- When Amazon Prime launched,
some people questioned
if it was even a loyalty program.
And now, Amazon Prime is seen as one of
the most successful loyalty
programs of all time.
While your brand isn't Amazon,
there are lessons we can learn
when we look at Amazon Prime.
We're gonna talk about
that in today's video.
The first thing Amazon did with Prime
was they addressed their
users' biggest pain points.
Amazon didn't have brick-and-mortar stores
when they released
Prime, so shipping costs
and shipping thresholds
were major pain points
for their customers.
Amazon Prime alleviated those pain points.
When you think about your loyalty program,
are there pain points you can alleviate
for your customers with your program?
The next thing they did was they added
to their program over time.
Amazon added things like movies,
and music, and more to their programs.
As you think about your loyalty program,
what other benefits can you add over time?
This addition makes your customers feel
more engaged in your program,
it keeps your program more interesting,
and in the end it also
helps you prevent needing
a costly relaunch a
couple years down the line
when your program starts to feel stale.
The third thing Amazon did was
they added instant
benefits to their program.
When you shop at Amazon Prime,
you get that benefit every
time you shop with Amazon.
Customers don't want value
from your loyalty program
eventually, they want it now.
As you think about your program,
how do you add more
benefits that your customers
can feel every time they shop with you?
And the last thing is they created
a loyalty program so valuable
that their customers were
willing to pay for it.
It's all about balance.
When your customers join
a premium loyalty program,
they're making a bigger commitment
than they would if they're just giving you
their email address in
exchange for a coupon.
And for you, you get to
offer better benefits
that keep your customers coming back.
So to recap, the four
things that Amazon did
to make Amazon Prime successful
is they addressed their
users' biggest pain points,
they added to the program over time,
they used instant benefits,
and they created benefits so valuable
that people wanted to sign up
for their premium loyalty program.
Think about these four things
when you're thinking
about the benefits mix
for your loyalty program.
And if you're interested in learning more
about premium loyalty, visit
us at claruscommerce.com.
