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Thread: Framing a Reward is as important as the Reward itself

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    Default Framing a Reward is as important as the Reward itself

    We've had a lot of questions about loyalty and rewards programs. Feedback is mixed depending on who you ask. This article suggests approaching it from a different angle. Not according to the offer, but according to what kind of engagement it creates overall.

    Here’s one idea. Instead of asking, “What rewards should we give away?” ask “How should we give away a reward?” It might not be the reward per se, but how the reward is framed, and the steps customers must take to obtain the reward, that matters.
    Read the article here: https://www.nirandfar.com/2014/11/framing.html

    Has anyone tried a rewards program? Did it work? If not, did you learn anything about why it failed that you can share with the group?
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    One of the most effective “reward” program I’ve seen is “Kohls Bucks”. Kohls is a mid price dept store. For every $ 50 you spend they give you a $ 10 certificate for your next purchase.

    Kohls happens to be convenient for me, so I do shop there. I wouldn’t go out of my way to go there just because of the reward. However, whenever I get my “reward” of $ 10 or $ 20 I feel compelled to go back to spend it. Again, because it is so convenient not because of the reward itself. So of course I go back, spend more than the reward and then get new rewards. It works on me and many of the local shoppers. My wife and her sisters always have some Kohls bucks they need to use!

    I assume other dept stores have similar rewards.

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    Quote Originally Posted by Paul View Post
    My wife and her sisters always have some Kohls bucks they need to use!
    Need, definitely need! LoL!

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    Quote Originally Posted by Paul View Post
    One of the most effective “reward” program I’ve seen is “Kohls Bucks”. Kohls is a mid price dept store. For every $ 50 you spend they give you a $ 10 certificate for your next purchase.

    Kohls happens to be convenient for me, so I do shop there. I wouldn’t go out of my way to go there just because of the reward. However, whenever I get my “reward” of $ 10 or $ 20 I feel compelled to go back to spend it. Again, because it is so convenient not because of the reward itself. So of course I go back, spend more than the reward and then get new rewards.
    Perfect example of exactly what the article is talking about.

    Too many times people get caught up in trying to make the offer or giveaway so spectacular in hopes that the offer itself will draw more users/customers instead of catering an offer to increase engagement...which in tune probably increases referrals.
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