Aleksandra Velkova on February 08, 2022
Point redemption is the most important metric showing how well your loyalty program is performing. It tells you whether customers are engaging with your rewards offer and whether it’s of any value to them.
If customers sit on their points and rarely spend them, it can mean that there’s something wrong with the rewards and they simply don’t find the value to be worth the effort.
Also, unredeemed points represent a liability for your business which you want to avoid.
A good place to start analyzing point redemption is to calculate your point redemption rate.
How do you calculate the point redemption rate of your program?
Simply apply the following formula:
PR = total points redeemed / total points earned
This number should be higher than 20%.
If it’s lower than 20%, it means you need to rethink the point redemption strategy and tweak your offer to motivate people to spend their points.
This guide shares 7 tactics you can try to increase your point redemption rate.
The most effective way to motivate customers to spend their points is to set a point expiration period. It may sound a bit cruel to take away points from customers, but when there’s an expiration date, customers are prompted to use them because of the fear of losing something they’ve earned. After all, nobody wants to throw away a discount.
Bonus tip: Make sure point expiration is clearly communicated to customers. Wherever you’re displaying their point balance, make sure there’s a reference to the expiration date. This can be in their My account page, in the program widget or even in email marketing communications.
2. Rewards expiration
Another common scenario merchants experience with point redemption is when customers spend points to obtain a reward but don’t actually use it. So now, instead of points, customers have discounts sitting in their account. This is not good for your repurchase rate, nor the point redemption rate.
To motivate customers to use their rewards, try setting up a reward expiration date. The fear of missing out on a good discount will prompt customers to take action and place that next order.
If you’re worried that this may not be the best customer experience, you don’t have to apply an expiration date to all rewards you offer in your program. Think of this as a push tactic for specific actions, such as prompting VIP users to use their welcome reward in a given time period.
Or another example would be to set an expiration date on a super attractive reward aimed at increasing average order value, like “$25 off of orders over $100 - expiring in 10 days"
Bonus tip: Don’t forget to promote reward expiration as well. Make sure people are able to see this clearly everywhere they communicate with their rewards - in the program widget, in email marketing communications.
3. Reward available notification
Don’t assume customers know what rewards they hold in their accounts and when they expire. Instead, make it a point to remind them of their assets. A reward available notification will motivate customers to come back to your e-store and check their account.
Moreover, if you’ve enabled reward expiration too, your notification should indicate that as well to inspire prompt action.
4. Offer experiential rewards
Another tactic to experiment with to increase point redemption rate is to offer experiential rewards. This type of reward is attractive to both customers and merchants for a few reasons.
Experiences tap into the emotional side of shopping and give people the sense that they’re getting something more from a brand than a discount. Essentially they’re inspired to spend their points because of how the reward they get makes them feel. Popular examples of this type of rewards are donations to a charity, invitation to a class, call from a specialist in the industry.