Programme Design
Part of Loyalty programme onboarding
Explaining programme value at signup
Write a loyalty signup promise that explains immediate value, future benefits and material limits before a customer joins.
At signup, tell prospective members what joining provides, what they must do to receive future value and which material limits apply. The promise must be clear before they provide personal information and accurate for an ordinary eligible member, not just an unusually frequent buyer.
State the complete offer
A useful signup explanation answers four questions near the join action:
- What, if anything, is available immediately?
- Which activity earns a future benefit?
- When does that benefit become usable?
- Where and under what conditions can it be used?
For a points offer, “earn points on eligible purchases” leaves the benefit unclear. Describe the first useful reward and the qualifying route once the programme has approved those rules.
Show material expiry, excluded products, minimum spends or channel limits with the main promise. Detailed terms can add information, but should not reverse the impression created by the invitation.
Separate joining from earning
An immediate joining benefit, pending points and a reward reached after later purchases are different states. Do not describe a reward as ready when another transaction, approval period or condition still stands between the member and its use. If no benefit comes with joining, say what the member can do next.
Avoid an unsupported cash-savings claim for points. If the reward depends on stock or booking capacity, explain what is guaranteed and what is subject to availability.
Explain the information exchange
Tell people what they must provide to join and what happens after submission. Make privacy information easy to find. An APP entity collecting personal information about an individual must take reasonable steps to notify them of the APP 5 matters, or ensure they are aware of them, at or before collection or as soon as practicable afterwards.
Keep an optional marketing choice distinguishable from membership.
Compliance requirements for loyalty programme disclosures
- Privacy Notification (APP 5)
- Must inform members of data collection at or before collection
- Spam Prevention (ACMA)
- Marketing messages must comply with anti-spam laws
- Truth in Advertising (ACCC)
- Claims must not be false or misleading
- Loyalty Scheme Transparency (ACCC)
- Full terms must be clear and accessible
Check every invitation route
Compare the website, in-store explanation, QR landing page and confirmation with the same approved offer. Each should answer “What do I receive now?” and “What must I do next?” identically. If a channel cannot deliver the stated benefit, make that limit clear in its invitation.
Questions at signup can reveal confusing wording or an unattractive offer. A rise in enrolments alone would not establish that people understood the promise.
