A loyalty scheme is a great way to encourage customers to keep coming back. It provides customers with incentives, discounts, and shows that you value their continued support.
But if you’re new to loyalty schemes, knowing how to set one up and what type of loyalty scheme to offer can be tricky.
Well, don’t worry — we’re here to clear things up and help you launch a successful loyalty programme.
In this article, we’ll explain what customer loyalty schemes are, why they matter, and how to set-up your own programme on popular delivery platforms like Deliveroo, JustEat, and Uber Eats.
What exactly is a customer loyalty scheme?
A customer loyalty scheme (also known as a customer loyalty programme or a rewards programme) is a method that businesses use to reward and keep customers coming back.
Think of it like a special club where customers get bonuses for staying loyal. When customers make repeat purchases or choose a particular brand, they receive rewards like discounts, points, exclusive access to promotions, or free food and drinks.
The goal is to make customers happy, to keep them buying from you, and to make them feel special.
What are the benefits of customer loyalty schemes?
Let’s take a quick look at some of the benefits of using a loyalty scheme.
- Boost customer retention: When customers know they can earn points, discounts, or exclusive perks by staying loyal, they’re more likely to keep coming back. In fact, a survey from Yotpo found that 83% of respondents said belonging to a loyalty program influences their decision to buy again.
- Differentiate yourself from competitors. When you’re operating in a competitive area, a loyalty scheme can help you stand out from the crowd and encourage potential customers to order from you. For example, let’s say you want to order a pizza. There are two pizza places to choose from, and one of them offers a loyalty scheme that allows you to collect points and get a free pizza in the future. We know which pizza place we’d pick!
- Learn more about your customers: Loyalty schemes help you learn more about your customers. For example, you can see which items are popular with different customers. As a result, you can provide personalised offers to encourage customers to keep buying and give them a better experience.
Now, let’s walk through how to set-up loyalty schemes on popular food-delivery apps, starting with Uber Eats.
How to create a loyalty scheme on Uber Eats
Uber Eats makes it easy for food operators to launch a loyalty scheme. You have to have a live account to set it up, and at the end of the month you’ll get a report with all your performance metrics from the scheme.
Here are the steps you’ll follow to launch the scheme:
- Log in to the Uber restaurant hub (also known as the Uber Eats manager)
- Click the "marketing" tab on the left sidebar
- Select "create a loyalty programme
- Choose the type of programme you want to use:
- Order-based: Customers earn rewards after ordering a certain number of times
- Spend-based: Customers earn rewards after spending a certain amount of money
- Choose your earning criteria from:
- The number of orders a customer has to place to get their reward
- The amount of money they have to spend to get their reward
- Select the credit that your customer can use when they meet your loyalty scheme criteria
- Submit your loyalty scheme to go live
You can find out more about how to set-up a loyalty programme with Uber Eats in their detailed step-by-step instructions.
How does it work for customers?
When customers place an order through Uber Eats, their account will automatically track their spending to figure out which rewards they should get. If your loyalty scheme offers points, Uber Eats will automatically credit the customer account.
How to create a loyalty scheme on Just Eat
Just Eat runs a single loyalty scheme, meaning you sign up to participate in the same loyalty scheme as other participants.
The scheme works by allowing customers to collect stamps when ordering from participating restaurants. Each stamp is worth 10% of the order’s value. After they place five orders with your restaurant, they unlock a discount for the sixth order.
Here’s how you join the scheme:
- Log into Just Eat’s Partner Centre
- Find the “offers” section
- Select “StampCards”
- Review the program details
- Review and agree to the terms and condition
And that’s it! After agreeing to the terms and conditions, you’re signed up with stamp cards.
You can find out more about the loyalty scheme in Just Eat’s Stamp Card FAQs.
How does it work for customers?
Customers collect stamps whenever they make a purchase. These stamps are saved on a digital Just Eat stamp card that can be used to reclaim discounts for future orders. Their discounts are automatically applied when they make the order, so it’s easy for them to claim it.
How to create a loyalty scheme on Deliveroo
Similarly to Just Eat, Deliveroo runs a rewards scheme with a digital stamp card program. The scheme works by giving customers “stamps” every time they place a qualifying order over £15. They must make another two similar orders within 30 days to earn a reward.
Once customers have completed their stamp card (with 3/3 stamps), they have 30 days to redeem a £6 discount.
Here’s how you can sign up for the scheme:
- Login to the Deliveroo Restaurant Hub
- Head to the “marketer” section
- Click ‘join rewards now’
- Choose which of your sites you'd like to participate in the program
Take a look at the frequently-asked questions about rewards to find out more about the Deliveroo reward card.
How does it work for customers?
It’s easy for customers to claim rewards with Deliveroo’s loyalty programme. The system automatically tracks their stamps and applies the relevant discounts at checkout.
Deliveroo customers can also sign up for a Plus subscription, which is their membership programme. It gives customers free delivery when they spend over a certain amount. Plus customers are entitled to an £8 discount when they fill their stamp cards, which is £2 more than non-Plus customers.
Customers pay a monthly subscription fee in return for unlimited free delivery over a specified minimum order value.
Work with Peckwater Brands to reach more customers
If you’re considering launching a loyalty scheme, chances are you’re thinking about ways to increase your income.
This is where launching a virtual brand comes in handy.
With our virtual brands, you can reach more customers, receive hundreds more delivery orders, and cut through the noise of other food operators in your local area.
To find out more about transforming your business and launching a virtual brand, get in touch with the team at Peckwater Brands. We help kitchen operators across the country to increase your restaurant revenue every month from their existing kitchen!
