There are a multitude of third-party vendors today providing small businesses with loyalty services that enable merchants to increase in-store traffic and ultimately boost sales. Increasing sales is the name of the game for small business owners. There’s nothing wrong with that. But the manner in which today’s current loyalty programs go about it is not designed with the consumer’s best interests in mind.
The Purpose of Village Vesl’s Community Loyalty
Loyalty shouldn’t be a one-dimensional relationship that skews entirely in the favor of the small business owner. The consumer’s interests should also be considered. Before a ‘loyal’ customer is recognized in today’s oversaturated loyalty market, the business owner wants to know ‘How many visits did this customer make to my store?’ and ‘How much money did I make from this customer?’ Reasonable concerns but not necessarily building blocks in a long-term relationship.
In addition to the obvious benefit of your loyalty program being offered by a fellow local business owner (you) rather than a third-party vendor concerned more about massive scale than your individual community, your Village Vesl loyalty program puts the consumer on a level playing field with the small business owner. Rather than each business owner operating in a silo in which only his individual concerns are addressed, Community Loyalty creates a network of local businesses whose participation in your program creates unprecedented convenience for consumers.
In order to participate in a typical loyalty program, a consumer might have to carry around a punch card provided by the small business, install an app unique to a given business or loyalty vendor, or provide the business with his or her email address or mobile phone number. One or more of these requirements would then have to be multiplied by the number of loyalty programs a consumer participates in. That’s a lot of work.
Your Community Loyalty program simplifies all of this. Consumers can now install a single mobile app and enjoy loyalty across the community. Convenience becomes a benefit in the long-term relationship that exists between a consumer and all participating businesses. The dynamic shifts from one-to-one to one-to-many. And the advantages to the business are obvious as well:
Minimal cost. No more punch cards or point-of-sale integration headaches. No collecting of consumer information required.
And the ultimate benefit for all is the building of commerce across the community. While Business A promotes in his store the loyalty program he’s running on your service, Business B benefits from the consumers Business A has turned on to the service. This goes on and on across each participating business. Ultimately, it comes back to the consumer, who can now pick and choose which loyalty programs he participates in, and do so in the most convenient way possible – with a single app that does all the work for him.