As we approach the halfway point of 2025, it’s a great time for businesses to reflect on their loyalty program’s performance so far. Mid-year audits allow brands to course-correct, maximise engagement, and set themselves up for success in the second half of the year. Here’s what to look at:
1. Review Your KPIs
First things first: Review your key performance indicators (KPIs). Have your loyalty efforts translated into increased customer retention, higher average order value, and more frequent visits? Track metrics like:
- Customer Retention Rate
- Redemption Rate of Rewards
- Loyalty Sign-Up Rate
- Spend per Visit
If any of these numbers are falling short, it might be time to tweak your program to align better with customer expectations.
2. Gather Customer Feedback
What better way to improve than by asking the people who matter most—your customers? Implement a feedback form to ask about their experience with your loyalty programme. Insights such as the perceived value of rewards, ease of use, and frequency of engagement can inform targeted improvements.
Tip: Segment the feedback by loyalty tier to identify areas for improvement across different customer groups.
3. Refresh Rewards and Offers
Sometimes, the same old rewards just don’t hit the mark anymore. Revisit your reward catalogue. Are customers excited about your current offerings? If not, consider refreshing them. Summer-exclusive rewards, limited edition products, or experiential rewards can reinvigorate interest.
Example: A coffee shop chain could introduce summer-themed rewards, such as a “Summer Iced Coffee” voucher or exclusive access to a new product, helping customers feel more connected to the brand.
4. Re-Engagement Campaigns
If some loyal customers have slipped through the cracks, a re-engagement campaign is a smart move. Send personalised offers to those who haven’t interacted with the program recently. A simple reminder of the value they’re missing, paired with an enticing offer, can bring them back into the fold.
Tip: Use loyalty data to personalise the re-engagement efforts, offering rewards based on past purchases or preferences.
5. Plan for Personalisation in H2
Looking ahead to the second half of the year, personalisation should be top of mind. Customers expect a more tailored experience, so make sure your loyalty program reflects this. Leverage customer data to provide personalised product recommendations, exclusive offers, and reward milestones.
The mid-year audit is an opportunity to revitalise your loyalty program with fresh insights, better rewards, and more personalised engagement. Take action now to ensure that your loyalty program is set to reach new heights for the rest of 2025.
