Here is the “Proof” – The Winning Attributes of a Customer Loyalty Program?

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Troon Golf has an exciting program.  Courses in their portfolio are ranked from one to six.  Golfers receive one point for every dollar spent.    The redemption rates for free golf vary by the time of year.  For example, In Arizona, from January to mid-April, it logically requires more points to obtain a free round than during the oppressive heat of the summer.

Here is another program that I also thought was effective.

Proof Syrups makes the “Perfect Cocktail.”  Their website reads:

“You want to make the perfect cocktail.  But you don’t want the hassle of sugar cubes, citrus oils, bitters, simple syrup, and who knows what else…

Proof Syrup is here to elevate your bartending game and impress your guests in a few easy steps.  All you need is your favorite liquor, ice, and your choice of Proof Syrup to get the perfect tasting cocktail every time. So quick and easy that your biggest worry is garnish – so your guests think you were muddling away on their perfect cocktail.  Leave the complicated stuff to us.”

When you log onto their site, you are given a chance to spin the wheel for the possibility of a percentage discount, $10 off, free shipping, etc. as shown here.

What they are very effectively doing is providing you an incentive to enter your email to help build easily their customer base.

But that is only the beginning of building a positive customer relationship.  Like most customer loyalty programs, you can earn points for each dollar spent.  What Proof Syrup does uniquely, which I believe is so good, is that they provide the customer the opportunity to earn additional points based on referring a new customer, liking them on Facebook, following them on Instagram, etc.  The various ways of earning additional points are displayed below:

Note how the points, valued at $0.10 per point, vary based on the activity.  Referring a friend is worth $10, creating an account $2.75 while following them on Instagram earns you a $0.25 discount on a purchase.

Proof Syrup takes their loyalty program a step further creating bronze, silver, gold, and platinum tiers rewarding those that are most loyal by accelerating their ability to earn points based on dollars spent.

This tiered program is comparable to United Airlines that rewards their frequent fliers with bonus points based on the program status and dollars spent.

Golf course owners would be wise to adopt a comparable rewards program.  If you like Old Fashions, I would highly recommend you buy some Proof Syrup, make yourself a fabulous cocktail, and conjure up your own rewards program to enhance the loyalty of your customers and increase your revenue.


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