Customers are satisfied but rarely return
We design a benefit that encourages them to return without devaluing the product through constant discounts.
Marketing
Loyalty and referral programmes
We develop rewards for repeat purchases and referrals, participation rules, and materials for customers and staff. Before launch, we assess together what the programme will cost the business.
What a loyalty and referral programme means at Eqvola
It is a set of rules under which customers receive benefits for repeat purchases or bringing in people they know. We choose a mechanism—points, tiers, privileges, gifts or referral rewards—to suit your product, purchase frequency and margin.
The programme must be clear to customers and manageable for the business. We therefore assess reward costs with you using your data, define restrictions and consider safeguards against abuse.
We prepare participation rules, customer copy, staff instructions and a launch plan. Your lawyer or an appointed specialist handles the legal review of the rules.
Tracking points in a CRM, point-of-sale system or app is separate technical work for Eqvola's automation and development teams or your contractor. The programme itself does not guarantee repeat purchases or referrals.
When you need this service
You offer discounts but have no programme
We turn scattered discounts into clear rules so customers know what they will receive.
New customers often come through referrals
We create a mechanism that thanks referrers and makes the first step easier for new customers.
The existing programme is not working
We examine whether customers understand the rules, whether the benefit is meaningful and how staff explain the programme.
The programme will launch in an app or CRM
We define the mechanism and system requirements before developers start work.
You may need something else
Need a strategy for the whole customer database → CRM marketing and customer retention
The mechanism is chosen; you need tracking configured in the CRM → CRM implementation and configuration
Looking for partners for joint offers → Partnership marketing and collaborations
What programme development includes
Analysis and mechanism
- analysis of purchase frequency, average order value and segments using your data;
- a review of publicly available competitor programmes;
- choosing a mechanism: points, tiers, privileges or referral rewards;
- assessment of reward costs and necessary restrictions.
Rules
- terms for participation, earning and redeeming rewards;
- points expiry and rules for product returns;
- safeguards against abuse of the referral component;
- tracking requirements for the CRM, point-of-sale system or app.
Materials and launch
- copy for the website, emails, messages and points of sale;
- staff instructions and answers to common questions;
- a launch plan and messages for existing customers;
- indicators for evaluating the programme.
HOW WE WORK
How the work progresses
You provide data and make decisions about the programme budget; we propose the mechanism, rules and materials.
- 01
Data and goals
We discuss the customer behaviour you want to encourage and analyse the available purchase data. Result: agreed programme objectives.
- 02
Mechanism options
We propose several options, assessing their costs and the complexity of tracking them. Result: a chosen mechanism.
- 03
Rules and requirements
We detail the terms, restrictions and tracking-system requirements. Result: rules for legal review and a technical specification.
- 04
Materials and team briefing
We prepare customer-facing copy and staff instructions, and explain how the team should answer questions about the programme.
- 05
Launch and review
We support the launch, monitor participation and reward redemption, and propose rule changes where needed.
What you receive
Programme mechanism
What the customer receives, what they receive it for, and on what terms.
Cost estimate
The cost of rewards under different participation scenarios, calculated using your data.
Participation rules
Copy for legal review and publication.
Materials for customers and staff
Copy, instructions and answers to common questions.
Technical specification
Requirements for tracking points and referrals in your systems.
What we need from you
- purchase data, average order value and repeat orders;
- information on margins and the available rewards budget;
- a description of existing systems: CRM, point of sale, website or app;
- a lawyer to review the rules;
- the person responsible for approving the programme terms.
What determines the cost
Ways to work together
Programme development. Mechanism, rules, cost estimate and launch materials.
Development with implementation. We add tracking setup in the CRM or app and launch support.
What determines the cost
- the number of segments and programme tiers;
- whether a referral component is included;
- the number of channels and points of sale;
- the complexity of the technical implementation.
What is paid for separately
- the rewards, points and gifts themselves;
- licences for CRM, loyalty services or point-of-sale systems;
- printing cards and point-of-sale materials.
FAQ
Questions about loyalty and referral programmes
Can’t find your question?
Send it through the form and we will reply.
Go to formWhich is better: discounts or points?
It depends on the product, purchase frequency and margin. A discount is simple but immediately reduces revenue from each purchase. Points encourage customers to return but require tracking. We compare the options using your data.
How do you prevent abuse of a referral programme?
We work through the terms: rewards only after a genuine purchase, restrictions on self-referrals, and checks on suspicious cases. Abuse is difficult to eliminate entirely, so we review the rules after launch.
Is a separate app needed?
Not necessarily. Tracking in the CRM or point-of-sale system and messaging notifications are often enough. An app makes sense when your customers already need one.
Do you guarantee that customers will return?
No. A programme gives customers another reason to return, but it cannot replace product and service quality. We help make it clear and manageable, and measure how it performs.
Who handles the legal work?
We prepare the rules as a marketing document. Your lawyer or an appointed specialist checks compliance with legislation, including personal data requirements. All questions and answers
Marketing · group 07
Customer base and repeat sales
- CRM marketing and customer retention
- Email marketing
- Messenger, SMS and push communications
- Loyalty and referral programmes
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.