Fun for the Faithful

Want loyal customers? Ask if they can come out and play

Sweeps and contests are a great way to add excitement to loyalty programs — and educate consumers about your offerings in the process.

The promotions catch consumers' attention and then allow the brand to educate them about the details of the loyalty program. If the prize is interesting enough, members will even give up program points for the chance to play.

Under the Millers High Life Extras program, the Lucy Bicycle Multi-Sweepstakes was the most redeemed catalog item last summer. Members had a chance to win the bike by spending their loyalty points each week for an entry.

Overall, the program saw a dramatic number of points spent on the chance to win, burning nearly 20 times more points than if the bicycles were posted as a reward catalog item. Another perk? This was an effective engagement tactic, as 43% of members who entered the sweepstakes spent their points for the first time in this promotion.

“It's the flexibility that online offers for loyalty,” says Matt Kates, vice president of strategic services at ePrize, LLC, which ran the promotion.

Got an incentives tip to share? Contact Patricia Odell at patricia.odell@penton.com