Loyalty Assessment 5+

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Step 1 of 4

What is the approximate percentage of loyalty customer transactions out of total store transactions? (Select one)*

0% – 25%

26% – 50%

51% – 75%

76% or more

Don't know

Does your loyalty program recognize all types of tender (cash, credit, debit, etc.) or only your proprietary credit card?*

All tenders

Proprietary credit card only

Is the number of active loyalty members who have made a purchase in the last 12 months increasing, decreasing or remaining static? (Select one)*

Decreasing

Increasing

Static (same as previous year)

Don't know

Does your loyalty program incorporate soft benefits or non-financial benefits, such as recognition of best customers, exclusive shopping hours, value-added content, members-only experiences, etc.?*

Yes

Does your loyalty program have tiers (i.e., Premier, Platinum, Gold, etc.)?*

Yes

Do you recognize your best members (i.e., with special card or benefits)?*

Yes

What is the approximate percentage of members who earn the primary program reward in a 12-month period?*

0% – 10%

11% – 20%

21% – 30%

31% – 40%

41% – 50%

51% or more

Don't know

Approximately how frequently do you provide members with their membership status (points earned, dollars spent, nearness to reward and/or tier)?*

At least quarterly

At least annually (but not quarterly)

Never

Can members access their status online?*

Yes

In what percentage of your customer-facing communications do you include the program’s value proposition? (e.g., FSIs, promotional email, loyalty email, broadcast media, social media, direct mail, POS/store collateral and signage, etc.)*

Up to 25%

26% – 50%

51% – 75%

76% or more

Don't know

Can members select their preferred channel of communication?*

Yes

Can members select their preferred frequency of communication?*

Yes

How integrated is your loyalty program with your ecommerce efforts? (Select all that apply)*

Loyalty member status summary is shown in ecommerce profile

Loyalty member online profile is the same as their ecommerce profile

Ecommerce customers receive loyalty updates in the shopping cart

Ecommerce customers are reminded of loyalty program during shopping experience (e.g., via banners)

None of the above

Are you using loyalty program data to make decisions in non-marketing business units — for example, Merchandising or Operations?*

Yes

Are you segmenting customer communications based on the customer’s purchase history?*

Yes

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A customer relationship marketing (CRM) agency focused on loyalty and retention.

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