Loyalty program brief

Why have we created this template?

We have created the following template for a loyalty program brief to assist you in achieving three key objectives:

• Clarifying your vision for the loyalty program.
• Identifying your needs and expectations for the loyalty program.
• Translating your high-level loyalty program vision into specific loyalty mechanics.

Crafting an effective loyalty program requires a clear vision and precise execution. Backed up by expert research, our Loyalty program brief template empowers you to:

• Define your objectives: Identify and communicate your unique business requirements, goals, and assumptions to potential vendors.
• Engage stakeholders: Clearly articulate your loyalty program vision to all key stakeholders, ensuring alignment and shared understanding.
• Convert vision to mechanics: Transform your high-level program vision into actionable loyalty mechanics that drive engagement and results.

What's inside the Loyalty program brief?

Our Loyalty program brief template covers all crucial aspects of your loyalty program, including:

• General overview: Understand your industry, competitors, KPIs, and customer segments.
• Team dynamics: Determine who will steer the program from implementation to execution.
• Timeline and milestones: Plot the journey of your loyalty program, setting key project milestones.
• Loyalty program overview: Dive into the core of your program, detailing its goals, value proposition, and mechanics.
• Customer experience: Outline how customers will interact with your loyalty program across different touchpoints.
• Campaigns: Define various campaign ideas that align with your program's objectives.
• Customer profiling: Understand data collection, regulation compliance, and customer data usage.
• Events: Plan data integration with external systems to enhance member profiles.
• Loyalty analytics: Decide on KPIs and reporting mechanisms for program evaluation.
• Loyalty mechanics: Explore components like loyalty currency, tiers, rewards, digital wallets, coupons, referrals, gamification, and more.
• Integrations: Identify which existing systems and new acquisitions will be combined.

How to use the Loyalty program brief?

The brief comes in a well-structured Google Document, ready to be adapted.

Please feel free to duplicate this file and modify it as necessary with the text editor of your choice. We hope you find it useful!