So here are five tips to Stone, Clay, and Glass Manufacturers Email List ensure you make the most out of your loyalty program’s early access functionality. Tip #1: Reserve it for your top products First and foremost, you should keep in mind that early access is a double-edged sword. Since it creates a haves and have-nots economy, a top priority is to keep things balanced. Not putting the most exciting products up for early access means some people might feel cheated, while reserving all the goods for early access members may alienate others. The best advice I can give is to seek out a single product group that your audience longs for the most, and use it as the focus of the loyalty program’s early access.
Italian luxury fashion retailer LuisaViaRoma knew that sneakers were a hot commodity among their customers, so they dedicated early access solely to the latest sneaker drops — they even named the feature after the category! LuisaViaRoma’s Sneakers Club is such a hit, that certain releases go out of stock before they even hit the store shelves. LuisaViaRoma’s Sneakers Club was such a hit among customers, that certain releases go out of stock before they even have a chance to hit the store shelves. Learn more about it in our case study. Tip #2: Use early access as a high-tier reward There are two reasons why it’s highly recommended to combine loyalty programs with early access.
For one, running this feature is almost free for you. The biggest requirement is related to your back-end—or that of your loyalty program provider—as you need a setting that will enable certain customers to access the campaign sooner than others. The other benefit stems from the fact that loyalty programs train customers to work for their rewards. Tiers are the best example of this, as they represent a long-term progression, where customers get closer and closer to their rewards with each purchase. To give you a tier-related example, early access is best used as a Gold-tier or VIP-tier reward.
Seeing such an enticing incentive will prompt loyalty program members to double down on their efforts to rank up as fast as they can, and you achieve this without offering any expensive benefits. Sephora uses the early access model quite effectively, as customers need to spend at least $1,000 in order to enter the Rouge tier. Sephora uses the early access model quite effectively, as customers need to spend at least $1,000 in order to enter the Rouge tier, where first access becomes available.
reate multiple types of early access deals Building upon the previous section, you can further increase your loyalty program’s appeal by dividing early access into multiple categories and assigning each one to a different tier. For instance, you can have an early access privilege that’s related to special sale dates—meaning customers can enjoy Black Friday discounts a bit earlier to avoid the rush—as a Silver-tier reward, while Gold-rank members get the same benefit and also receive early access to monthly product drops.
Doing so allows you to give something valuable to customers across multiple tiers, in a cost-effective manner. Singapore-based fashion company Love, Bonito demonstrates how to handle multiple early access opportunities the right way. Singapore-based fashion company Love, Bonito demonstrates how to handle multiple early access opportunities the right way. For further details about their loyalty program, download our case study.