude, just like the restaurant Big, bold graphics with easy to navigate icons take me though the site. All text and graphics are presented in the same “voice” as would expect from their marketing messages. Lesson: Who is responsible for writing content, offers, surveys, etc. in your loyalty club? Do you realize that every message you send impacts your brand-positively or negatively?
3) They award points whether I want them or not. The points accumulate as I participate, and they’ve made it just a click away from being able to redeem my points for benefits. Lesson: Accumulating points should be easy, fun and not require me to spend too much time looking for ways to do it. Present your point accumulation incentives accordingly.
4) The rewards are well presented, but aren’t huge. The more points I accumulate, the better the offers, but I can purchase items like desktop wallpaper or coupons off a burger with just a few points. Easy, and lures me deeper into the relationship. Lesson: It doesn’t require a large prize to engage the audience. Little things mean a lot, particularly in attracting more participation toward the larger items later.
5) They drop “Bread Crumbs” to lure me deeper into their community. Most every activity has a link to a related activity, increasing the chances of extending participation. Lesson: Think through each element created in your club, and match those elements to other content to increase the likelihood of more clicks, more activity, more response, more time spent with your brand…and more loyalty.
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