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Loyalty Is More Than a Discount on a Customer Card

Loyalty Is More Than a Discount on a Customer Card

Loyalty Is More Than a Discount on a Customer Card

Loyalty Is More Than a Discount on a Customer Card

Explore cutting-edge approaches to fostering customer loyalty beyond traditional discounts and loyalty cards.

Explore cutting-edge approaches to fostering customer loyalty beyond traditional discounts and loyalty cards.

Ecommerce-tips

Sep 12, 2023

Cis Scherpereel

Ecommerce strategist

This blog post is penned by e-commerce strategist Cis Scherpereel.

The fundamental principles of loyalty programmes have remained unchanged for decades: customers earn rewards for their purchases in the form of points or vouchers, which can be redeemed later. However, today's fans seek more meaningful rewards. Therefore, brands urgently need to explore alternative ways to foster customer loyalty.

This blog post is penned by e-commerce strategist Cis Scherpereel.

The fundamental principles of loyalty programmes have remained unchanged for decades: customers earn rewards for their purchases in the form of points or vouchers, which can be redeemed later. However, today's fans seek more meaningful rewards. Therefore, brands urgently need to explore alternative ways to foster customer loyalty.

This blog post is penned by e-commerce strategist Cis Scherpereel.

The fundamental principles of loyalty programmes have remained unchanged for decades: customers earn rewards for their purchases in the form of points or vouchers, which can be redeemed later. However, today's fans seek more meaningful rewards. Therefore, brands urgently need to explore alternative ways to foster customer loyalty.

This blog post is penned by e-commerce strategist Cis Scherpereel.

The fundamental principles of loyalty programmes have remained unchanged for decades: customers earn rewards for their purchases in the form of points or vouchers, which can be redeemed later. However, today's fans seek more meaningful rewards. Therefore, brands urgently need to explore alternative ways to foster customer loyalty.

Falling in Love with a Brand

Leveraging your brand identity is always a wise strategy to make consumers fall in love with your brand. But are you enticing enough to sustain long-term allure? Is there an undeniable advantage to becoming a fan, a member, or simply remaining loyal to your brand?

Loyalty is a game played today at the intersection of emotion and logic. Thus, it should (and must) be more than just a loyalty card.

People are drawn to brands they perceive as cool. In beer-loving Belgium (and beyond), for instance, nothing surpasses the brand loyalty for Duvel. This devotion is evident in the numerous spontaneous social media photos featuring a Duvel in hand. Pure happiness, with the brand as the source.

What makes me truly love a brand and share that affection in photos? And what do I, as a fan, get in return?

Duvel transcends its product by connecting fans with creativity. Collectors of the iconic Duvel glass are actively involved in new designs for their favourite collector's item. The brand nurtures its community relationships, which people appreciate. Consequently, the merchandise webshop is bustling. It offers products that enable fans and ambassadors to express their affiliation.

For Duvel, it's not about a loyalty card and a discount as a lure, but about consistent brand experiences creating an infectious vibe.

Leveraging your brand identity is always a wise strategy to make consumers fall in love with your brand. But are you enticing enough to sustain long-term allure? Is there an undeniable advantage to becoming a fan, a member, or simply remaining loyal to your brand?

Loyalty is a game played today at the intersection of emotion and logic. Thus, it should (and must) be more than just a loyalty card.

People are drawn to brands they perceive as cool. In beer-loving Belgium (and beyond), for instance, nothing surpasses the brand loyalty for Duvel. This devotion is evident in the numerous spontaneous social media photos featuring a Duvel in hand. Pure happiness, with the brand as the source.

What makes me truly love a brand and share that affection in photos? And what do I, as a fan, get in return?

Duvel transcends its product by connecting fans with creativity. Collectors of the iconic Duvel glass are actively involved in new designs for their favourite collector's item. The brand nurtures its community relationships, which people appreciate. Consequently, the merchandise webshop is bustling. It offers products that enable fans and ambassadors to express their affiliation.

For Duvel, it's not about a loyalty card and a discount as a lure, but about consistent brand experiences creating an infectious vibe.

Leveraging your brand identity is always a wise strategy to make consumers fall in love with your brand. But are you enticing enough to sustain long-term allure? Is there an undeniable advantage to becoming a fan, a member, or simply remaining loyal to your brand?

Loyalty is a game played today at the intersection of emotion and logic. Thus, it should (and must) be more than just a loyalty card.

People are drawn to brands they perceive as cool. In beer-loving Belgium (and beyond), for instance, nothing surpasses the brand loyalty for Duvel. This devotion is evident in the numerous spontaneous social media photos featuring a Duvel in hand. Pure happiness, with the brand as the source.

What makes me truly love a brand and share that affection in photos? And what do I, as a fan, get in return?

Duvel transcends its product by connecting fans with creativity. Collectors of the iconic Duvel glass are actively involved in new designs for their favourite collector's item. The brand nurtures its community relationships, which people appreciate. Consequently, the merchandise webshop is bustling. It offers products that enable fans and ambassadors to express their affiliation.

For Duvel, it's not about a loyalty card and a discount as a lure, but about consistent brand experiences creating an infectious vibe.

Leveraging your brand identity is always a wise strategy to make consumers fall in love with your brand. But are you enticing enough to sustain long-term allure? Is there an undeniable advantage to becoming a fan, a member, or simply remaining loyal to your brand?

Loyalty is a game played today at the intersection of emotion and logic. Thus, it should (and must) be more than just a loyalty card.

People are drawn to brands they perceive as cool. In beer-loving Belgium (and beyond), for instance, nothing surpasses the brand loyalty for Duvel. This devotion is evident in the numerous spontaneous social media photos featuring a Duvel in hand. Pure happiness, with the brand as the source.

What makes me truly love a brand and share that affection in photos? And what do I, as a fan, get in return?

Duvel transcends its product by connecting fans with creativity. Collectors of the iconic Duvel glass are actively involved in new designs for their favourite collector's item. The brand nurtures its community relationships, which people appreciate. Consequently, the merchandise webshop is bustling. It offers products that enable fans and ambassadors to express their affiliation.

For Duvel, it's not about a loyalty card and a discount as a lure, but about consistent brand experiences creating an infectious vibe.

Experiences as the Norm?

The traditional loyalty card is far from extinct. For many customers, it remains a symbol of their loyalty. However, it's hyper-rational: the sole motivation for loyalty is the eventual discount.

Paper loyalty cards have given way to digital variants. Shops alleviate customer effort by managing the status of loyalty points, communicating about them, and taking charge of that loyalty. These services simplify enjoying the discounts.

While most consumers find this acceptable, some desire something more experiential in return. Besides discounts, brands should seek moments that touch customers' hearts, like invitations to a VIP evening, factory tours, or participation in consumer panels. At such times, loyal customers feel they're part of the brand in an exclusive way, which for some, holds greater value than a ten percent discount.

Some brands critically need to understand how their target audience wishes to experience the emotional aspect of customer loyalty. They must consider what experiences they can offer and how to redefine loyalty with experiences that resonate with customers.

Are emotional rewards gradually becoming the norm? It's uncertain. A balanced mix of rational and emotional rewards is always a sound approach. Don't put all your eggs in one basket, as consumers might revert to a more rational mode during recessions.

The traditional loyalty card is far from extinct. For many customers, it remains a symbol of their loyalty. However, it's hyper-rational: the sole motivation for loyalty is the eventual discount.

Paper loyalty cards have given way to digital variants. Shops alleviate customer effort by managing the status of loyalty points, communicating about them, and taking charge of that loyalty. These services simplify enjoying the discounts.

While most consumers find this acceptable, some desire something more experiential in return. Besides discounts, brands should seek moments that touch customers' hearts, like invitations to a VIP evening, factory tours, or participation in consumer panels. At such times, loyal customers feel they're part of the brand in an exclusive way, which for some, holds greater value than a ten percent discount.

Some brands critically need to understand how their target audience wishes to experience the emotional aspect of customer loyalty. They must consider what experiences they can offer and how to redefine loyalty with experiences that resonate with customers.

Are emotional rewards gradually becoming the norm? It's uncertain. A balanced mix of rational and emotional rewards is always a sound approach. Don't put all your eggs in one basket, as consumers might revert to a more rational mode during recessions.

The traditional loyalty card is far from extinct. For many customers, it remains a symbol of their loyalty. However, it's hyper-rational: the sole motivation for loyalty is the eventual discount.

Paper loyalty cards have given way to digital variants. Shops alleviate customer effort by managing the status of loyalty points, communicating about them, and taking charge of that loyalty. These services simplify enjoying the discounts.

While most consumers find this acceptable, some desire something more experiential in return. Besides discounts, brands should seek moments that touch customers' hearts, like invitations to a VIP evening, factory tours, or participation in consumer panels. At such times, loyal customers feel they're part of the brand in an exclusive way, which for some, holds greater value than a ten percent discount.

Some brands critically need to understand how their target audience wishes to experience the emotional aspect of customer loyalty. They must consider what experiences they can offer and how to redefine loyalty with experiences that resonate with customers.

Are emotional rewards gradually becoming the norm? It's uncertain. A balanced mix of rational and emotional rewards is always a sound approach. Don't put all your eggs in one basket, as consumers might revert to a more rational mode during recessions.

The traditional loyalty card is far from extinct. For many customers, it remains a symbol of their loyalty. However, it's hyper-rational: the sole motivation for loyalty is the eventual discount.

Paper loyalty cards have given way to digital variants. Shops alleviate customer effort by managing the status of loyalty points, communicating about them, and taking charge of that loyalty. These services simplify enjoying the discounts.

While most consumers find this acceptable, some desire something more experiential in return. Besides discounts, brands should seek moments that touch customers' hearts, like invitations to a VIP evening, factory tours, or participation in consumer panels. At such times, loyal customers feel they're part of the brand in an exclusive way, which for some, holds greater value than a ten percent discount.

Some brands critically need to understand how their target audience wishes to experience the emotional aspect of customer loyalty. They must consider what experiences they can offer and how to redefine loyalty with experiences that resonate with customers.

Are emotional rewards gradually becoming the norm? It's uncertain. A balanced mix of rational and emotional rewards is always a sound approach. Don't put all your eggs in one basket, as consumers might revert to a more rational mode during recessions.

Trends in Loyalty

Apart from experiences as rewards, gamification and marketing automation are seen as the key trends impacting customer loyalty in the coming years.

Utilising customer analytics combined with enticing (automated) communication boosts inquiries, sales, and repeat purchases. Moreover, more exciting use of social media offers ways to maintain customer loyalty.

Game mechanics like points, leaderboards, badges, and challenges are used to create visible, exciting experiences. The fun factor for customers yields insights for all parties, preventing a one-sided predator-prey relationship. And modern consumers appreciate this.

Even more so, loyal customers desire a say in brands. Smart brands take this desire into account and embrace ambassadors, forming communities. People like to belong, and communities can be a vital sounding board for brands, helping to validate strategic paths.

Threadless.com exemplifies how a community sustains its business model. Since 2000, their mission has been to provide a global platform for artists and support them.

In their own words: “If you’re an artist, we want your art to be seen—everywhere. And if you’re a fan, we want you to find art and products that let you celebrate your uniqueness.”

Threadless feels like a stimulator and curator of creativity for many artists. It's also a source of inspiration, ensuring people return: both artists and buyers. It's a safe and trusted environment to share creativity.

What's enjoyable about Threadless is how they integrate gamification into their format. Artists submit designs to the Design Challenge, and visitors vote by scoring them. Winning designs are printed on T-shirts and other products, with artists earning a portion of the sales.

Artists can also set up their own webshops on the platform, completing the connection. The platform offers tools to simplify artists' lives and caters to their needs.

Their mission is encapsulated in this delightful film: “Make great together.”

Apart from experiences as rewards, gamification and marketing automation are seen as the key trends impacting customer loyalty in the coming years.

Utilising customer analytics combined with enticing (automated) communication boosts inquiries, sales, and repeat purchases. Moreover, more exciting use of social media offers ways to maintain customer loyalty.

Game mechanics like points, leaderboards, badges, and challenges are used to create visible, exciting experiences. The fun factor for customers yields insights for all parties, preventing a one-sided predator-prey relationship. And modern consumers appreciate this.

Even more so, loyal customers desire a say in brands. Smart brands take this desire into account and embrace ambassadors, forming communities. People like to belong, and communities can be a vital sounding board for brands, helping to validate strategic paths.

Threadless.com exemplifies how a community sustains its business model. Since 2000, their mission has been to provide a global platform for artists and support them.

In their own words: “If you’re an artist, we want your art to be seen—everywhere. And if you’re a fan, we want you to find art and products that let you celebrate your uniqueness.”

Threadless feels like a stimulator and curator of creativity for many artists. It's also a source of inspiration, ensuring people return: both artists and buyers. It's a safe and trusted environment to share creativity.

What's enjoyable about Threadless is how they integrate gamification into their format. Artists submit designs to the Design Challenge, and visitors vote by scoring them. Winning designs are printed on T-shirts and other products, with artists earning a portion of the sales.

Artists can also set up their own webshops on the platform, completing the connection. The platform offers tools to simplify artists' lives and caters to their needs.

Their mission is encapsulated in this delightful film: “Make great together.”

Apart from experiences as rewards, gamification and marketing automation are seen as the key trends impacting customer loyalty in the coming years.

Utilising customer analytics combined with enticing (automated) communication boosts inquiries, sales, and repeat purchases. Moreover, more exciting use of social media offers ways to maintain customer loyalty.

Game mechanics like points, leaderboards, badges, and challenges are used to create visible, exciting experiences. The fun factor for customers yields insights for all parties, preventing a one-sided predator-prey relationship. And modern consumers appreciate this.

Even more so, loyal customers desire a say in brands. Smart brands take this desire into account and embrace ambassadors, forming communities. People like to belong, and communities can be a vital sounding board for brands, helping to validate strategic paths.

Threadless.com exemplifies how a community sustains its business model. Since 2000, their mission has been to provide a global platform for artists and support them.

In their own words: “If you’re an artist, we want your art to be seen—everywhere. And if you’re a fan, we want you to find art and products that let you celebrate your uniqueness.”

Threadless feels like a stimulator and curator of creativity for many artists. It's also a source of inspiration, ensuring people return: both artists and buyers. It's a safe and trusted environment to share creativity.

What's enjoyable about Threadless is how they integrate gamification into their format. Artists submit designs to the Design Challenge, and visitors vote by scoring them. Winning designs are printed on T-shirts and other products, with artists earning a portion of the sales.

Artists can also set up their own webshops on the platform, completing the connection. The platform offers tools to simplify artists' lives and caters to their needs.

Their mission is encapsulated in this delightful film: “Make great together.”

Apart from experiences as rewards, gamification and marketing automation are seen as the key trends impacting customer loyalty in the coming years.

Utilising customer analytics combined with enticing (automated) communication boosts inquiries, sales, and repeat purchases. Moreover, more exciting use of social media offers ways to maintain customer loyalty.

Game mechanics like points, leaderboards, badges, and challenges are used to create visible, exciting experiences. The fun factor for customers yields insights for all parties, preventing a one-sided predator-prey relationship. And modern consumers appreciate this.

Even more so, loyal customers desire a say in brands. Smart brands take this desire into account and embrace ambassadors, forming communities. People like to belong, and communities can be a vital sounding board for brands, helping to validate strategic paths.

Threadless.com exemplifies how a community sustains its business model. Since 2000, their mission has been to provide a global platform for artists and support them.

In their own words: “If you’re an artist, we want your art to be seen—everywhere. And if you’re a fan, we want you to find art and products that let you celebrate your uniqueness.”

Threadless feels like a stimulator and curator of creativity for many artists. It's also a source of inspiration, ensuring people return: both artists and buyers. It's a safe and trusted environment to share creativity.

What's enjoyable about Threadless is how they integrate gamification into their format. Artists submit designs to the Design Challenge, and visitors vote by scoring them. Winning designs are printed on T-shirts and other products, with artists earning a portion of the sales.

Artists can also set up their own webshops on the platform, completing the connection. The platform offers tools to simplify artists' lives and caters to their needs.

Their mission is encapsulated in this delightful film: “Make great together.”

Subscriptions

Subscriptions are another popular way to bind customers to a company. Seemingly more rational, but when approached cleverly, they also tap into the emotional aspect.

A prime example is Purina, a global player in dog food, which introduced “Just Right” about a decade ago. This programme adds numerous services to the home-delivered dog food bags. From personalised bags featuring your dog's photo to 24/7 nutritional advice.

Through a brief survey, the dog's profile enters the database, resulting in a customised dog food mix from the webshop. Customers can start a subscription, with subsequent deliveries timed perfectly according to the dog's consumption. Happy dog? Happy owner.

Just Russel is a strong brand in the Low Countries, with a similar value proposition.

The Belgian Just Russel is flourishing with its flexible subscriptions.

Just Russel provides thousands of pets monthly with personalised nutrition and a tailored feeding plan.

Thanks to the subscription model, customers never unexpectedly run out of food. Based on the online profile data, Just Russel precisely understands the pet's needs. If customers wish to pause or delay their delivery – for instance, during vacations – it's easily done.

A week before delivery, customers receive an email notification. At this point, they can add items to the order, and the system adjusts the subscription amount accordingly.

In this recurrence lies loyalty, but also convenience. From the outset, Just Russel chose to process orders through Mollie's solution for recurring payments.

Mollie's role in Just Russel's success story can be read in detail on this page.

Download the white paper where Just Russel, along with Mamzel and Duvel, shares numerous best practices to boost conversion by creating an exceptional customer journey.

On that ass, a boxer shorts brand, also uses a subscription formula to retain customers and send a pair of boxers monthly. The first pair is free as an incentive. The original prints and packaging complete the picture.

Subscribers are rewarded with a €10 monthly shopping credit, redeemable for items that showcase their brand love. Fashionable products like hoodies and T-shirts can be purchased with this credit in a separate webshop. Rewards are also given for referring friends.

Subscriptions are another popular way to bind customers to a company. Seemingly more rational, but when approached cleverly, they also tap into the emotional aspect.

A prime example is Purina, a global player in dog food, which introduced “Just Right” about a decade ago. This programme adds numerous services to the home-delivered dog food bags. From personalised bags featuring your dog's photo to 24/7 nutritional advice.

Through a brief survey, the dog's profile enters the database, resulting in a customised dog food mix from the webshop. Customers can start a subscription, with subsequent deliveries timed perfectly according to the dog's consumption. Happy dog? Happy owner.

Just Russel is a strong brand in the Low Countries, with a similar value proposition.

The Belgian Just Russel is flourishing with its flexible subscriptions.

Just Russel provides thousands of pets monthly with personalised nutrition and a tailored feeding plan.

Thanks to the subscription model, customers never unexpectedly run out of food. Based on the online profile data, Just Russel precisely understands the pet's needs. If customers wish to pause or delay their delivery – for instance, during vacations – it's easily done.

A week before delivery, customers receive an email notification. At this point, they can add items to the order, and the system adjusts the subscription amount accordingly.

In this recurrence lies loyalty, but also convenience. From the outset, Just Russel chose to process orders through Mollie's solution for recurring payments.

Mollie's role in Just Russel's success story can be read in detail on this page.

Download the white paper where Just Russel, along with Mamzel and Duvel, shares numerous best practices to boost conversion by creating an exceptional customer journey.

On that ass, a boxer shorts brand, also uses a subscription formula to retain customers and send a pair of boxers monthly. The first pair is free as an incentive. The original prints and packaging complete the picture.

Subscribers are rewarded with a €10 monthly shopping credit, redeemable for items that showcase their brand love. Fashionable products like hoodies and T-shirts can be purchased with this credit in a separate webshop. Rewards are also given for referring friends.

Subscriptions are another popular way to bind customers to a company. Seemingly more rational, but when approached cleverly, they also tap into the emotional aspect.

A prime example is Purina, a global player in dog food, which introduced “Just Right” about a decade ago. This programme adds numerous services to the home-delivered dog food bags. From personalised bags featuring your dog's photo to 24/7 nutritional advice.

Through a brief survey, the dog's profile enters the database, resulting in a customised dog food mix from the webshop. Customers can start a subscription, with subsequent deliveries timed perfectly according to the dog's consumption. Happy dog? Happy owner.

Just Russel is a strong brand in the Low Countries, with a similar value proposition.

The Belgian Just Russel is flourishing with its flexible subscriptions.

Just Russel provides thousands of pets monthly with personalised nutrition and a tailored feeding plan.

Thanks to the subscription model, customers never unexpectedly run out of food. Based on the online profile data, Just Russel precisely understands the pet's needs. If customers wish to pause or delay their delivery – for instance, during vacations – it's easily done.

A week before delivery, customers receive an email notification. At this point, they can add items to the order, and the system adjusts the subscription amount accordingly.

In this recurrence lies loyalty, but also convenience. From the outset, Just Russel chose to process orders through Mollie's solution for recurring payments.

Mollie's role in Just Russel's success story can be read in detail on this page.

Download the white paper where Just Russel, along with Mamzel and Duvel, shares numerous best practices to boost conversion by creating an exceptional customer journey.

On that ass, a boxer shorts brand, also uses a subscription formula to retain customers and send a pair of boxers monthly. The first pair is free as an incentive. The original prints and packaging complete the picture.

Subscribers are rewarded with a €10 monthly shopping credit, redeemable for items that showcase their brand love. Fashionable products like hoodies and T-shirts can be purchased with this credit in a separate webshop. Rewards are also given for referring friends.

Subscriptions are another popular way to bind customers to a company. Seemingly more rational, but when approached cleverly, they also tap into the emotional aspect.

A prime example is Purina, a global player in dog food, which introduced “Just Right” about a decade ago. This programme adds numerous services to the home-delivered dog food bags. From personalised bags featuring your dog's photo to 24/7 nutritional advice.

Through a brief survey, the dog's profile enters the database, resulting in a customised dog food mix from the webshop. Customers can start a subscription, with subsequent deliveries timed perfectly according to the dog's consumption. Happy dog? Happy owner.

Just Russel is a strong brand in the Low Countries, with a similar value proposition.

The Belgian Just Russel is flourishing with its flexible subscriptions.

Just Russel provides thousands of pets monthly with personalised nutrition and a tailored feeding plan.

Thanks to the subscription model, customers never unexpectedly run out of food. Based on the online profile data, Just Russel precisely understands the pet's needs. If customers wish to pause or delay their delivery – for instance, during vacations – it's easily done.

A week before delivery, customers receive an email notification. At this point, they can add items to the order, and the system adjusts the subscription amount accordingly.

In this recurrence lies loyalty, but also convenience. From the outset, Just Russel chose to process orders through Mollie's solution for recurring payments.

Mollie's role in Just Russel's success story can be read in detail on this page.

Download the white paper where Just Russel, along with Mamzel and Duvel, shares numerous best practices to boost conversion by creating an exceptional customer journey.

On that ass, a boxer shorts brand, also uses a subscription formula to retain customers and send a pair of boxers monthly. The first pair is free as an incentive. The original prints and packaging complete the picture.

Subscribers are rewarded with a €10 monthly shopping credit, redeemable for items that showcase their brand love. Fashionable products like hoodies and T-shirts can be purchased with this credit in a separate webshop. Rewards are also given for referring friends.

A Community Full of Testers

An excellent example of building a fan community is found at Blabloom.com, the Belgian concept store for young families' needs.

From its inception, Blabloom focused on building a database of testers. The community has become so extensive and crucial that it's now a cornerstone of the company's consistent growth.

Testers sign up through the website and receive information about weekly testing opportunities via email and social media. Chosen testers keep the product in exchange for a written review of their experience.

The result of such enthusiasm is a series of highly valuable blog pages with test results, written by users. These shared efforts often lead to top rankings in Google Search. Testers are proud to contribute to the success of a local entity and eagerly share their participation in their networks. A win-win situation, and a prime example of using fans to lighten the workload and create value.

An excellent example of building a fan community is found at Blabloom.com, the Belgian concept store for young families' needs.

From its inception, Blabloom focused on building a database of testers. The community has become so extensive and crucial that it's now a cornerstone of the company's consistent growth.

Testers sign up through the website and receive information about weekly testing opportunities via email and social media. Chosen testers keep the product in exchange for a written review of their experience.

The result of such enthusiasm is a series of highly valuable blog pages with test results, written by users. These shared efforts often lead to top rankings in Google Search. Testers are proud to contribute to the success of a local entity and eagerly share their participation in their networks. A win-win situation, and a prime example of using fans to lighten the workload and create value.

An excellent example of building a fan community is found at Blabloom.com, the Belgian concept store for young families' needs.

From its inception, Blabloom focused on building a database of testers. The community has become so extensive and crucial that it's now a cornerstone of the company's consistent growth.

Testers sign up through the website and receive information about weekly testing opportunities via email and social media. Chosen testers keep the product in exchange for a written review of their experience.

The result of such enthusiasm is a series of highly valuable blog pages with test results, written by users. These shared efforts often lead to top rankings in Google Search. Testers are proud to contribute to the success of a local entity and eagerly share their participation in their networks. A win-win situation, and a prime example of using fans to lighten the workload and create value.

An excellent example of building a fan community is found at Blabloom.com, the Belgian concept store for young families' needs.

From its inception, Blabloom focused on building a database of testers. The community has become so extensive and crucial that it's now a cornerstone of the company's consistent growth.

Testers sign up through the website and receive information about weekly testing opportunities via email and social media. Chosen testers keep the product in exchange for a written review of their experience.

The result of such enthusiasm is a series of highly valuable blog pages with test results, written by users. These shared efforts often lead to top rankings in Google Search. Testers are proud to contribute to the success of a local entity and eagerly share their participation in their networks. A win-win situation, and a prime example of using fans to lighten the workload and create value.

Conclusion

Customer loyalty is evolving. The way brands interact with customers is changing, and customers' desires for rewards are diverging.

Brands are exploring new ways to charm customers, increasingly supplementing discounts with meaningful rewards. Being part of the brand family in a premium way seems more valuable to many consumers.

It's intriguing whether a customer in recession times might still be more enticed by a discount than a personal VIP treatment...

It certainly seems wise to appreciate loyalty with a mix of rational and emotional reward forms. This keeps your loyalty programme stable, even in times of change.

Customer loyalty and creating ambassadors for your brand is the final step in the customer journey. Mollie conducted qualitative research on optimising your customer journey. Based on interviews with specialised agencies and customer experience, we have compiled these white papers.

About Cis Scherpereel

In 2021, Cis Scherpereel was honoured as the first E-commerce Personality of the Year in Belgium by Safeshops and Bol.com. He is the co-founder of Mex United and has assisted numerous retailers in correctly deploying e-commerce as a strategist. Connect – Inspire – Share. This is how Cis interprets his name and expresses his passion for knowledge sharing. Cis is a lecturer, strategist, author, and host of the E-commerce Podcast.

Customer loyalty is evolving. The way brands interact with customers is changing, and customers' desires for rewards are diverging.

Brands are exploring new ways to charm customers, increasingly supplementing discounts with meaningful rewards. Being part of the brand family in a premium way seems more valuable to many consumers.

It's intriguing whether a customer in recession times might still be more enticed by a discount than a personal VIP treatment...

It certainly seems wise to appreciate loyalty with a mix of rational and emotional reward forms. This keeps your loyalty programme stable, even in times of change.

Customer loyalty and creating ambassadors for your brand is the final step in the customer journey. Mollie conducted qualitative research on optimising your customer journey. Based on interviews with specialised agencies and customer experience, we have compiled these white papers.

About Cis Scherpereel

In 2021, Cis Scherpereel was honoured as the first E-commerce Personality of the Year in Belgium by Safeshops and Bol.com. He is the co-founder of Mex United and has assisted numerous retailers in correctly deploying e-commerce as a strategist. Connect – Inspire – Share. This is how Cis interprets his name and expresses his passion for knowledge sharing. Cis is a lecturer, strategist, author, and host of the E-commerce Podcast.

Customer loyalty is evolving. The way brands interact with customers is changing, and customers' desires for rewards are diverging.

Brands are exploring new ways to charm customers, increasingly supplementing discounts with meaningful rewards. Being part of the brand family in a premium way seems more valuable to many consumers.

It's intriguing whether a customer in recession times might still be more enticed by a discount than a personal VIP treatment...

It certainly seems wise to appreciate loyalty with a mix of rational and emotional reward forms. This keeps your loyalty programme stable, even in times of change.

Customer loyalty and creating ambassadors for your brand is the final step in the customer journey. Mollie conducted qualitative research on optimising your customer journey. Based on interviews with specialised agencies and customer experience, we have compiled these white papers.

About Cis Scherpereel

In 2021, Cis Scherpereel was honoured as the first E-commerce Personality of the Year in Belgium by Safeshops and Bol.com. He is the co-founder of Mex United and has assisted numerous retailers in correctly deploying e-commerce as a strategist. Connect – Inspire – Share. This is how Cis interprets his name and expresses his passion for knowledge sharing. Cis is a lecturer, strategist, author, and host of the E-commerce Podcast.

Customer loyalty is evolving. The way brands interact with customers is changing, and customers' desires for rewards are diverging.

Brands are exploring new ways to charm customers, increasingly supplementing discounts with meaningful rewards. Being part of the brand family in a premium way seems more valuable to many consumers.

It's intriguing whether a customer in recession times might still be more enticed by a discount than a personal VIP treatment...

It certainly seems wise to appreciate loyalty with a mix of rational and emotional reward forms. This keeps your loyalty programme stable, even in times of change.

Customer loyalty and creating ambassadors for your brand is the final step in the customer journey. Mollie conducted qualitative research on optimising your customer journey. Based on interviews with specialised agencies and customer experience, we have compiled these white papers.

About Cis Scherpereel

In 2021, Cis Scherpereel was honoured as the first E-commerce Personality of the Year in Belgium by Safeshops and Bol.com. He is the co-founder of Mex United and has assisted numerous retailers in correctly deploying e-commerce as a strategist. Connect – Inspire – Share. This is how Cis interprets his name and expresses his passion for knowledge sharing. Cis is a lecturer, strategist, author, and host of the E-commerce Podcast.

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Table of contents

Table of contents

Table of contents

Falling in Love with a Brand

Experiences as the Norm?

Trends in Loyalty

Subscriptions

A Community Full of Testers

Conclusion

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MollieGrowthLoyalty Is More Than a Discount on a Customer Card
MollieGrowthLoyalty Is More Than a Discount on a Customer Card