In July, Tru Earth, a brand that sells laundry detergent sheets, launched an interactive loyalty program. As part of this, it held a 30-day “Plastic Free July” challenge and asked customers to post a photo of a time they used non-plastic products over plastic ones. In exchange, customers got points they could swap for discounts.
Tru Earth’s program is emblematic of a bigger shift occurring in the loyalty space. Customers are used to loyalty schemes like “buy nine coffees and get the 10th free” or “earn one point per dollar and redeem 100 points for $5 off.” Now, new types of programs are cropping up that are more focused on experiences, VIP invitations and emotional ties to a brand’s mission.
Unlike tit-for-tat transactional programs, these experiential rewards programs more closely intertwine with a brand’s value proposition or wider purpose — something marketing agencies say is key for resonating with millennials and Gen Z.
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