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Loyalty News Recap, April 2023

Consumers have so many choices today at their fingertips and brands do everything in their power to engage them.

The best way you can achieve that is by offering consumers an attractive loyalty program.

When you have a popular, engaging loyalty program you can collect key member insights, tailor future interactions and create brand advocates.

A solid loyalty program can make you stand out from your competition.

From a loyalty perspective, in April: 

  • sweetgreen launched ‘Sweetpass,’ a new loyalty program
  • Madison Reed launched a new loyalty program
  • Carnival Cruise set to overhaul loyalty program
  • El Pollo Loco unveiled an enhanced loyalty program, app
  • TIKI launched a loyalty program

New Tiered Loyalty Program at sweetgreen

Officials at sweetgreen, the mission-driven restaurant brand serving healthy food at scale, launched its first loyalty program in two years called Sweetpass.

Right off the bat, the enticing ingredient about Sweetpass is it’s a two-tiered loyalty model, whereby customers can choose which membership level (traditional or premium loyalty) works best for them.

Sweetpass is sweetgreen’s free, or traditional, loyalty program that offers customers the ability to earn sweetgreen by opting into personalized “challenges” as well as access to new menu items and limited-edition merch drops that are exclusively available to sweetpass members.

Sweetpass+ is a $10 per month premium loyalty membership that rewards members with $3 off daily sweetgreen orders, priority sweetgreen support, delivery perks, premier access to merch drops and exclusive sweetgreen experiences. Sweetgreen ran a pilot for this program in January 2022 and it performed very well.

With sustainability in mind, Sweetpass+ members can redeem a Friends of Earth benefit, inviting them to help select a carbon reduction partner. At the end of the year, sweetgreen will consider these submissions when choosing an organization to donate to. Earlier this month, the brand released its first-ever Impact Report, showing progress towards reaching its carbon neutrality goal by 2027.

sweetgreen co-founder and CEO Jonathan Neman said: “This next phase of loyalty is an exciting result from years of testing, iterating and listening to our customers, leading to a personalized program that further enhances their sweetgreen experience.”

Madison Reed Unveiled a New Loyalty Program

Madison Reed, the prestige beauty brand that has revolutionized the hair color industry, launched an expanded series of membership and rewards programs, making it more convenient and affordable for customers to get gorgeous hair color, at home or at one of Madison Reed’s 80+ Hair Color Bars nationwide.

Madison Reed’s Limitless Membership program builds upon the brand’s current membership program by offering four expansive options and new rewards that meet customers’ hair color needs at home or in a Madison Reed Hair Color Bar.

According to a company release, here’s how the unique program works:

For those who color at home: 

  • Limitless Premier (FREE)
  • Members will earn 15% off every Color Kit on auto-delivery, $10 in rewards for every $200 spent and welcome and birthday gifts
  • Limitless Plus ($42 / Year for an Average Savings of $120 a Year)
  • Members will receive 15% off every Color Kit, $10 in rewards for every $150 spent, a birthday gift, free shipping on every order, 10% off all products and services and either one free roots service a year at a Hair Color Bar (up to $80 value) or one free full-size product

For those who color at a Hair Color Bar:

  • Limitless Pro (Starting at $40 / Every 4 Weeks)
    • Members will receive one roots service every 6 weeks, $10 for every $300 spent, 10% off all services and products, welcome and birthday gifts, early access to new products and flexibility to use membership at any Hair Color Bar
  • Limitless Pro+ (Starting at $65 / Every 4 Weeks)
    • Members will have access to unlimited roots services to color their roots as often as they’d like, receive $10 in rewards for every $300 spent, 20% off all services and 10% off all products, welcome and birthday gifts, early access to new products, flexibility to use membership at any Hair Color Bar and take color to go when they can’t make it in monthly.

Carnival Cruise Set to Overhaul Loyalty Program

While nothing has been released officially, Carnival Cruise Line brand ambassador John Heald strongly suggested that the company needs to overhaul its loyalty program.

Heald said that company officials plan to solicit feedback from guests.

“The whole loyalty program is being looked at by very smart people and while I have zero news to share on what will or will not happen I know that the program needs a massive refresh so we can do a better job in thanking people for their loyalty and to keep that loyalty alive,” he explained.

Carnival Cruise Line officials said one option would be to offer guests additional loyalty points for more frequent cruises, such as bonus points for cruising multiple times during a year.

El Pollo Loco Enhanced Its Loyalty Program

Speaking of overhauling a loyalty program, that’s exactly what El Pollo Loco did last month.

Company officials enhanced its Loco Rewards program and launched a streamlined app.

To coincide with National Burrito Day, El Pollo Loco offered deals and regards to its Familia of Loco Rewards members by selecting 30 customers to earn 1 million rewards points and achieve Pollo Millionaire status.

Gabe Alonzo, VP of Digital at El Pollo Loco, said: “The new app experience gives our new and existing members a better way to gain points and tier status, earn rewards, find out about deals and experience exclusive offers.”

Changes to the Loco Rewards program include a tiered points status system, which unlocks exclusive benefits, content and promotions. Loyalty members may access 12 new rewards at four-point thresholds that provide guests with free food, faster than ever before, and on their terms with points having a 365-day lifetime before expiration.

TIKI® Brand Launched New Loyalty Program

TIKI® Brand, a leader in outdoor torches, torch fuel and smokeless fire pits, launched a new loyalty program to provide an elevated customer experience.

TIKI Rewards program members receive exclusive discounts and extra opportunities to save on wood pellets, accessories and other TIKI Brand products. With TIKI’s reward program, members earn points for every dollar spent which goes toward their next outdoor upgrade.

Jessica Lindquist, Vice President, Consumer Marketing, at TIKI® said: “We know our consumers are always looking for design-forward ways to enhance their outdoor experience and we are thrilled to offer them even more options and opportunities to do so.”

Create and Sustain Your Customer Loyalty

It’s so important to listen to your customers and offer them enticing benefits in your loyalty program.

All these brands gave their customers what they wanted in a loyalty program to elevate member engagement.

If you listen to and understand your customers, you will be well on your way toward creating and sustaining customer loyalty.

Download our 2023 Customer Engagement Data Study and our 2023 Loyalty Amplifiers Data Study.

ebbo

ebbo helps brands achieve their customer loyalty goals with full-service, end-to-end solutions and also creates original educational content straight from the experts to help loyalty marketers stay on the cutting edge of customer engagement.

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ebbo™ is an all-in-one loyalty company. With our data driven strategy, full-service approach, and the unwavering support of the people behind the platform, our dedicated team will work with you to understand your loyalty goals, innovate solutions and help you build customer engagement on repeat.

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