Good behaviour in a commercial setting is getting your clientele to come to you over your competitors, traditionally done through discounts, specials offers and the like. It’s introduction to loyalty building. Just give them something to come back for, and they will.
In the gaming industry, this member rewards system is as old as the meat raffle, and still largely as outdated. When everyone is offering the same discount at the Bistro, the playing field is levelled again. By and large, this is the result of “rewards” offered in the form of walk-out-the-door prizes being touted as a loyalty system.
The difference between a prize and a loyalty system is that a prize leaves your hands the moment your member walks out the door with it. A loyalty system on the other hand, offers your members a reward incentive that will make them walk back in.
At this point, someone usually raises their hand, and shouts, “We’ve already got a tiered loyalty program structure, so we’re ticking all the boxes!”
Well done, you.
Yes, a tiered loyalty structure is a great tool to use, but what are the end rewards for your members? Our money says prizes.
If you are handing out meat trays, petrol vouchers, gift cards, and prepaid monetary giftcards, and even cash, then you are still giving away prizes.