Never underestimate the value of a great first impression. In terms of loyalty, the first impression often lies within the rewards program’s name (and in its selection of rewards, but we’ve covered that in our rewards guide). Though you’ll have to choose the elements that are most important to your business, here are seven strategies to consider when choosing great loyalty program names, along with examples of companies that have used them.
1. Keep it Simple: Diamanti Per Tutti Diamond Club
The first strategy is to choose a straightforward, no-frills name. Selecting a name that is short and simple is a great way to make sure that your customers remember your loyalty program name and associate it with your core products.
Diamanti Per Tutti sells jewelry, so their Diamond Club has a straightforward, easy-to-remember name that tells customers their loyalty program is an exclusive group all about precious stones.
“Club”, “Circle” and “Rewards” are commonly used, straight-forward terms. Examples include Red Sox Rewards, Bergzeit Club and Kellogg’s Rewards. Though these aren’t excessively creative names, they are easy to remember, which is a valuable benefit.
If you’re selling one specific product or product category, including flagship products in loyalty program names is a great idea. You can see this approach taken often in food and beverage, jewelry, fashion, and sporting goods retail.
2. Stay On-Brand, Always: The North Face VIPeak
The North Face with their VIPeak loyalty program really caters to their audience, who often use their products in the great outdoors. By including the word “peak”, which is strongly associated with mountains, they’ve painted a picture that fits really well with their brand image. Plus, they deserve extra points for creativity since they combined two words into one.
Other honorable mentions using this strategy include 3Stripes, a loyalty program from Adidas in Asia, and the Books-a-Million Millionaire’s Club.
Brainstorm a list of words related to your products, including typical products features, the places your products are used, or even common characteristics about the people who use them.
3. Connect on Passion: Fresh Step Paw Points Rewards
It’s usually easy to spot an animal lover. Fresh Step is a cat litter brand that has chosen a clever, yet simple name, Paw Points. Not only is the name one that resonates with cat lovers, but their loyalty program also allows members to support an animal society that provides cat shelters with the resources they need to continue their work.
With a name that connects with their customers’ passion (cats), and a mission to help cats and their caretakers, they’ve really hit the mark.
If your brand is centered around a passion: a love of fashion, an obsession with sport, or a keen interest in investments, put it on full display in your loyalty program name.
4. Decide Between an Inclusive Community and an Exclusive Group: Love, Bonito’s LBCommunity+
Loyalty programs have long emphasized exclusivity by highlighting members-only privileges. However, we’ve seen a rise in loyalty program names that put a more inclusive twist on loyalty, saying “everyone’s welcome!” Love, Bonito’s program is one of them, LBCommunity+
Consider your brand values carefully before deciding on a rewards program name. If your brand has always emphasized community and inclusiveness, then it might not be in your best interest to use terminology that implies your loyalty program is only for the privileged few. However, if you’re in the world of luxury, highlighting exclusivity works wonders.
Every word in a loyalty program name is powerful. Phrases like “inner circle”, “insider”, and “VIP” evoke a sense of exclusivity and privilege, while words like “community”, “family”, and “tribe” deliver a more inclusive message.
5. Make It Aspirational: Go Far Rewards by Wells Fargo
The essence of a loyalty program is about getting more and going farther. Wells Fargo really got that message across when naming their program Go Far Rewards. As any good bank would know, their customers’ eyes are set firmly on the future and the name of their rewards program reflects that.
To get inspired by other loyalty programs run by financial institutions, visit our Comprehensive Guide.
Even if you don’t choose a loyalty program name that sounds aspirational, you should still use aspirational language throughout your membership site and promotional copy. In the end, rewards programs are all about the future.
6. Highlight Rewards: TK Maxx Treasure
If your loyalty strategy is going to be centered around an amazing selection of rewards, then highlight that. Give your loyalty program a name that implies members are going to score big!
Homesense and TK Maxx hit the nail on the head with their name, Treasure. This name, combined with their fun approach on the landing page, clearly implies delightful rewards.
Rewards and benefits drive any successful loyalty program. If that’s your program’s selling point, consider adding “gifts”, “rewards”, “perks” or “selection” to the name.
7. Get Creative: Erbert and Gerbert’s Sandwich Society
The final strategy on our list? The sky’s the limit! American sandwich shop franchise, Erbert and Gerbert’s, has an eye-catching name… and the words “points”, “rewards” or “club” aren’t anywhere in sight. Welcome to the Sandwich Society.
Though there is a lot to be said for keeping your loyalty program name simple. Food chains with loyal eaters, as well as brands with a cult following are sure to appreciate a bit of quirk.
There’s always a risk involved in getting very creative unless there is an ultra-clear link to your brand, so it’s always wise to ask a group of loyal customers for their opinions via survey or even get their feedback during a soft launch.
Great Loyalty Program Names Strike the Perfect Balance Between Memorable and Fun
Ideally, the name of your loyalty program will tell customers what you do, and illustrate the benefits of your program. Our best advice? Enjoy the creative process and don’t be afraid to ask for opinions.
Ready to take the next step and start designing a concept for your beautifully-named loyalty program? Leverage our enterprise-grade technology and expertise. Consider including us in your loyalty program RFP, or book a demo to witness our technology in action.
In the meantime, here’s a handy worksheet for designing a rewards system for your loyalty program.
Jessica is an expert on all topics related to customer loyalty, helping fashion and retail companies to learn more about their possibilities in CRM and customer retention, so they can launch successful loyalty programs. Fun fact: in her free time, she loves to dance, paint teddy bears, and learn Russian.
