Firmy kuszą klientów nagrodami w zamian za korzystanie z ich usług. W walce o lojalnych klientów coraz częściej korzystają z programów lojalnościowych. Czym one są programy lojalnościowe i dlaczego są tak popularne?
Programy lojalnościowe to specjalne działania promocyjne, których celem jest utrzymanie klienta i związanie go na dłuższy czas z firmą. Bardzo często program lojalnościowy mylony jest z promocją lojalnościową, która z reguły trwa krótko i nastawiona jest na szybki wzrost sprzedaży. Program lojalnościowy stosowany jest natomiast po to, aby często zahamować spadek sprzedaży. Choć oczywiście jego celem może być też zdobycie nowych klientów.
Jakie programy sprawdzają się w handlu, a jakie w gastronomii?
W sklepach najlepiej sprawdzają się programy uczestnictwa i kartygwarantujące zniżki. W gastronomii najczęściej stosuje się karty stałego klienta (wzbogacone o bonusy, np. deser gratis).
Kiedy warto wprowadzać program i jak długo powinien trwać?
Wtedy gdy rynek, na którym działa firma jest rynkiem nasyconym i dojrzałym, oferty niczym się od siebie (oprócz marki i ceny) nie różnią, a odbiorcy są zmęczeni reklamami i w związku z tym niewrażliwi na działania promocyjne związane z reklamą. Dobry program lojalnościowy nie powinien mieć wyznaczonego finału. Chyba, że rachunek ekonomiczny wyraźnie wskaże jego nieopłacalność (co się zdarza, szczególnie gdy źle skalkulujemy koszty programu lub jeśli życie nas czymś zaskoczy).
rozmawiała (aw)
Aneta Wieczorek jest związana z PROFIT system od 2006 roku. Dziennikarka miesięcznika Własny Biznes FRANCHISING oraz portalu Franchising.pl.
Jest absolwentką socjologii na wydziale ekonomiczno-socjologicznym Uniwersytetu Łódzkiego i stypendystką wydziału nauk społecznych i ekonomicznych University of Macedonia. Ukończyła również studium dziennikarskie i podyplomowe studium PR Uniwersytetu Warszawskiego i Polskiej Akademii Nauk.
Zaczynała jako reporter radia Eska i współpracownik Gazety Wyborczej, następnie pracowała jako dziennikarz Dziennika Łódzkiego w wydawnictwie Polskapresse, gdzie specjalizowała się w przygotowaniu artykułów informacyjnych i publicystyce. Współpracowała również z wydawnictwami branżowymi.
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=> [path] => ce7/f4d/t_o1.jpg [class] => image-jpeg [mime] => image/jpeg [title] => [img_width] => 1600 [img_height] => 1200 [itemserver_id] => 41655 ) [2] => Array ( [pid] => 172972 [country_item] => pl [description] => [path] => 3fd/921/t3.jpg [class] => image-jpeg [mime] => image/jpeg [title] => [img_width] => 1600 [img_height] => 1200 [itemserver_id] => 41658 ) [3] => Array ( [pid] => 172971 [country_item] => pl [description] => [path] => 868/68b/t_o.jpg [class] => image-jpeg [mime] => image/jpeg [title] => [img_width] => 1600 [img_height] => 1200 [itemserver_id] => 41657 ) ) ) ) ) )Lojalność w programie
24.10.2006
- rozmowa z Jolantą Tkaczyk z WSPiZ im. L. Koźmińskiego w Warszawie.
Young Engineers fit for a Prince
00:00
03:42
Firmy kuszą klientów nagrodami w zamian za korzystanie z ich usług. W walce o lojalnych klientów coraz częściej korzystają z programów lojalnościowych. Czym one są programy lojalnościowe i dlaczego są tak popularne?
Programy lojalnościowe to specjalne działania promocyjne, których celem jest utrzymanie klienta i związanie go na dłuższy czas z firmą. Bardzo często program lojalnościowy mylony jest z promocją lojalnościową, która z reguły trwa krótko i nastawiona jest na szybki wzrost sprzedaży. Program lojalnościowy stosowany jest natomiast po to, aby często zahamować spadek sprzedaży. Choć oczywiście jego celem może być też zdobycie nowych klientów.
Jakie programy sprawdzają się w handlu, a jakie w gastronomii?
W sklepach najlepiej sprawdzają się programy uczestnictwa i kartygwarantujące zniżki. W gastronomii najczęściej stosuje się karty stałego klienta (wzbogacone o bonusy, np. deser gratis).
Kiedy warto wprowadzać program i jak długo powinien trwać?
Wtedy gdy rynek, na którym działa firma jest rynkiem nasyconym i dojrzałym, oferty niczym się od siebie (oprócz marki i ceny) nie różnią, a odbiorcy są zmęczeni reklamami i w związku z tym niewrażliwi na działania promocyjne związane z reklamą. Dobry program lojalnościowy nie powinien mieć wyznaczonego finału. Chyba, że rachunek ekonomiczny wyraźnie wskaże jego nieopłacalność (co się zdarza, szczególnie gdy źle skalkulujemy koszty programu lub jeśli życie nas czymś zaskoczy).
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Own Business FRANCHISING No. 1/2025 (235)
What business will pay off in 2025
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