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英国 paper代写范文:商业忠诚度计划的类型

2017-03-14 | 来源:51due教员组 | 类别:Paper代写范文

这篇文章写的是忠诚计划最常用和最基本的方法,它适用于任何类型的企业.。theearned客户转化成一些奖励可以是免费的,折扣或客户处理。客户,赎回他们赚取的奖励,将永远走向一定数量的点。有许多公司在这种方法上步履蹒跚,但有形的回报和赚取积分之间的关系可能是复杂和混乱。

This is the most commonly and basic methodology of loyalty program, which fits into any kind of business. Theearned points of customers translate into some reward which can be a freebie, a discount or customer treatment. Customers, to redeem their earned reward, will always move towards a certain amount of points. There are many companies which falter in this method but making the relationship between tangible rewards and earned points can be complex and confusing. For example: 14 points equals 1 dollar, and with 20 dollars one can earn 50% off in next purchase after some month. This is not rewarding but rather a headache to the customer. If one opt for a points-based loyalty program, one should keep the conversions intuitive and simple. Bolco is one example of a company which uses loyality program based on points. To make it convinient for their audience, they measure points in dollars, the reward for which is given in terms of food items. Customers can very well swipe their stylishBoloco cardat every purchase; the card automatically tracks the money spent. The program is such that, with expenditure of every $50, the customer earns a free item. It is of no relevance whether the customer choose a burger or an chocolate pie – it is free after $50. This cites an example of a company which is simplifying points by accessible reward system for customers. The most common loyality program but it is not applicable everywhere. It is most appropriate for certain businesses that favours short-term and regular purchases.


Use of Tier System to Reward Initial Loyalty 使用层系统奖励初始忠诚


In case of designing loyality programs, The major challenge for most companies to to find a balance between attainable and desirable rewards. One of the ways to combat this so as to implement tiered system. The idea is to offer small rewards initially to be the part of the program as a base offering, then increase the rewards’ value as the customer climbs up the loyalty ladder, so as to foster repeat customers. This will help solve the problem of members forgetting about their points. Few customers are the victim of forgetfulness and they never redeem them because of a long time span between purchase & gratification.


Virgin Airlines’Flying Clubinducts members at the Club Red tier, then divides them into Club Silver and Club Gold. On one side, members of Club Red earn points on flights and they use the discounts on rental cars, hotels; members of Club Silver earn more 50% miles on flights, or expedited check in, or priority stand by seating. Other than this, members of Club Gold gets boarding on a priority basis, double miles, even they can use exclusive clubhouses where they get premium services like free drink or massage service while waiting for their flight. The idea over here is to provide benefits during the start itself so as to hook customers for repeatpurchase. Once they do, they will realize that 'gold' status is not unattainable, and it offers really cool benefits.


The difference that lies between earning points and tiered systems is that customers derive short-term benefit in one whereas the other provides long-term value. But it is a fact that tiered programs work better for high commitment or higher price-point businesses like hospitality businesses, airlines or insurance companies.


Charging an Upfront Fee for providing VIP Benefits 收取提供贵宾福利的前期费用


Loyalty programs are supposed to break down barriers between customers and business. But the question is that if we should inform them that we chargethema fee. In some circumstances, a one-time annual fee can be charged that lets customers bypass common purchase blockers. It is beneficial for both business and customer in a similar fashion. A fee-based loyalty program can be customized to resolve the specific barriers that might influence a customer to leave.


In 2011,a trend of abandonment of ecommerce shopping cart rose to hit a record as high as 72%, and it is still rising. The cause of this was 'sticker shock' that involves the after tax and shipping prices. The biggest player of E-commerce, Amazon, devised a method to combat this particular issue arising in their loyalty program. The method was called ‘Prime’. Prime users receive 2-day free shipping on any number of products with no minimum purchase. This was among other benefits only for $79 annually fee.


This program is innovative as it charges loyal customers and provides sufficient for those frequent shoppers to realize that they are benefited from this program.It has been estimated by analyststhatfor each Prime subscriber, Amazon actually loses about $11 annually. But it manages it through increased transactional frequency that would not have happened if they hadn’t offered these exclusive benefits.


To summerize, this system is mainly applicable to businesses that involves frequent, repeat purchases. In return of an one time upfront fee, your customers could avoid the inconveniences that could have hindered their future purchases. Amazon has mastered this for e-commerce, but there is also potential of this loyalty program model to work for B2B.


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