Don’t forget sustainability when designing your brand’s customer loyalty program

So you’ve decided to set up a loyalty program for your brand – great idea! Studies show that 58.7% of internet users worldwide count loyalty programs as one of the most important aspects of a shopping experience so it really does pay to invest time and effort into creating a program that reflects and rewards your customers values and ethics.

Why sustainability?

Sustainability simply means a way of life, production and manufacturing that meets our needs but also supports the environment. Brands can actively promote sustainability through all manner of channels, from reducing packaging and using recycled materials where possible, to supporting charities through donations or volunteering.

It can’t be stressed enough how important a brand’s ethics are to today’s consumers – almost a third of consumers have said they have switched brands due to the belief that they are not doing enough to support sustainability. There is no doubt that a brand’s ethics are now key to customer retention so combining a loyalty program with your socially and environmentally conscious values is an ideal pairing.

How do you combine sustainability and loyalty?

There are all kinds of ways to make sustainability a key feature of your loyalty program and brands are constantly thinking of new ways to combine the two that will engage consumers. From extra loyalty stamps for bringing your own reusable cup to money off vouchers for donating clothes, this is an exciting opportunity to get creative with your marketing. If you’re not sure where to start, there are companies such as TCC Global who can help analyse your business and create a bespoke loyalty program that works for your brand whilst flagging your sustainability credentials, making sure that you boost sales whilst doing good – win win, right?

What results can be expected?

There are all kinds of benefits to emphasising sustainability in your loyalty program that may surprise you. You could see increased in-store visits by offering rewards for donating unwanted items. If you provide donation points in-store, you’re increasing the reasons for a customer to visit and increasing the chance of a sale – particularly if you hand out a voucher to spend in store while they’re there. You can also save material costs by offering incentives to return used packaging in store. You’ll be helping the environment, saving money and increasing foot traffic to your store all in one fell swoop. Increase your outreach and engagement by partnering with charities or other good causes and building your following by featuring in their own social media and marketing campaigns. To put it simply, you’ll be making a difference to the planet, boosting retention figures and feeling great in the process. There really is no downside.

In a world where it is ever increasingly important to have a positive impact on the environment and society, make sure your loyal customers can see the good that you do and help them to do good too. Both the customers and the planet will thank you for it.