Webinar on Customer Referral and Loyalty Programs

Introduction

• Focus on customer referral and loyalty programs in the industry.
• These programs bridge the gap between direct sales and traditional retail.
• Similarities with programs offered by retailers.

Loyalty Programs

Purpose

• Encourage best customers to return and purchase more.
• Focus on repeat sales and upselling.

Implementation by ByDesign

• Identify VIP customers using separate customer or rep types.
• Strategies to identify VIP customers:
  • Auto Ship Profile: Flag customers with an auto ship profile as VIPs.
  • Collections: Manually create collections of VIP customers.
  • Inventory Attribute: Use specific inventory items (e.g., VIP membership) to set VIP status.
  • Promotion Conditions: Set promotions that grant VIP status based on order conditions.

Tools for VIP Customers

• Price Rows: Set different pricing for VIPs.
• Promotions: Exclusive promotions for VIPs like free shipping.
• Upgrade Flow: Configure what VIPs can purchase, sell, or sponsor.
• Communications: Different automated communications for VIPs.

Customer Tools

• Credit Ledger: Show available credits, their source, and expiration to customers.
• Upgrade Button: Easy upgrade option to become a VIP or brand partner.

Rep Tools

• Customer Groups: Enable reps to see VIP vs. retail customers.
• Customer Manager Report: Additional columns for credits and referrals.

Referral Programs

Purpose

• Acquire new customers by encouraging existing ones to share your brand.

Capture Referrals

• Self-identification: New customers enter referrer's details when creating an account.
• Share Cart Link: Existing customers share a referral link tied to their account.

Rewarding Referrals

• Promotions Engine: Reward customers based on number of referrals or when referred customers place orders.
• Customer Tools: Show referred customers and credit status.
• Rep Tools: Customer Manager Report to track referrals.

Case Studies

Bravenly Global

• Offers VIP, Affiliate, and Brand Partner programs.
• VIP Program:
  • Uses inventory attribute for VIP status.
  • Offers discounts, product rewards, and referral credits.
  • Uses price rows and promotions for initial and ongoing discounts.
  • 10% back in product credits for purchases.

Pure Haven

• Program Objectives: Drive repeat purchases, large order sizes, new customers, and auto ship.
• Referral Rewards:
  • Uses promotion engine for referred and referring customer benefits.
  • Offers discounts and free shipping to new customers; credits to existing customers.
• Loyalty Rewards:
  • 10% back in product credits.
  • Exclusive items for members.

Conclusion

• Encourages use of ByDesign tools for maximizing customer and rep engagement.
• Contact information for further queries.