Communities are small clubs within your loyalty program based on specific topics, interests, or values that are important to your customers. This approach allows you to strengthen the bond with them.
Communities are not stand-alone loyalty programs, but a complement to an existing framework, such as Earn & Burn. These additional spaces allow you to create new touch points with your customers, enriching and expanding the original framework for an even more engaging experience.
The goal of creating communities is to offer each customer segment an experience that goes beyond simple transactions, distinguishing your brand from the competition and strengthening the bond with customers.
Communities can be focused on a popular product, such as a game console, on a lifestyle or hobby, such as running or wellness, or on ethical values, such as sustainability.
Associating your brand with a sense of belonging allows you to attract customers with specific interests. Community membership can be free or based on access criteria, strengthening the connection with your audience and enhancing brand identity.
By targeting a smaller audience with common interests, you can get to know them better and offer targeted promotions that truly resonate with their needs and preferences.
From loyalty to engagement: why points programs are no longer enough, and what to do instead
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