{"id":5442,"date":"2023-03-23T12:52:59","date_gmt":"2023-03-23T12:52:59","guid":{"rendered":"https:\/\/morfin.io\/?p=5442"},"modified":"2023-12-21T14:54:02","modified_gmt":"2023-12-21T14:54:02","slug":"loyalty-programs-are-they-good-and-how-do-we-make-them-fun","status":"publish","type":"post","link":"https:\/\/morfin.io\/ro\/loyalty-programs-are-they-good-and-how-do-we-make-them-fun\/","title":{"rendered":"Cum s\u0103 \u00cembun\u0103t\u0103\u021be\u0219ti Programul de Loialitate"},"content":{"rendered":"<h3>Introduction: Loyalty programs<\/h3>\r\n<h4><span style=\"color: #808080;\">Programele de loialitate sunt un instrument popular de marketing folosit de afaceri pentru a recompensa clien\u021bii pentru cump\u0103r\u0103turi. Aceste programe ofer\u0103 de obicei reduceri, promo\u021bii speciale sau alte beneficii pentru clien\u021bii care fac achizi\u021bii repetate. De\u0219i programele de loialitate pot fi eficiente \u00een p\u0103strarea clien\u021bilor, ele au fost, de asemenea, criticate pentru a fi ineficiente, costisitoare \u0219i plictisitoare. Deci, programele de loialitate pot fi benefice? \u0218i cum le putem face mai distractive?<\/span><\/h4>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/lh4.googleusercontent.com\/7rmLEvlg4AhPjf4qs78vAt9EOL-1DoVONAytB52_FI-EQlebE1aZB8XAMtulhDo4OfQZZZm5vNnUDWzQVHMWBnVB90lDLzJcidQaatceWbOMZAvBy94qYRok-zPTIETS3aD4k0jAz2n3Jg6mbl9_kn0\" alt=\"loyalty programs\" width=\"220\" height=\"220\" \/><\/figure><\/div>\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h3><strong>Beneficiile programelor de loialitate<\/strong><\/h3>\r\n\r\n\r\n\r\n<h4><span style=\"color: #808080;\">Cercet\u0103rile au ar\u0103tat c\u0103 programele de loialitate pot fi eficiente \u00een cre\u0219terea reten\u021biei de clien\u021bi \u0219i generarea de v\u00e2nz\u0103ri repetate. Potrivit unui studiu realizat de Accenture, clien\u021bii care sunt membri ai unui program de loialitate sunt mai predispu\u0219i s\u0103 recomande un brand \u0219i s\u0103 fac\u0103 achizi\u021bii repetate (Accenture, 2013). Un alt studiu realizat de Harvard Business Review a constatat c\u0103 clien\u021bii care sunt membri ai unui program de loialitate cheltuie \u00eentre 12-18% mai mult pe an dec\u00e2t non-membrii (Harvard Business Review, 2014).<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">\r\n\r\n<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">\u00cen plus, programele de loialitate pot ajuta, de asemenea, afacerile s\u0103 colecteze date valoroase despre clien\u021bii lor. Aceste date pot fi utilizate pentru a personaliza mesajele de marketing \u0219i pentru a \u00eembun\u0103t\u0103\u021bi experien\u021ba clien\u021bilor.<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">\r\n\r\n<\/span><\/h4>\r\n<h4>\u00a0<\/h4>\r\n\r\n\r\n\r\n<h3><strong>Dezavantajele programelor de loialitate<\/strong><\/h3>\r\n\r\n\r\n\r\n<h4><span style=\"color: #808080;\">\u00cen ciuda beneficiilor programelor de loialitate, exist\u0103 \u0219i c\u00e2teva dezavantaje. Una dintre cele mai mari critici este c\u0103 pot fi costisitoare pentru implementare \u0219i mentenan\u021b\u0103. Afacerile trebuie s\u0103 investeasc\u0103 \u00een tehnologie, personal \u0219i recompense pentru a face programul s\u0103 func\u021bioneze, iar costurile pot cre\u0219te rapid.<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">\r\n\r\n<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">Un alt aspect negativ al programelor de loialitate este c\u0103 pot fi plictisitoare. Multe programe de loialitate ofer\u0103 acelea\u0219i recompense \u0219i stimulente pe care clien\u021bii le-au mai primit, ceea ce poate duce la o lips\u0103 de implicare \u0219i interes.<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">\r\n\r\n<\/span><\/h4>\r\n<h4>\u00a0<\/h4>\r\n\r\n\r\n\r\n<h3><strong><span style=\"color: #01d2ba;\"><em><a style=\"color: #01d2ba;\" href=\"https:\/\/morfin.io\/ro\/\">Gamificarea<\/a><\/em><\/span> as a Solution<\/strong><\/h3>\r\n\r\n\r\n\r\n<h4><span style=\"color: #808080;\">One solution to the boredom problem is <em><span style=\"color: #01d2ba;\"><a style=\"color: #01d2ba;\" href=\"https:\/\/morfin.io\/ro\/morfin-studio\/\">gamification<\/a><\/span><\/em>. Gamification is the process of adding game-like elements to non-game activities, such as loyalty programs. By incorporating elements such as challenges, rewards, and leaderboards, businesses can make loyalty programs more engaging and fun for customers. Smart technology has become an integral part of the upbringing of Millennials and Gen Z, making them a prime target for businesses. However, these age groups are known for having a noticeably short attention span, which means that relying solely on conventional loyalty features is unlikely to be effective.<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">\r\n\r\n<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">Un exemplu de afacere care a \u00eencorporat cu succes gamificarea \u00een programul s\u0103u de loialitate este <em><span style=\"color: #01d2ba;\"><a style=\"color: #01d2ba;\" href=\"https:\/\/www.starbucks.com\/\">Starbucks<\/a><\/span><\/em>. Programul Starbucks Rewards permite clien\u021bilor s\u0103 c\u00e2\u0219tige puncte pentru achizi\u021bii, iar ace\u0219tia le pot r\u0103scump\u0103ra pentru b\u0103uturi, m\u00e2ncare \u0219i alte recompense gratuite. Programul include \u0219i provoc\u0103ri, cum ar fi \"Star Dashes\", care \u00eencurajeaz\u0103 clien\u021bii s\u0103 fac\u0103 achizi\u021bii suplimentare pentru a c\u00e2\u0219tiga puncte bonus.<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">\r\n\r\n<\/span><\/h4>\r\n<h4><span style=\"color: #808080;\">Dar nu toate programele de loialitate gamificate trebuie s\u0103 fie \"earn and burn\". <em><span style=\"color: #01d2ba;\"><a style=\"color: #01d2ba;\" href=\"https:\/\/www.farfetch.com\/\">Farfetch<\/a><\/span><\/em> utilizeaz\u0103 un program bazat pe nivele. \u00cen func\u021bie de nivelul la care esti, po\u021bi beneficia de diferite avantaje, cum ar fi transport gratuit, v\u00e2nzare privat\u0103 pentru membri, stilizare personal\u0103 etc.\u00a0<\/span><\/h4>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h3 class=\"has-text-align-left\"><strong>Now let me give you some more facts:<\/strong><\/h3>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<h4><span style=\"color: #808080;\">\u00centr-un articol, Gabe Zichermann (omul vorbe\u0219te mult despre gamificare; a scris c\u0103r\u021bi despre asta; TedTalks; tot ce trebuie; este un expert) spune c\u0103 achizi\u021bionarea de clien\u021bi poate fi <a style=\"color: #808080;\" href=\"https:\/\/www.huffpost.com\/entry\/gamification_b_2516376\"><em><span style=\"color: #01d2ba;\">raised by 700%<\/span> <\/em><\/a>printr-un sistem gamificat (Zichermann, 2013).<\/span><\/h4>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<h4><span style=\"color: #808080;\">You-kay Chou (un alt expert \u00een gamificare) vorbe\u0219te \u00een articolul s\u0103u despre cum <em><span style=\"color: #01d2ba;\"><a style=\"color: #01d2ba;\" href=\"https:\/\/www.forbes.com\/sites\/scottdavis\/2012\/06\/21\/getting-apps-right-how-dominos-is-beating-the-odds\/\">Domino's Pizza a creat aplica\u021bia de jocuri Pizza Hero \u0219i a crescut veniturile din v\u00e2nz\u0103ri cu 30% prin l\u0103sarea clien\u021bilor s\u0103-\u0219i creeze propria pizza cu o aplica\u021bie<\/a><\/span><\/em>. He also talks on how Teleflora gamified its store with a social engagement scheme offering points for actions, increasing traffic from Facebook by 105% and conversion rates by 92% (Chou, 2020).<\/span><\/h4>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<h4><span style=\"color: #808080;\">Cu un concurs de 2 s\u0103pt\u0103m\u00e2ni, Lawley Insurance<em><span style=\"color: #01d2ba;\"><a style=\"color: #01d2ba;\" href=\"https:\/\/www.slideshare.net\/leveleleven\/lawley-pipeline-and-actvty-log-contest-presentation\"> a \u00eenchis mai multe v\u00e2nz\u0103ri<\/a><\/span><\/em> dec\u00e2t \u00een cele 7 luni anterioare combinate (Engelhardt, 2012).<\/span><\/h4>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<h4><span style=\"color: #808080;\">Un sistem gamificat <em><span style=\"color: #01d2ba;\"><a style=\"color: #01d2ba;\" href=\"https:\/\/www.marketingsherpa.com\/article\/case-study\/bold-strategy-in-conservative-industry\">poate cre\u0219te vizitele pe site-uri web cu 108,5%<\/a><\/span><\/em>, and can see a conversion rate of 9.38%. (Kirkpatrick, 2011)<\/span><\/h4>\r\n<\/li>\r\n<\/ul>\r\n<h4><span style=\"color: #808080;\">\r\n\r\n<\/span><\/h4>\r\n<h4>\u00a0<\/h4>\r\n\r\n\r\n\r\n<h3><strong>Concluzie<\/strong><\/h3>\r\n\r\n\r\n\r\n<h4><span style=\"color: #808080;\">Programele de loialitate pot fi eficiente \u00een cre\u0219terea reten\u021biei de clien\u021bi \u0219i generarea de v\u00e2nz\u0103ri repetitive, dar pot fi \u0219i costisitoare \u0219i plictisitoare. Gamificarea este o solu\u021bie la problema plictiselii, deoarece poate face programele de loialitate mai interesante \u0219i distractive pentru clien\u021bi \u0219i posibil solu\u021bie \u0219i pentru problema bugetului. Prin \u00eencorporarea elementelor asem\u0103n\u0103toare cu cele din jocuri, afacerile pot cre\u0219te implicarea, loialitatea \u0219i satisfac\u021bia clien\u021bilor. <span style=\"color: #01d2ba;\"><a style=\"color: #01d2ba;\" href=\"https:\/\/review42.com\/resources\/gamification-statistics\/\">93%<\/a><\/span> din speciali\u0219tii \u00een marketing declar\u0103 c\u0103 iubesc gamificarea cu un motiv, nu-i a\u0219a? (Georgiev, 2020)<\/span><\/h4>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/lh5.googleusercontent.com\/49xZxb-78zc_AD0LSrnTM7pDnvs2VbeXM8vruw9PehveY4udby4_ZWl-zP_xn0NGRO6mPcK0PWvqXLkgoRZfZCrOO-s7AqKfaA52DCN4bTTVqFAYN-hp4UDYhWHedEmsKsJoJX0Kbr0Lp2ag1IGVUPg\" alt=\"loyalty programs\" width=\"480\" height=\"264\" \/><\/figure><\/div>\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h3><strong>Surse<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Accenture. (2013). The Accenture Global Consumer Pulse Survey.<\/p>\r\n\r\n\r\n\r\n<p>Chou, A.Y. (2020). <em>A Comprehensive List of 90+ Gamification Cases with ROI Stats<\/em>. [online] Yu-kai Chou: Gamification &amp; Behavioral Design. Available at: <a href=\"https:\/\/yukaichou.com\/gamification-examples\/gamification-stats-figures\/\">https:\/\/yukaichou.com\/gamification-examples\/gamification-stats-figures\/<\/a>.<\/p>\r\n\r\n\r\n\r\n<p>Engelhardt, Tom, LevelEleven (2012). <em>Sales Gamification Case Study: Lawley Insurance<\/em>. [online] Available at: <a href=\"https:\/\/www.slideshare.net\/leveleleven\/lawley-pipeline-and-actvty-log-contest-presentation\">https:\/\/www.slideshare.net\/leveleleven\/lawley-pipeline-and-actvty-log-contest-presentation<\/a><\/p>\r\n\r\n\r\n\r\n<p>Georgiev, D. (2020). <em>Top Gamification Statistics of 2020: Next Level Gaming<\/em>. [online] Review42. Available at: <a href=\"https:\/\/review42.com\/resources\/gamification-statistics\/\">https:\/\/review42.com\/resources\/gamification-statistics\/<\/a><\/p>\r\n\r\n\r\n\r\n<p>Harvard Business Review. (2014). The Value of Keeping the Right Customers. Retrieved from<a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\"> https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers<\/a><\/p>\r\n\r\n\r\n\r\n<p>Kirkpatrick, David, MECLABS, content: M., design: Scott McDaniel, code: Steve Beger (2011). <em>B2B Gamification: Bold strategy in conservative industry increased website visits 108.5%<\/em>. [online] MarketingSherpa. Available at: <a href=\"https:\/\/www.marketingsherpa.com\/article\/case-study\/bold-strategy-in-conservative-industry\">https:\/\/www.marketingsherpa.com\/article\/case-study\/bold-strategy-in-conservative-industry<\/a><\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.huffpost.com\/author\/gabe-zichermann\">Zichermann<\/a>, Gabe, HuffPost. (2013). <em>Gamification: The Hard Truths<\/em>. [online] Available at: https:\/\/www.huffpost.com\/entry\/gamification_b_2516376.<\/p>","protected":false},"excerpt":{"rendered":"<p>Introduction: Loyalty programs Loyalty programs are a popular marketing tool used by businesses to reward customers for their continued patronage. These programs typically offer discounts, special promotions, or other incentives to customers who make repeat purchases. While loyalty programs can be effective at retaining customers, they have also been criticized for being ineffective, costly, and &#8230;<\/p>","protected":false},"author":3,"featured_media":7099,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[231],"tags":[234,64,82,232,233],"class_list":["post-5442","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loyalty","tag-customer-engagement","tag-gamification","tag-gamification-platform","tag-loyalty-program","tag-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Loyalty Programs: Are they Good? 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