Beyond Transactions: Building Loyalty Ecosystems for Clubs and Pubs
You’ve read the headlines: Qantas climbs the Skytrax list, Qantas and David Jones unite their rewards, and Myer revamps Myer One with AI‑powered personalisation. What do these bold moves mean for Clubs and pubs? One thing: loyalty now lives in interconnected ecosystems, not isolated promotions.
Standalone drink deals and quarterly email blasts spark quick wins, but they rarely build lasting loyalty. True engagement for Clubs and pubs happens when you connect every touchpoint—email, SMS, in‑venue, app—into one seamless journey that feels relevant and rewarding.
1. Ecosystem thinking amplifies relevance
Imagine your member enjoying Friday night live music at your venue, then earning points they can spend on a weekend getaway with Qantas or a shopping trip at David Jones. That’s not two separate perks—it’s a lifestyle ecosystem that turns casual patrons into committed insiders.
2. Real‑time data drives personalisation
Data isn’t a post‑mortem; it’s a live roadmap. Trigger an SMS with a tailored cocktail tip when a member walks through the door. Send an email voucher the next morning after quiz night to secure next week’s booking. Instant relevance shows members you’re paying attention.
3. Emotional connection requires action
New taps and refreshed décor matter, but heart wins loyalty. After trivia or live music, ask: what made your night memorable? Use table surveys or quick‑scan polls by the bar, then act. When you respond to real feedback—adding that requested craft tap—we deepen trust far more than any discount.
4. Involvement turns members into partners
At Buzz, we call involvement the ultimate currency. Beyond Community, Opportunity, Reward and Enjoyment, involvement invites members to co‑create. Run member panels to design trivia themes, launch ambassador schemes where top patrons guide newcomers or curate playlists. Involvement transforms spectators into advocates.
5. Five steps to build your ecosystem
· Map the journey: list every interaction, from ‘open email’ to ‘order at bar.’ Identify opportunities to extend value through partners or personal touches.
· Forge alliances: partner with complementary brands—local breweries, regional airlines, retail outlets—to offer cross‑venue rewards that surprise and delight.
· Automate triggers: use CRM and POS data to fire SMS and emails based on real behaviour—visits, bookings or feedback. Keep it timely and contextual.
· Co‑create with members: invite regulars into workshops or ambassador programmes. Let them prototype events—musicians’ nights, themed tastings or community fundraisers.
· Measure involvement: track co‑host sign‑ups, referral counts and feedback volume alongside opens and footfall. These metrics reveal genuine loyalty in action.
Loyalty in Clubs and pubs isn’t a broadcast—it’s a conversation. By weaving experiences and partnerships into a cohesive ecosystem, you give members reasons to stay, share and champion your brand.
Our CORE Loyalty framework brings this ecosystem to life with five behavioural currencies guiding every journey toward involvement. Ready to redesign your loyalty strategy? Let’s write the next chapter—together.
For more articles and helpful hints head to From the Vault — Buzz Consultants