What I’ve seen time and again with the ecommerce brands I work with is the power of loyalty programs to create lasting connections with customers.
Some do it with free gifts, others with shipping method upgrades, but few are tapping into what I consider to currently be the cream of the crop in terms of benefits.
That benefit is live events.
No matter if you sell products, services, or digital assets, live events can have tremendous impacts.
In this edition of Behind The Screens, I’ll show you data that backs my observation and how you can utilize live events for your business.
Let’s get into it.
Key Finding: Loyalty Drives Live Event Interest
According to a recent survey conducted on behalf of TFL, US customers said they would do the following if loyalty points could get them access to live events:
- 64% would recommend the brand to others
- 63% would prioritize the brand over competitors
- 62% would spend more money on the brand
- 61% would think more highly of the brand
Clearly, the ability to put loyalty points towards live entertainment access is a big draw.
Why This Matters for Brands
Offering live event tickets can:
- Increase loyalty program value – Points become more enticing and valuable.
- Drive more purchases – Customers spend more to accrue points for desired tickets.
- Build lasting connections – Fans feel recognized through exclusive access.
It’s a triple play for deepening relationships beyond simple transactions.
How to Make This Work
From what I’ve seen, brands wanting to pursue this have success when they:
- Partner strategically – Connect with venues, teams, and organizers that align with your customer’s interests.
- Promote offerings actively – Spotlight ticket access in advertising, social media, and site platforms.
- Scale availability – Ensure enough ticket volume for the loyalty points being used.
Live Event Ideas
Obviously, you will need to cater these to your brand, but here are some suggestions:
- Product Launch – If you are going to launch a new product, allow loyalty points for customers to be invited and be the first to buy. This can be live or online via platforms like Zoom.
- Exclusive Access – If your brand puts on its own festivals or events, let loyalty points buy exclusive access.
- Local Access – If all else fails, allow customers to access live events near them like museums, brewery/wine tours, etc. To do this, loyalty points can be used to purchase gift cards.
Putting It All Together
Loyalty programs continue to evolve in new directions, like live event access.
As a brand, think outside the box for ways points can deliver new experiences – it could unlock a whole new level of customer fandom.
To Your Success,
Josh