How to choose a good reward
A good reward meets three conditions: it’s understood in two words («free coffee»), people want it and it costs you less than it seems. That’s why your own products usually work better than discounts: a dessert you sell for €5 costs you much less, but customers value it at menu price.
Avoid small, abstract discounts like «5% off your next purchase». They cost about the same and motivate far less than something specific.
Hospitality
- A free coffee, beer or breakfast.
- A dessert or a glass of house wine with the meal.
- A large drink for the price of a small one.
- A sharing plate when the card is complete.
- Trying a new dish before anyone else.
Beauty and personal care
- A free haircut or manicure.
- A hair treatment or head massage with the next service.
- A sample or travel size of a product you sell.
- Priority booking on busy dates.
- A free colour or beard touch-up between visits.
Shops and retail
- A voucher for a fixed amount on the next purchase.
- Free gift wrapping or alterations.
- Early access to sales.
- A small free product, like socks or a bookmark.
- Free home delivery.
Health, sport and services
- A free session or class.
- A free check-up or cleaning.
- Bring a friend free for a day.
- A discounted month when renewing.
- An extra wash at the laundrette or garage.
Rewards that cost nothing
- Recognition: a named tier («Honoured customer», «Gold member»).
- Exclusivity: hearing about new things first.
- Convenience: priority booking or skipping the queue.
- Service: being called by name and having «the usual» remembered.
- Games: a scratch card with small prizes once a day.
A small reward halfway
Even if you have a big reward at the end, add a small one halfway through the card. It makes customers feel they’re progressing and increases the number who reach the end.
How much it should cost you
As a benchmark, what you give back in rewards is usually between 3% and 10% of what the customer spends to earn them. If your reward goes beyond that, raise the number of stamps or choose a gift with more margin. The maths is explained in the guide on how many stamps to use, and if you want an exact number, the advisor calculates it for you.
Frequently asked questions
Is a free product or a discount better?
Usually a specific product. It’s easier to understand, more appealing and costs you its cost price.
Can I have several rewards at once?
Yes. With a points card you can have a catalogue: small rewards nearby and big ones for the most loyal.