It also turned millions of T-Mobile customers into T-Mobile owners. When the un-Carrier launched T-Mobile Tuesdays in June of 2016, not only did T-Mobile say “thank you” to their customers. T-Mobile: Thanking Customers and Stimulating Advocacy Shares originally valued at around $162 at the time of issuance are now trading near $244 per share (as of this writing) – a 50 percent increase. This impressive performance has continued since the company’s stock was awarded to members. Since 2010, Domino’s stock has significantly outpaced the market, gaining over 2,000 percent and even beating out big name tech companies like Amazon, Google, Facebook and Apple. The company’s stock has been equally exciting for investors. This not only reinforced the program’s value proposition, the promotional overlay was a great way to inject exciting updates to engage members, adding an ongoing high-value bonus award to the core transaction based program. Each month in 2017, the company awarded 25 members with 10 Domino’s shares. Giving away the company’s stock was a perfect way to give Domino’s Piece of the Pie Rewards members a chance to literally get a piece of the pie. Let’s look at how three companies have implemented this new mutually beneficial loyalty incentive strategy and for good measure, let’s also see how their loyal customers are faring in the market since receiving their shares.ĭomino’s Pizza: Adding Excitement to the Program With new platforms such as Stockpile, M1 Finance and Motif enabling brands to award fractional ownership of a company’s stock, there is greater flexibility for brands to leverage their own stock as part of their marketing strategy. Over the last few years, only a small handful of companies have implemented a marketing strategy offering stock to their customers. In a recent survey, more than 1,000 consumers were asked: “Does owning a company’s stock increase the likelihood of you buying products from that company?” Sixty-six percent said ‘yes’. What is this mutually rewarding strategy? Simply put, it’s offering equity in the company. While these tried and true solutions have proven effective, there is a new loyalty incentive strategy emerging-one that benefits both members and the brands they love, because the incentive itself creates a symbiotic bond between the two. As brands invest more and more into strategies designed to foster greater loyalty from their customers, billions are being spent annually on CRM, consumer data, surprise and delight programs and more.
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