Launching a loyalty program is an exciting milestone for any business. So much preparation and work finally came to fruition. But what happens after the initial launch? Should loyalty programs just be left alone? The short answer is no. While some brands tend to have a “if it ain’t broke, don’t fix it” mentality, it’s not exactly a winning philosophy when it comes to loyalty programs. In fact, it can often lead to stagnation and disengagement. In today’s article, we’ll show you 7 practical steps to keeping a loyalty program fresh and your loyalty members fully tuned in!
On a similar note, we have also recently created an in-depth Replatforming Playbook to help you recognize 10 tell-tale signs that your loyalty program is becoming outdated. Make sure to check it out!
1. Adopt a Phased Approach to Features
One common mistake is launching a loyalty program with all the bells and whistles from day one. While it’s tempting to unveil every feature and gamification element at the start, this can lead to two major issues:
- Overwhelm for customers: Too many options or features can overwhelm participants and dilute the program’s effectiveness.
- No room for evolution: Without new elements to introduce over time, the program risks becoming monotonous.
Instead, consider starting with a simple, core offering and gradually adding new features. For example, begin with basic point earning and redemption, then—to keep your loyalty program fresh—introduce tiers, gamification, or experiential rewards in subsequent phases. This approach keeps customers curious and engaged as they anticipate what’s coming next.
Developing and expanding your concept based on customer needs helps create a genuinely strong loyalty program fully aligned with their expectations.
2. Analyze and Adapt Based on Data
Your loyalty program’s longevity depends on its ability to adapt to customer preferences, especially in the digital era. Keeping a loyalty program fresh includes not only keeping up with the latest industry trends—a.k.a. exploring our Global Customer Loyalty Report—but also regularly reviewing program data. This step helps you identify specific patterns regarding your customers’ behavior and areas for improvement.
- Redemption rates: Are customers actively using their points?
- Engagement levels: Are customers participating in challenges, tiers, or gamified elements?
- Feedback: What are customers saying about the program?
Using this data, you can make informed and practical decisions, effectively keeping your loyalty program fresh. For example, if a reward isn’t popular, replace it with something more appealing. If a particular feature is underutilized, consider rebranding or simplifying it.
3. Introduce Seasonal or Thematic Campaigns
Adding a layer of seasonality or thematic elements can breathe new life into your program. Create campaigns around holidays (like Black Friday), company milestones, or industry events.
For example:
- Offer bonus points for purchases during the holiday season
- Launch a limited-time challenge tied to a product launch
- Introduce exclusive rewards for a specific customer segment
These campaigns add a sense of urgency and excitement, encouraging customers to engage more frequently.
4. Leverage Gamification Wisely
Gamification can significantly enhance engagement, but it’s most effective when introduced thoughtfully and gradually. Whether it’s on your website, like in Yeo Valley Organic’s case, or in-app, as KFC UK&Ireland offers, it’s a safe bet to getting customers engaged and invested.
Consider adding elements like:
- Challenges and achievements: Reward customers for completing tasks, such as making purchases on consecutive days or referring a friend
- Prize Wheels: Foster the habit of spinning the wheel to promote further engagement with your members
- Mystery rewards: Offer surprise bonuses for reaching milestones or participating in events
By rolling out gamification features over time, you maintain customer interest and encourage long-term participation.
5. Refresh Rewards and Redemption Options
Stale rewards are a surefire way to lose customer interest. Whether it’s your regular rewards catalog or one created explicitly for Club members, regularly updating it with new and exciting options will help you engage and activate loyalty members.
Four ways to instantly refresh your catalog:
- Introducing Club rewards: Achievable only to club members, this might just turn into your new “most-wanted” item.
- Partnering with other brands: Collaborate with complementary businesses to offer exclusive rewards. (Matching industry: Travel and hospitality)
- Experiential rewards: Provide experiences like VIP events, travel packages, or personalized services. (Matching industry: Luxury fashion and Department Stores)
- Sustainability-focused options: Appeal to environmentally conscious customers with eco-friendly rewards. (Matching industry: Cosmetics and Beauty)
Offering diverse and evolving rewards ensures that there’s always something for everyone, plus it helps keep your loyalty program fresh.
6. Engage Customers and Front-Line Employees in Program Development
Your customers and staff members are the best source of inspiration for program improvements. With 65% of customers expecting brands to adapt to their needs, this step is absolutely crucial. Educating your in-store employees about your program is already a massive step in the right direction. But(!) also don’t forget about the valuable feedback they receive from customers first-hand. Make sure to incorporate it into your current and future strategy!
Asking customers for direct feedback is also a great—and very effective strategy. Here’s how to do it:
- Conducting surveys to gather feedback on existing features and potential new ones.
- Testing beta features with select customers before a full rollout.
- Creating a customer advisory board to co-create loyalty initiatives.
When customers feel heard and involved, their emotional connection to your brand deepens, enhancing loyalty. Being part of a customer advisory board can also be considered a reward for selected members or higher-tier members.
7. Communicate Changes Effectively
Introducing new features or updates is only effective if customers are aware of them. In case you have a brick-and-mortar location, make sure to properly advertise your program and the updates you are making throughout the store/hotel building (info boards, banners, cashier stations, etc).
Don’t forget about digital messaging, either! Use multiple communication channels to announce changes, such as:
- Email newsletters
- In-app notifications
- Social media posts
Highlight the benefits of the updates and provide clear instructions on engaging with the new features. This way, your customers are also very much aware of the care and effort you put in to keep them happy, and your loyalty program fresh.
The Key to Longterm Success
A loyalty program should never be static. To keep customers excited and engaged, it’s essential to approach your program as a living, evolving aspect of your business strategy. By gradually introducing new elements, analyzing data, and involving customers in the process, you can ensure your program remains fresh, dynamic, and ultimately successful.
Keep in touch with loyalty experts and providers who are well aware of current and upcoming trends, and check out our extensive portfolio of industry guides for some pro tips!
Ready to launch or revamp your loyalty program? Get in touch with our experts: Book a demo or send us your loyalty program RFP.
Keeping your loyalty program fresh means recognizing the signs that it might be outdated. Download our user-friendly Replatforming Playbook and learn more about how to tell when it’s time for a redo:
Sara is a Customer Success leader with a proven track record in driving customer retention and advocacy. With over six years of experience, she blends creativity and strategy to implement scalable programs. Known for her human-first approach, Sara excels at fostering authentic relationships and creating innovative solutions. A passionate advocate for collaboration, she believes in empowering teams and customers alike to achieve mutual growth and success.
