PhD in Economics, Associate Professor at the Department of Marketing and Advertising of KNUTE
ENCOURAGEMENT OF LOYALTY PROGRAMS PARTICIPANTS
Background. Current state of marketing loyalty development is characterized by the annual increase of the number of companies that implement loyalty programs and increasing customer engagement in loyalty programs. In this regard, the fact of the loyalty program availability can not be a competitive advantage for the company.
Analysis of recent research and publications. The analysis showed that aspects of selecting the type of encouraging loyalty programs members is not covered in modern Ukrainian literature.
The main aim of this article is to determine methods of customers encouragement, namely types of rewards, which are preferred by loyalty programs members.
Materials and methods. In this article the materials of loyalty development researches by "Nielsen" and American company "Crowd Twist", which is specialized in developing solutions for complex formation of customer loyalty, are used.
Results. While deciding to join the loyalty program customers said that the most important is the way of encouraging them and the kind of benefits they will receive. Three-quarters of consumers in the world say that the most important advantage of loyalty programs is prosion of discounts and free goods. The most desirable gifts for consumers are travel and electronics, an opportunity to choose the presents themselves is the best for the consumer.
Conclusion. Diversifying rewards at loyalty program, a combination of financial, non-financial and intangible benefits and giving participants the choice of encouragement not only provides customer retention, but also the formation of their loyalty.
Keywords: loyalty program, customer encouragement, financial benefits, non-financial benefits, intangible benefits.