Remember, you want your strategy to be strong enough to pull in the ‘swinging voters’ – the people who don’t really care where they buy from, or feel equally loyal to two or more outlets. There are a number of factors that determine the success or failure of any loyalty strategy … Offer: Success is reliant on how strong your offer is. For example, every 6th meal free, or every 6th haircut free will probably be strong enough to keep people coming back. On the other hand, 10% off your 10th purchase is probably not. It needs to be appealing enough for people to say ‘wow, that’s a good deal, I’ll remember that’. Satisfaction: People need to be happy with your service to begin with. If they were not satisfied with their first interaction with you, it’s unlikely they’ll come back any- way. It sounds obvious, but it’s a reminder to get the little things right before worrying about a loyalty campaign. Convenience: If people find it easy to keep the loyalty card handy, there is a better chance they will use it. If, for example, it’s too big to fit in their wallet, they’ll probably throw it away. ‘ Promotion & Exposure: If you treat your loyalty card like it’s nothing special, your customers will too. Ask them every time they buy, ‘do you have your loyalty card handy?’. Make sure that every person who comes in knows that it’s available, and is offered one