Choose the desired behavior
A loyalty program can encourage returns, the purchase of another range or recommendation. Choose a single measurable goal. If customers are already repurchasing without an incentive, a systematic discount can reduce the margin without changing their behavior.
Do a simple calculation
On a typical product, note price, purchase cost, delivery or preparation, then the margin available before reward. Simulate ten customers: how many must return once again to finance the benefits distributed? Use your own numbers. A vague promise of accumulated points helps neither the customer nor the follow-up.
Write readable rules
Explain when points are acquired, their possible duration, exclusions and how to view the balance. Test the journey on mobile, at the checkout and after a product return. Track repeat purchases by participants and a comparable group without automatically attributing any differences to the program.
Source: https://www.economie.gouv.fr/dgccrf/les-fiches-pratiques.
