Why loyalty is a bright idea for sports
Monday September 22, 2014
Loyalty and rewards are among a handful of buzz words on top of the sports marketers agenda right now. In our experience, loyalty has become the attractive front end of a CRM project. One that’s showing some decent results. (Read our blog on loyalty becoming the sexy side of CRM here).
In other sectors, loyalty has become a proven concept. Fact. And it’s got the backing of marketing teams, with 65% of marketers saying that loyalty programme investments are essential. It's easy to see why they say this, with customer spending shown to be 46% higher with companies that have a loyalty programme in place and the average person belonging to 7.4 different schemes.
People love collecting points and they want some reciprocation for their interactions with a brand. Get the incentives wrong however and people will switch off to the idea as quickly as they switched on.
In sport, we have a greater opportunity to truly engage with our audience and a hunger for consumption of experiences, both that money can and can’t already buy. We’ve already seen some successful implementations of rewards base programmes in sport, particularly in North America, and we think that it’s something that should be further utilised.
It’s a hot topic, and one that we’ve talked about a fair amount in recent months, but for good reason. Any tool that helps you to get greater buy in from both staff and fans is surely worth giving some serious consideration.
Take a look at the infographic below for the full run down of loyalty in sport.