Facts and figures are easy to come by for any guest engagement program, be it loyalty, e-club, or CRM. But what are the key measures that marketers can rely on to deliver material impact with the program?
Running more than 350 programs has provided Paytronix with a clear understanding of what works and what doesn’t, telling us where to focus effort for the greatest impact.
To remember the most important measures, use the acronym EAT. It stands for Enrollment, Activity, and Triggering. Plus, there’s an additional measure called Penetration Rate. Consider how these four measures impact your program:
- Enrollment: Adding new members drives program impact. Although some members will inevitably move on from your brand for a variety of reasons, the key is to add more than you lose. Enrollment can be encouraged in numerous ways, including promotions and cashier contests. You should also make it easy for guests to join by offering mobile apps, text-to-enroll, NFC loyalty, and website enrollment.
- Activity: It takes active members for a program to maximize its potential, and the level of activity provides a multiplier effect on the amount of impact. Having a frictionless, guest-centric, fully supported program will result in a high percentage of active guests. Your program should offer attainable benefits and make it easy for guests to interact with the brand.
- Triggering: The extent to which your team can trigger incremental spending is directly related to the impact your program delivers. Incremental spending is primarily measured in two ways, with the first being an analysis of pre- and post-program transactional data. How were the members behaving before the program launched and what are they doing post-launch? Typically, Paytronix programs see at least a 20% increase in spend after the launch happens. The other way to measure is by using target-and-control campaigns. These enable the marketer to hold a control group out from the targeted segment. When results are reported, a clear picture of incremental spend and visits comes into focus. The control group behaves as it normally would, while the target group exhibits the behavior prompted by the marketing message or special challenge presented. Target-and-control programs answer the question that CFOs have been asking CMOs for years: “How many of these guests would have visited anyway?”
- Penetration Rate: The percentage of checks associated with a guest who identified as a member is the penetration rate. This is an important measure because the higher the penetration rate is, the more opportunity the brand has to drive impact with the program. If the penetration rate dips below 15%, the brand should be alarmed, as programs with low penetration rates generally underperform on all organization expectations. Paytronix clients routinely achieve penetration rates of 47–70%.
Brands that focus on these four measures deliver the greatest impact to their organizations. Visit us at www.paytronix.com to learn more.