A well thought-out loyalty programme helps companies to create sustainable customer loyalty. The use of apps in particular offers a wide range of opportunities to actively involve customers, incentivise them and thus noticeably increase engagement. This article looks at how modern loyalty programmes use apps to strengthen genuine loyalty and which practical applications have proven their worth in various industries.
The role of apps in the loyalty programme
Today, apps are a central component of many loyalty programmes. They make it possible to reach customers directly on their preferred channel and simplify their interactions with the brand. Users can use an app to collect points, redeem rewards or receive personalised offers - anytime and anywhere.
One example is the Marriott Bonvoy hotel bonus programme, which makes points available via its app not only for overnight stays, but also for rental cars and flights. The app also offers the option of sharing points with friends - an incentive to organically expand the customer base[1]. Walgreens' loyalty programme works in a similar way, using the mobile app not only to manage coupons and prescriptions, but also to offer live video chats with doctors, which significantly increases customer loyalty[3].
Companies such as Rewe and Lidl also rely on apps that combine a variety of functions in the food retail sector: Collect bonus points, redeem discounts and retrieve digital receipts. Studies show that 70 per cent of German consumers are active users of such loyalty apps, as they particularly appreciate the financial benefits and ease of use[9].
Customer experiences and motivation through gamification
Modern loyalty programmes with apps often rely on gamification, i.e. playful elements, to actively motivate customers. Leaderboards, challenges or virtual badges make using the programme more attractive.
A good example is The Honest Kitchen, a pet food brand that emotionally engages customers by sharing stories about their pets and relating to shared values. Members collect points via the app not only for purchases, but also for active participation in the community[2]. Fitness chains such as Trainmore and BodyResults also use rewards for visits and sporting achievements to motivate their members[7].
Such playful incentives bring the loyalty programme to life and anchor it more firmly in the everyday lives of customers. At the same time, valuable data is generated that enables better personalisation and thus provides further impetus.
Innovative technologies for a unique loyalty programme
Virtual reality (VR) and augmented reality (AR) are increasingly being integrated into loyalty programme apps to offer customers an immersive experience. This sets a programme apart from the competition and creates lasting impressions.
In this way, companies can deepen the connection to their brand through virtual worlds of experience. Challenges and rewards become more tangible and emotionally anchored[6]. Virtual reality not only stimulates the playful aspect, but also promotes enthusiasm and brand loyalty at the same time.
Practical examples of successful loyalty programmes
Many companies combine different approaches to strengthen customer loyalty. These range from simple points systems to subscription models with exclusive benefits.
Zalando Plus offers a paid loyalty programme where members receive free premium shipping and priority customer service - a significant incentive to attract repeat customers[5].
Amazon Prime is an example of a loyalty programme that does not use points, but relies on a subscription model that bundles a variety of benefits such as free shipping, great streaming offers and exclusive deals[4].
BEST PRACTICE with one customer (name hidden due to NDA contract) The loyalty programme was implemented using a specially developed app that offers personalised promotions in addition to collecting points. Customers received regular impulses via push notifications, which led to a significant increase in the repurchase rate. The integration of gamification elements such as leaderboards also motivated users to remain active.
What companies should look out for during implementation
A loyalty programme should be geared towards the needs of the target group and offer real added value. The application must be intuitive to use and contain exciting incentives to arouse lasting interest.
It is advisable to use a variety of rewards to ensure that different user segments are addressed - from discounts and exclusive content to emotional experiences. In addition, transparent data protection is essential, as many consumers have concerns when using apps[9].
iROI-Coaching provides companies with expert support in the development and optimisation of loyalty programmes. Projects benefit from strategic consulting through to the implementation of innovative app solutions.
My analysis
A loyalty programme can support genuine customer loyalty and significantly improve the customer experience through the targeted use of apps. The ability to simplify interactions and make them attractive through gamification or innovative technologies offers companies numerous opportunities. In the long term, this promotes sustainable customer loyalty and strengthens brand value.
Companies that design their programmes flexibly and individually also take their customers' wishes into account and remain competitive. The combination of user-friendliness, diverse reward formats and emotional loyalty elements makes all the difference.
Further links from the text above:
Loyalty programmes: How it works, examples and tips
The best loyalty programmes: Tips and 11 examples
The 20 retail brands with the best loyalty programmes
6 examples of loyalty programmes for customer retention
Customer loyalty programmes: 20 examples & ideas!
The future of customer loyalty - How a loyalty programme app makes the difference
7 examples of successful bonus programmes
7 powerful loyalty programmes for customer retention in e-commerce
Customer loyalty: Seven out of ten Germans use loyalty apps in retail
What do good customer loyalty programmes do? Examples
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