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What is a Loyalty Programme?

The building of a loyal customer base using loyalty programmes is nothing new, with the first example being in 1793 where a merchant gave out copper tokens to his customers which could be exchanged for items in the shop. Whilst this might have been a solution to the lack of coins in circulation at the time, this is the first example of a modern loyalty programme and the practice soon caught on with many merchants adopting the practice throughout the 19th century.

Loyalty programmes continued to develop throughout the 19th and into the 20th century. Those of us of a certain vintage will remember Green Shield Stamps, these originated in the US in before being brought to Britain in 1953. They lasted until 1983 (barring a small revival from '87-'91).

With the advent of technology loyalty programmes have further developed Loyalty cards have now been replaced by apps meaning consumers are no longer frustrated by lost cards and giving merchants further insights into their customers.

For the small retailer, driving repeat business and gaining new customers in such a way may seem overly involved and require a large investment of the retailer's time but this is not the case with Receipts and Rewards. With monthly fees being similar in cost to a box of 100 printed loyalty cards, the solution is cost effective. Using either the merchant app or the Web portal, you can send messages and vouchers to your customers to bring them back to your shop and build a relationship with them. One of these ways would be for service providers if you have a last minute cancellation; you could offer a discount to your loyal customers thus deepening your relationship with them and earning you money on what would've been an empty seat. New customers are encouraged by the use of Google Reviews - by making it easy for you existing, loyal customers to leave reviews, your presence in search engines and on Google Maps will lead to new customers beating down your door.

The Benefits of Loyalty Programmes for Customer Retention
increased customer lifetime value

Why Loyalty Programmes Matter:

  • Boost Customer Lifetime Value: Rewarding repeat customers increases their lifetime spend.
  • Reduce Churn: Exclusive rewards and recognition make customers choose you again and again.
  • Build Emotional Connections: Personalized offers and milestones transform transactions into relationships.
  • Create Brand Advocates: Regular engagement fuels referrals, reviews, and word-of-mouth growth.
reduced churn rate

Types of Loyalty Programmes (Accessible and Insightful):

  • Point-Based: Customers earn and redeem points (e.g., Starbucks Rewards).
  • Tiered: Unlock higher-value benefits as customers move up (e.g., Sephora Beauty Insider).
  • Cash-Back: Offer tangible return on purchases (e.g., Rakuten).
  • Gamified: Use badges, challenges, or levels to make loyalty fun (e.g., Nike Training Club).
stronger emotional connection

Creating a Successful Programme (Best Practices):

  • Know Your Audience: Tailor rewards to what your customers truly value.
  • Offer Desirable Rewards: From discounts to experiences—make the effort feel worthwhile.
  • Keep It Simple: Easy sign-up, tracking, and redemption drive participation.
  • Personalize the Experience: Send custom offers for birthdays, purchase history, or engagement.
  • Promote It: Use email, website, and social media to spread the word—and inspire loyalty.
  • Track and Improve: Monitor engagement, redemption, and CLV—then adapt for continuous improvement.
  • Stay Fresh: Refresh rewards, tiers, or experiences over time to maintain excitement.
increased engagement and brand advocacy

How Receipts and Rewards Elevates Loyalty:

  • Low-Cost, High-Value: As affordable as a box of printed cards—with powerful digital features.
  • Use It Where It Counts: Send instant offers—like a last-minute discount—to fill gaps and deepen loyalty.
  • Fuel Reputation and SEO: Encourage reviews for visibility in search and maps.

Ready to build loyalty that lasts—without breaking the bank? Sign up now or contact us.

Conclusion: Loyalty Programmes as a Powerful Retention Tool

Loyalty isn’t optional—it’s vital. With thoughtful rewards and genuine engagement, your customers stay—and spend—longer. Let Receipts and Rewards help you design loyalty that matters.

Ready to start building your loyalty programme?