Mar 27, 2024

Developing a rewards program

I don’t know about you, but I don’t know that I need another rewards card in my wallet. Seems like every business has some sort of rewards program.

Why? Because they work.

Consider developing a rewards program rather than giving discounts. Discounts don’t build relationships. In the world of farm markets, building a loyal customer base is essential for long-term success. A well-designed rewards program can be a game-changer, encouraging repeat business and fostering lasting connections with your customers.

Know your customers

Understanding your customers is the foundation of a successful rewards program. Conduct surveys, analyze your point-of-sale data and engage with customers to gain insights into their preferences and buying habits.

Tailoring your program to meet their specific needs ensures relevance and effectiveness. This insight will serve as the foundation for a rewards program that resonates with your community.

Set clear objectives

Define the goals of your rewards program. Whether it’s increasing customer retention, boosting average transaction value, or promoting specific products, having clear objectives will guide the design and implementation of your program.

Designing the rewards program

Consider different types of rewards that align with your farm market’s offerings. Options include discounts, free products, exclusive access to events, or early access to new produce items. Keep the program simple and easy to understand to encourage widespread participation.

After a snowstorm hit the region, one market posted on social media: “SNOW DAY SPECIALS: Double  Stamps on your Loyalty Card with every Specialty Latte Purchase. Don’t have a card yet? Just ask!”

Communication and promotion

Effectively communicate your rewards program to customers. Use various channels such as social media, email newsletters and in-store signage. Craft engaging promotional materials that highlight the benefits of the program and create excitement among your customer base.

Implementation

Launch your rewards program with a clear plan in place. Use technology, such as loyalty cards or mobile apps, to streamline the process. Ensure that your staff is well-trained to explain the program to customers and provide a seamless experience.

Monitoring and adjusting

Regularly monitor the performance of your rewards program. Collect feedback from customers to understand their experiences and preferences. Be open to making adjustments to the program based on the data collected, keeping it fresh and appealing.

Developing a rewards program for your farm market is a strategic investment in customer loyalty. By understanding your customers, setting clear objectives, designing an attractive program and effectively implementing and monitoring it, you can create a sustainable initiative that benefits both your customers and your business.

Brian Moyer is an educational program associate with Penn State Extension. As founder of PA Farm Markets LLC and founder and manager of the Skippack Farmers Market, Moyer specializes in assisting farmers markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.