Did you know that over 90% of companies (Accenture) have some form of loyalty program? And it's no wonder: a 5% increase in customer retention produces more than a 25% increase in profit. (Bain & Company)
For cultural institutions like museums, zoos, and historic houses, the stakes are even higher. It's not just selling products: it's about offering experiences and a connection to history, art, nature, and beyond. So, why not turn that fleeting visitor love into a long-lasting relationship?
The good news is that loyalty programs exist, and they're not exclusive to retail giants; they come in various shapes and sizes, each responding to a specific market need and highly customizable to your specific audience.
Let’s review the four main categories, what some best practices are when implementing a loyalty program, and insightful customer loyalty examples from diverse industries that can help your brand enhance customer loyalty and drive revenue! Let’s begin.
Loyalty Program Examples and Types
Points Programs
Points programs are simple and effective. They’re designed to reward repeat visits and engagements. Visitors earn points for activities, which can be redeemed for all kinds of rewards. The best part? These programs cater to what most customers want.
⭐Best Practice: Set reachable rewards
The easiest way to bore your clients is by setting unattainable goals. High targets are great for long-term efforts. Just make sure numerous smaller, more attainable rewards guide them along the way.
Loyalty program example #1: Starbucks Rewards
Coffee is a morning staple around the world, but now, thanks to Starbucks, it is possible to turn coffee money into points that can be converted into more coffee.
This system provides a convenient and easy way for customers to earn rewards while allowing Starbucks to collect valuable data on customer preferences. By analyzing this information, from favorite drinks to seasonal trends, Starbucks can tailor its rewards to match customer habits better.
2. Tier Programs
Tier programs elevate loyalty to new heights. They offer progressively better rewards as visitors move up the ranks, creating a sense of prestige and exclusivity. It’s about making visitors feel special, valued, and part of an elite club.
⭐Best Practice: Explore New Possibilities!
Let creativity guide the next set of rewards that stand out in the industry. Take advantage of the gathered data your memberships offer and give people new reasons to become advocates, supporters, and friends of your business.
Loyalty program example #2: Uber Rewards
Uber has excelled in dominating the ridesharing market: cars, food, boats, and even helicopters. As an Uber Rewards member, you accumulate points for every eligible dollar spent on rides and Uber Eats orders. Accumulating more points elevates your membership level, unlocking additional rewards and benefits.
3. Paid Programs
Paid loyalty programs take a different approach. Members pay a fee for enhanced benefits, generating immediate revenue and ensuring a committed base of loyal supporters. It’s a win-win: institutions get financial support, and members receive premium experiences.
⭐Best Practice: Avoid Spam at all Costs.
One of the top reasons people opt out of programs and subscriptions is feeling overwhelmed with information. Taking care of your audience has many shapes, but an avalanche of messages is not one of them.
Loyalty program example #3: Top Cultural Institutions Across the World!
Brown Cathedral at the Natural History Museum, London by Claudio Testa
This is the most popular brand loyalty example out there for museums, zoos, aquariums, landmarks, and similar organizations. These programs offer premium benefits both within and beyond the museum's facilities. Members can enjoy exclusive discounts, free entries to special events, and complimentary passes for activities such as films or guided tours.
Donors are organized in raking systems according to the cost of each membership; this is not to be confused with the customer program example from above because these rankings are not cumulable like tier programs intend.
4. Value-based Programs
Value-based programs align with visitors' values and support the institution's mission. They often involve donations toward charities or welfare programs for minorities. They strengthen the emotional connection between visitors not by rewarding them directly but by benefiting society, turning casual visitors into passionate advocates.
⭐Best Practice: Promote Your Loyalty Program
Stay on top of communications –not just emails or push notifications. Use real-life channels to let people know how your institution is helping the world become a better place: put stickers or QR codes on location and train your staff to share the news with visitors and be enthusiastic about it.
Loyalty program example #4: Philadelphia Museum of Art & Children’s Museum in Indianapolis
Philadelphia Museum of Art. Source: Daniel Bernard
In Philadelphia, the museum partnered with the Fleisher Art Memorial to offer members discounts on classes and workshops. This partnership aligns with Fleisher’s mission to make art accessible to everyone, regardless of economic means, background, or artistic experience. It's a value-driven approach that resonates deeply with members.
The Children’s Museum of Indianapolis offers free memberships to Indiana Foster Families through a partnership with the Department of Child Services. This initiative supports foster families and ensures that all children have access to educational adventures, fostering a sense of inclusivity and community.
The Bestest Practice 🌟
According to the Loyalty One Report, 56% of customers want loyalty programs that are easy to use, 50% that offer relevant rewards, and 43% that are trustworthy. To ensure your brand loyalty program checks all your customers’ boxes, read the Member Motivations Study™, a comprehensive guide developed by FIVESEED in collaboration with Cuseum.
The findings shed light on the diverse reasons people join membership programs. They aim to inspire new and more meaningful ways of thinking about relationship-building based on personal preferences, leveraging the power of data and all the new digital solutions we have at hand.
The Bigger Picture: Transforming Love into Loyalty
“Tribute to Woman of the World” Mosaic on Pachuca de Soto, Mexico by Héctor Achautla
These loyalty program examples in cultural institutions show how they can be much more than just a collection of perks and discounts. They enhance the creation of meaningful connections, foster community, and enhance the visitor experience.
So, it’s time to open up to the endless opportunities points, tiers, paid memberships, or value-driven programs offer for community growth and engagement. Take these customer loyalty examples and feel encouraged to transform occasional visitors into committed, passionate members who feel valued and appreciated.
After navigating all the brand loyalty examples and best practices, are you ready to turn visitor love into long-lasting membership? Cuseum has got you! Our mission is to help you foster an engaged and supportive visitor community through tech solutions.
Here's how:
Powerful Insights: Understand your most digitally active users and explore member behavior and activity.
White Label: Our adaptable platform prioritizes your brand, ensuring a sleek, uncluttered interface that keeps you front and center.
Quick Set-up: Get started effortlessly. There is no need for third-party apps, lengthy procedures, custom development, or anything else.
Learn what your organization can achieve with Cuseum’s Loyalty & Rewards solutions.
Feel inspired yet? Our team is ready to talk about how to transform your visitors’ love into loyalty. Request a demo now.