Kundenabwanderung durch komplizierte Einlösung von Treuepunkten

Definition

Australian book retailers design loyalty schemes to increase repeat purchases by letting customers earn vouchers or credit against future transactions.[1][2][3][4] However, several implementations require explicit customer actions to benefit from rewards: customers must log into their online accounts, specify in order notes that they want to join or redeem rewards, or request staff assistance to look up balances and apply vouchers.[1][3] Some programs only allow redemption after a threshold spend is reached, and in one case customers must wait for vouchers sent once cumulative spend hits AUD 300, with separate expiry rules.[4] When redemption is not automatic or clearly visible in the cart, customers may place orders without claiming rewards, feel they did not get expected value, or abandon the purchase to avoid perceived complexity. Industry analyses of loyalty programs in Australia highlight that well-designed schemes drive engagement and sales, with large players such as Flybuys, Woolworths Everyday Rewards, and Myer One using streamlined digital tools and member prices to create clear value and ease of use.[7] Smaller book retailers with less sophisticated systems risk comparatively higher friction, leading to lower engagement and reduced frequency or basket size relative to the intended uplift from their loyalty offers. Using conservative logic, if loyalty programs are meant to increase revenue from enrolled customers by 5–10%, but poor administration and friction reduce the realised uplift by 1–3 percentage points, a retailer with AUD 5–10 million in annual revenue may be forgoing AUD 50,000–300,000 per year in potential incremental sales. This logic-based estimate reflects the gap between theoretical loyalty impact and actual outcomes when redemption is difficult or inconsistent.[1][3][4][7]

Why This Matters

The Pitch: Retail books and printed news players in Australia 🇦🇺 lose 1–3% of potential repeat revenue because customers abandon purchases when they cannot easily see or redeem rewards. Automating real-time points visibility and one-click redemption can recapture AUD 50,000–150,000 in annual sales for a mid-sized retailer.

Affected Stakeholders

Head of Marketing, Customer Experience Manager, Ecommerce Manager, Store Manager, CFO / Revenue Manager

Related Business Risks