A Simple Way to Promote Your Loyalty Program

It’s simple, but makes so much sense.

Moosejaw Mountaineering creatively advertises its rewards-points program by including a points-teaser right under the product pricing (“Earn 1999 Rewards Points” – the unusually large number sparks curiosity), with a link to its loyalty program details:

Rewards Points Calculator

Earn 1999 Rewards Points
+ 0 High Altitude Rewards Bonus Points
1999 Rewards Points!
that’s like $19.99 to spend at MoosejawRewards.com!!

Moosejaw Rewards

Moosejaw Rewards is free and you are automatically a part of it (emphasis mine). You earn 10% back in points on all regular priced items and 5% back in points on all discounted items. Use your points for gear and clothing at MoosejawRewards.com. Learn More…

I think this is done well for several reasons:

  • You never know which page will be a customer landing page – you can’t rely on your home page to promote your loyalty program.
  • Following the price, it’s in the customer’s eye path and more likely to get noticed than a shiny red button
  • When you open the pop-up to learn more, it has a compelling offer – 5-10% back on everything you buy.
  • “You are automatically a part of it” makes it sound easy and effortless to be involved, although later you find out you do need an account.
  • “Use your points for gear and clothing.” In this case, the reward items are the same kinds of products as the mother-store. They’re not branded keychains and coffee mugs.
  • If a customer is comparison shopping, this may win the sale over a competitor, all else equal.

When you click through to read more information, you get a straight-forward, plain English and humorous explanation of how the program works, including:

To earn points, you must sign up for an account online or at the Moosejaw shops and start shopping. There is absolutely no charge!!! Points are tracked by email address so hopefully you’re not afraid to provide your email address to us. We’ll email you points updates and special offers and you can opt out of email at any time without losing any points.

(There are a few retailers I find just inject personality into whatever they do. Moosejaw, Zappos, I Want One of Those and Backcountry instantly come to mind.)


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6 Responses to “A Simple Way to Promote Your Loyalty Program”

  1. I think that “you are already a part of it” bonus program is a fantastic idea. To many bonus programs are designed to be a pain in the hopes that a large percentage will never use these points.

    I really hope that more companies follow this model and it revolutionizes retail (off-line and on). This having been said, I hope Moosejaw Mountaineering reaps hefty rewards for being at the forefront of this movement.

  2. Anonymous says:

    Linda,

    If you like a site with “personality”, check out http://www.therootofthematter.ca. It must be the ugliest, most outdated site imaginable. But it’s great fun to look around and read the owner’s opinions. He even boasts about having won a “Worst Shopping Cart” award.

    Note: The owner claims he’ll be updating the site and cart very shortly, so I don’t know how much longer we’ll be able to enjoy the old site.

    M

  3. Looks like a well-conceived program. (I’d just be a little confused about the “+0 High Altitude Rewards Bonus Points” bit. What am I missing out on?)

    Many sites downplay their awards programs too much. An example is http://www.fendrihan.com. This site does in fact have a loyalty program, but can you find it anywhere?? (I only know about it because I’ve used the site and learned — after checking out — that I’d earned points.)

  4. @Anonymous

    Ha ha, I bet that site converts like crazy.

    @Michael Straker

    I think “+0 High Altitude Rewards Bonus Points” is a joke in true Moosejaw style.

  5. ja says:

    No, you can if you shop at MJ enough you can earn High Altitude status, and then you get even more rewards points per purchase. I used to have it, but then I stopped buying as much stuff so i didn’t get it the next year.

  6. Visual Merchandising and Store Design | VMSD.com. Design Galleries · Department stores · Electronics · Food retailing/supermarkets · Hospitality

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