HOW CAN YOU GAIN A HEADSTART IN THE QUEST FOR LOYALTY
Incentives – that’s how.
A study was done at a carwash agency. The staff handed out 300 loyalty cards to people.
Every time a customer came in for a carwash the loyalty card would be stamped and this moved them toward a free carwash.
But there were 2 types or cards.
On one, eight stamps were required for a free car wash. There were no stamps attached.
On the other card, 10 stamps were required, but two stamps were already affixed. This meant that both cards needed 8 stamps.
Now here’s the interesting point. The second group with 2 stamps already affixed felt well on way to receiving the reward.
Only 19% of 8 stamp people came back. 34% of 10 stamp clients did.
Reframing a programme as one that has started but is incomplete, rather than one that has just begun means people feel more motivated to complete it. The closer people get to achieving the reward the more effort they put in.
People more likely to stick with programme and tasks if you can offer them some evidence of how they’ve already made progress toward completing them.