Chapter 4

Do loyalty cards create regulars, or just reward them?

Thẻ tích điểm có tạo ra khách quen thật không?

The chapter's question

Who is my loyalty programme rewarding?

Big idea

Points cards reward people who were already coming back; they rarely create new regulars.

In this chapter

  1. Part 4.1

    What's Worth Giving

    What does my reward cost me, and what is it worth to the customer?

  2. Part 4.2

    Simple Enough to Explain

    In how many seconds can my staff explain the programme?

  3. Part 4.3

    Bringing Them Back

    Through which channel do I contact customers again, and how often?

  4. Part 4.4

    Measure Visits, Not Signups

    How many extra visits does my programme actually produce?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Third Visit is free to read right here.

Read in Conan School

Chapters of The Third Visit

  1. 1.If I don't count return visits, is marketing working?
  2. 2.First visit: am I selling food, or a reason?
  3. 3.If nobody complains, is everyone happy?
  4. 4.Do loyalty cards create regulars, or just reward them?
  5. 5.Do regulars pay for food, or for being remembered?