Building better loyalty marketing – for customers by customers

Loyalty programs continue to prove their value in boosting customer engagement and retention across industries.
A recent study found that 84% of consumers are more likely to shop with brands that offer loyalty programs, and loyalty program members typically spend 12% to 18% more than non-members. Members are also 70% more likely to remain loyal to the same brand.

In the competitive food service sector, loyalty initiatives are becoming essential tools for building long-term relationships. One ingredient supplier, Bacio Cheese, recently refined its rewards program to better serve restaurants, pizza operators, and convenience stores, offering financial incentives, personalized service and a simplified sign-up process.

The supplier regularly meets with its customers to fine-tune the loyalty program, ensuring it adds meaningful value and addresses what customers most desire, rather than Bacio deciding what is valuable to the partnership.

With that mindset in place, here are three essential elements every loyalty program should include:

1. Financial incentives. Points and cashback rewards remain the foundation of successful loyalty programs because they encourage participation and repeat purchasing. In this program, operators earn a percentage back on every pound of cheese they buy. Routine purchases provide steady financial returns for businesses, with rewards available year-round rather than just during promotional periods.
2. VIP treatment. While financial benefits attract customers, feeling valued keeps them engaged. The program positions the supplier as a business partner, offering customizable rewards for items such as menus, signage, insulated delivery bags and merchandise.
3. Simplicity. Many loyalty programs can be cumbersome, with complicated rules and time-consuming submissions. Bacio’s program simplifies participation through online enrollment or distributor sign-up, automatic purchase tracking and monthly updates. This approach saves operators time and encourages consistent use.

The impact of Bacio’s Gold Club rewards program has been an industry game-changer, primarily through customer testimonials. Anthony DeSousa, who owns Antonio’s Real NY Pizza with locations in Longmont and Estes Park, said the approach has made a notable difference.

“In a world where projections often fall short, it’s nice to be rewarded for exceeding them,” shared DeSousa. “Every product on and in our pizza is based solely on flavor and quality, not kickbacks. Just the principle of a reward based on merit is unusual in today’s business climate. Bacio’s Gold Club program is the cherry on top of a great product, not the basis for using it. And that’s how rewards should work!”

In today’s market, loyalty isn’t just a marketing tactic; it’s a relationship strategy that better serves the customer.

Bobbi Hill Laski is the brand manager for Bacio, a brand in the Leprino Foods family of brands, headquartered in Denver. Bacio offers a unique mozzarella-style pizza cheese made with a Kiss of Buffalo Milk – a special touch that brings unmatched tradition and flavor. For more information, please visit www.baciocheese.com.