For whom is this loyalty program KPI template?

Whether you're an established manager looking to reinvigorate your loyalty initiatives or a startup looking for the ultimate roadmap to loyalty program success, this loyalty program KPI template will equip you with the knowledge and tools you need to navigate key loyalty program metrics.

By tapping into your loyalty program KPIs, you can make informed decisions, optimize reward strategies, and build a customer-centric ecosystem that thrives on commitment.

In which industries are these loyalty KPIs more relevant?

Loyalty program KPIs are indeed relevant across various industries, but their impact and application can be particularly pronounced in business-to-consumer (B2C) sectors. These sectors often engage directly with large numbers of customers on a frequent basis, making the tracking and optimization of loyalty programs especially beneficial.

Key industries include:

Ecommerce

Online shops benefit greatly from loyalty programs as they help retain customers in a highly competitive market where switching costs for consumers are low. 

Examples: Amazon, eBay, and Alibaba. Online shops benefit greatly from loyalty programs as they help retain customers in a highly competitive market where switching costs for consumers are low.

Browse top examples of ecommerce loyalty programs.

Retail

Traditional brick-and-mortar stores utilize loyalty programs to improve customer retention and increase the frequency of visits. Tracking KPIs can help these businesses understand shopping behaviors and preferences.

Examples: Walmart, Macy's, and Best Buy. Traditional brick-and-mortar stores utilize loyalty programs to improve customer retention and increase the frequency of visits.

Browse top examples of retail loyalty programs.

Hospitality and travel

Hotels, airlines, and related services use loyalty programs to encourage repeat business, often leveraging sophisticated KPIs to tailor offerings and enhance customer experiences.

Examples: Hilton Honors, IHG Rewards Club, and Southwest Rapid Rewards. Hotels, airlines, and related services use loyalty programs to encourage repeat business, often leveraging sophisticated KPIs to tailor offerings and enhance customer experiences.

Food and beverage

Coffee shops, fast food, and dine-in restaurants often use loyalty cards or apps to encourage repeat visits and can use KPIs to measure the effectiveness of such initiatives.

Examples: Subway MyWay Rewards, Dunkin', and Chick-fil-A One. Coffee shops, fast food, and dine-in restaurants often use loyalty cards or apps to encourage repeat visits and can use KPIs to measure the effectiveness of such initiatives. 

Browse top examples of restaurant loyalty programs.

Financial services

Banks and credit card companies use loyalty programs to enhance customer relationships and encourage continued use of their products.

Examples: Capital One Rewards, Citi ThankYou Rewards, and Discover Cashback Rewards. Banks and credit card companies use loyalty programs to enhance customer relationships and encourage continued use of their products.

Browse top examples of fintech loyalty programs.

How do you measure customer loyalty with loyalty KPIs?

Measuring loyalty involves tracking key performance indicators (KPIs) that reflect customer loyalty and engagement over time. Common loyalty metrics include customer retention rate, repeat purchase rate, Net Promoter Score (NPS), customer lifetime value (CLV), and many more, which you'll progressively discover as you read on.

Each of these metrics provides a different perspective on how deeply customers are connected to your brand and how likely they are to remain loyal. That's why using our KPI templates can streamline collecting and analyzing selected indicators.

How can these KPI templates help you?

Our worksheet, prepared with the help of an experienced loyalty manager, contains specific KPIs, corresponding explanations, formulas, and best practices under each category. The goal is to provide you with a market-proven view of the loyalty program's performance and insights on enhancing its effectiveness.

A few words from the loyalty expert

Over time, as you delve deeper into your loyalty program, you'll gain a nuanced understanding of its dynamics. Initially, your attention may gravitate toward metrics like the number of newly acquired members, which is crucial for laying the program's foundation. However, as your program matures, your focus might shift towards indicators such as the percentage of activity in the database, reflecting a deeper engagement with your customer base.

This evolution mirrors our experience supporting numerous Open Loyalty clients. We've observed that the adept use of KPIs aligns with superior outcomes. Rather than relying solely on industry benchmarks, successful companies tailor their KPI selection to align with their specific business goals and customer behavior. By adopting this approach, they sculpt their loyalty strategies to fit the unique contours of their operations, significantly amplifying their effectiveness.

For example, if your aim is to boost customer visit frequency, KPIs like "Purchase Frequency" or "Repeat Purchases Rate" become instrumental. Our worksheet provides a comprehensive breakdown of these metrics, guiding you on how best to leverage them for optimal results.

Additionally, we include real-world examples of how specific KPIs have been successfully implemented. Take dacadoo, one of our clients, as an example. Using Open Loyalty and tracking a set of metrics, they were able to achieve:

• 7x higher retention after 30 days than any other industry
• 62% increase on monthly active users on average per year
• 71% engagement from monthly users

Such actionable insights are what you should aim for through our KPI templates.

What’s inside of this loyalty program KPI template?

In this comprehensive whitepaper, we delve into loyalty program KPIs, offering actionable templates and best practices to gauge the triumph of loyalty initiatives. We recognize that loyalty programs must deliver measurable results for businesses, optimize resources, monitor customer lifetime value, and enhance customer engagement and retention strategies.

So, what are the KPIs for customer loyalty?

Below, you'll find the 25 most critical KPIs of a loyalty program.

1. Loyalty Sales
2. Average Basket (average order value)
3. Order Frequency
4. Repeat Purchase Rate
5. Incremental Sales
6. Program's ROI
7. Total Loyalty Database Size
8. New Acquired Loyalty Program Members (member acquisition)
9. Active Loyalty Members
10. Database Activity %
11. Inactive Members
12. Lost Members
13. Reactivated Members
14. CPA (Cost Per Acquisition, customer acquisition cost)
15. CLV (Customer Lifetime Value)
16. Points Issued Total
17. Points Redeemed
18. Points Expired
19. Total Active Points
20. Points Redemption Rate
21. Points Expiration Rate
22. Standard vs. Bonus Points Ratio
23. % Split of Members per Tier
24. Cost of Discounts per Tier
25. Revenue per Tier

All of these loyalty program KPIs are described thoroughly and formulated along with calculation formulas that track the performance of your loyalty program, enabling you to make informed decisions and optimize your program to increase customer retention and engagement over a specified period.

How to use our loyalty program KPI template?

This worksheet is a template that can be customized to fit your loyalty program scheme and reporting workflow so that you can come up with the ideal KPIs for your business. 

Using the template is simple. Each KPI has a category, explanation, formula, and best practices. Follow these steps:

1. Open the document using any spreadsheet software, such as Excel or Google Spreadsheets.
2. Review the 25 KPIs and four categories to find out which metrics are the most relevant for your business.
3. Once you pick a KPI, check its formula to calculate it in your loyalty software and other analytics and BI systems.
4. Every metric also has best practices to follow recommended actions or avoid common mistakes. Take note!
5. Repeat for every KPI that can help your bottom line.

Which KPIs and categories should I choose?

There's no golden rule. At the end of the day, KPIs are only useful if they empower your strategy. Remember that top management techniques for your loyalty program may vary depending on the industry, target audience, and program objectives.

Also, this is a process. No matter which KPIs you choose, regularly analyze the performance of these metrics, gather customer feedback, and adjust your strategies to ensure continuous improvement and customer satisfaction.

If you want an in-depth understanding of best practices for selecting and working with KPIs, read our article on measuring loyalty program health.

Feel free to contact us if you need any assistance using this resource.

The expert behind the resource

Monika Motus is a seasoned loyalty expert with experience at some of the world’s top brands: Starbucks (AmRest), iSpot, and Douglas. She’s a true loyalty enthusiast, carefully following the loyalty industry, always eager to gain extra valuable insights from both loyalty programs and trends unraveling in the loyalty industry.

A few words from the loyalty expert

Using key performance indicators (KPIs) is super important when discussing loyalty management – they guide you toward your long-term goals and, ultimately, more revenue in your pocket.

When you look at things like customer lifetime, you're basically peeking into the future of your loyalty programs. For example, let's say you notice that people who have been your customers for a long time tend to use your loyalty program more often and spend more money over time. With this info, you can offer them even better rewards, which keep them delighted and… increase their purchases over time.

Now, let's talk about customer loyalty – it's really the heart of any successful program. You can learn about what they like and how they act by checking out information on loyalty program members. For instance, you might find that people who often use rewards are likelier to tell their friends about your business. Armed with this, you can create special deals to encourage them to spread the word even more.

But, you need to stay tuned in to how satisfied customers are and how loyalty programs affect both the people who already shop with you (existing customers) and the new customers. These numbers help you see if your programs are working well and if they'll make you more money in the future.

What's more, you can consider premium loyalty programs when assessing the effectiveness of your loyalty initiatives. These programs offer exclusive benefits and perks to VIP customer segments. By analyzing insights related to loyal customers enrolled in premium programs, you can assess their satisfaction level and their contribution to your business's bottom line. Understanding the impact of premium schemes alongside traditional ones provides a comprehensive view of your loyalty ecosystem and enables targeted strategies to maximize program success.

So, KPIs are in place to make loyalty programs work. By using data to make smart choices, you can make your customers happier, keep them coming back, and grow your business. Try the KPIs template to sculpt your loyalty program the best it can be!