Claire runs a national jewellery repair and restoration service, specialising in everything from resizing rings to restoring heirloom pieces. Her clients range from individuals needing simple repairs to collectors with high-value items requiring meticulous restoration. Claire has a loyal base of customers who appreciate her craftsmanship, but she notices that they tend to come in sporadically, often only when they have a specific repair need. To strengthen loyalty and encourage repeat business, Claire decides to introduce a rewards programme tailored to her customers' needs.
Her goal is to build a programme that adds value, encourages frequent visits, and helps clients feel connected to her service.
Crafting a Rewards Programme That Reflects Customer Values
Knowing her clients treasure quality and care, Claire designs a programme that feels just as refined. For every repair or restoration, customers earn “Gem Points” that can be redeemed for discounts on future services or upgrades, like polishing or custom adjustments. Claire also includes a referral reward, allowing clients to earn additional points when they refer friends or family to her business.
One customer, who brings in her vintage pieces regularly for maintenance, is delighted to find that her loyalty is rewarded. She loves knowing that her points accumulate with each visit and that she can use them toward preserving her jewellery for years to come.
Ensuring the Programme is Convenient and Transparent
To keep things simple, Claire sets up an easy-to-use digital loyalty card accessible via her website. Each time a client brings in a piece for repair, they receive an email showing their updated points balance and available rewards. The straightforward structure means clients can see at a glance how close they are to their next reward, encouraging them to keep returning.
A long-time client who frequently restores family heirlooms appreciates the programme’s transparency. He’s able to plan his visits around upcoming rewards, knowing he’ll get added value each time he entrusts Claire with a precious item.
Adding Special Perks for Loyalty
Beyond standard discounts, Claire adds exclusive perks for her loyal customers, such as complimentary cleaning or minor repairs, adding extra value to each visit. These unexpected touches make clients feel valued and give them reasons to keep coming back.
One client, who used her points for a discounted ring restoration, shares how much she appreciated the complimentary polish added to her service. This extra care reinforces her loyalty, showing that Claire values not only the jewellery but the relationship with each client.
Building Long-Term Connections Through the Rewards Programme
Claire’s rewards programme has done more than just encourage repeat business—it has fostered deeper connections with her clients. By offering personalised, valuable rewards, she’s transformed her business into a place customers return to, not just for repairs, but to preserve and care for their cherished pieces over time.
For Claire, the rewards programme has turned her service into an essential part of her clients’ jewellery care, building trust and loyalty in a way that makes clients proud to recommend her to others.
Interested in creating a rewards programme to build customer loyalty? Mark A Preston, a Customer Growth Coach & Speaker, can guide you in developing a rewards strategy tailored to your business. Contact Mark today to learn how a well-designed rewards programme can strengthen customer loyalty and drive growth.
