With over 90% of companies offering some form of loyalty program, simply having a loyalty program is no longer enough to stand out. Whether you’re launching a new program or trying to boost visibility for an existing one, a thoughtful promotion strategy can turn casual shoppers into loyal brand advocates.
We’ve already covered ways to market your loyalty program, but today we’ll be getting into the specifics of what that looks like for a retail store and how to use a loyalty program to increase in-store traffic.
In this guide, we’ll explore proven tactics for promoting your retail loyalty program, increasing member sign-ups, and driving long-term engagement.
How to Promote Your Retail Loyalty Program
1. Make It Impossible to Miss In-Store
Your brick-and-mortar location is one of your most powerful promotional channels. Customers who are already shopping with you are more likely to join if they learn about the program while in the store.
Here’s how to do it well:
- Train your staff: Make sure your employees understand the program’s benefits and how to talk about it confidently at checkout. For example, they can mention how customers can “earn points with every purchase” or “unlock exclusive rewards just by signing up.” A simple script like “Have you joined our rewards program? It’s free, and you’ll start earning points today” can make a huge difference.
- Use clear signage: Display banners, posters, and table tents throughout the store that explain the perks and how to join.
- Promote at the point of sale: Offer instant rewards or sign-up incentives at checkout to encourage immediate enrollment. You could also inform customers how much they could be saving on that order if they were a member of the rewards program.
Pro Tip: Keep your messaging simple and benefit-driven—focus on what customers get out of joining.
2. Highlight It on Your Website and Mobile App
In today’s digital-first world, your website and app should act as a central hub for your loyalty program. Customers visiting your site are often in research or buying mode, making it the perfect time and location to showcase your program.
Optimize visibility by:
- Creating a dedicated loyalty page: Make it easy for customers to learn about your program by adding a page with all the details—like how it works, FAQs, and a simple sign-up form.
- Adding CTAs where they matter most: Feature loyalty calls-to-action on high-traffic spots like your homepage banner, product pages, and shopping cart. Highlight perks like free shipping for members to grab attention.
- Making sign-up seamless on mobile: Let customers join your program right from your mobile app. The easier it is to sign up, the more likely they’ll do it on the spot.
- Bringing it in-store too: Integrate your program with your brick-and-mortar locations by offering perks like skip-the-line access or free items with in-store purchases. It’s a great way to drive traffic to your physical stores while boosting engagement across all channels.
Consider including real-time progress tracking or points dashboards within member accounts to keep users engaged after sign-up and encourage points redemption.
3. Use Email and SMS Campaigns To Spread the Word
Email and SMS are powerful tools for nurturing your existing customer base and encouraging loyalty program participation. These channels offer a direct line to your customers and can drive immediate action.
Ways to use these channels effectively:
- Announce your program launch: Create a targeted campaign explaining the benefits of your loyalty program and how to join.
- Send follow-up nudges: Remind customers who haven’t signed up yet or have incomplete profiles (Pro tip: you can assign points for completing profiles).
- Highlight rewards and exclusive offers: Keep current members engaged by sharing point balances, reward reminders, and limited-time offers.
Email and SMS campaigns are highly effective methods of communication with your customers, especially with personalization. Tailor your messages based on customer behavior, preferences, and past purchases for better results.
For example, Copper Branch leveraged customer data gathered from DataCandy’s loyalty program software to craft personalized emails, helping them recover customers and increase customer spending per purchase.
4. Have In-store Offers Beside Displays
One of the most effective places to promote your loyalty program is right where purchase decisions are made—next to the product itself. In-store signage that highlights exclusive offers for loyalty members can turn everyday shopping moments into opportunities for conversion and engagement.
Some tips for your in-store displays:
- Showcase member-only perks at the shelf: Use signs or shelf talkers to highlight exclusive rewards, discounts, or bonus points for loyalty members. This helps customers instantly see the value of joining and creates a clear distinction between member and non-member benefits.
- Tap into shopper urgency: Promote time-sensitive or limited quantity member offers to create urgency. Messaging like “Members get 20% off today only” encourages quick decisions and immediate sign-ups.
- Make it easy to join instantly: Simplify the sign-up process with QR codes or text-to-join options placed near the offer. The more seamless the experience, the more likely customers will enroll on the spot.
By promoting exclusive member offers right at the shelf, you connect your loyalty program to real, immediate value, turning everyday purchases into powerful enrollment drivers.
5. Offer a Strong Sign-Up Incentive
People love instant gratification. One of the fastest ways to boost sign-ups is by offering something valuable upfront, like a discount, free gift, or bonus points, for joining your program.
Some sign-up incentives could include:
- Discounts on purchase: 10% off your next purchase when you sign-up
- Free items with purchase: Free tote bag for new members
- Bonus points: Earn 200 bonus points instantly when you create your profile
These incentives should be clearly displayed around the store and at the POS. Staff should also be trained to inform customers about the sign-up incentive at checkout.
Incentives not only spark initial sign-ups but also encourage members to make their first purchase and start earning rewards right away.
6. Offer Exclusive Member Perks
A loyalty program should feel like a VIP club. Offering exclusive benefits can create a sense of belonging and encourage customers to join and stay active.
Some ideas include:
- Early access to sales or product launches
- Birthday rewards or personalized offers
- Double points days for loyalty members
- Special member events
These kinds of personalized, exclusive experiences can turn a basic rewards program into a community that customers want to engage with again and again.
7. Offer Referral Discounts
One of the most effective ways to grow your loyalty program organically is by turning your happy customers into active promoters.
Referral discounts tap into the power of word-of-mouth—offering rewards to both the referrer and the referee while building trust through peer recommendations. In fact, 92% of customers trust recommendations from friends and family more than ads, making referrals a powerful and credible way to bring in new customers.
Here’s how to make referral discounts work for you:
- Offer dual-sided rewards: Give both the referrer and the referee a compelling incentive—like “Give $10, Get $10” or bonus points for each successful sign-up.
- Make sharing easy: Provide members with unique referral links they can share via email, social media, or text. The easier it is to spread the word, the more traction your program will gain.
- Promote your referral program: Use in-store signage, emails, and push notifications to remind members that they can earn rewards just by bringing in their friends.
Referral discounts not only drive new sign-ups, they also build community and trust. When someone joins because of a friend’s recommendation, they’re already starting from a place of confidence and connection.
With DataCandy’s Refer-a-Friend, it’s easier than ever to launch and manage a referral program. Members get a unique referral link to share with friends. Once their friend signs up and makes a purchase, both automatically receive bonus points, no manual work required.
Let the Data Guide You
Promotion doesn’t end once someone signs up, you’ll want to track what’s working and adjust your strategy accordingly.
With DataCandy’s data and analytics dashboard, you can easily monitor key metrics like:
- Member growth rate: How quickly your program is gaining new members
- Redemption rate: How often members are using their rewards (a great sign of engagement)
- Spend per visit: How your program is influencing purchase behaviour
- Customer lifetime value (CLV): The long-term impact of loyalty on revenue
Use these insights to fine-tune your promotions, personalize campaigns, and keep your program growing strong.
For a deeper dive into how to measure the success of your loyalty program, check out our full blog on key performance metrics.
Conclusion
Promoting your retail loyalty program is about more than just visibility, it’s about communicating value. When customers clearly understand what they’ll get from joining and how easy it is to start earning rewards, they’ll be far more likely to participate.
By combining in-store promotion, digital marketing, personalized incentives, and exclusive member perks, you can build a program that not only attracts new members but turns them into lifelong customers.
Want to see a successful retail loyalty program?
See how Goodwill Industries of the Chesapeake boosted member sign-up and repeat visits
