How to Run Segmented Loyalty Programs with Influence Memberships

Loyalty expectations have changed. Today’s consumers want more than points or the occasional discount. They expect rewards that feel personal, timely and exclusive. 

For merchants, this poses a challenge. How do you meet these demands without an overly complex setup? Influence Memberships was our response. 

Launched earlier this year, we launched our first version of Memberships, which solved a key problem. Segmentation. With it, you could assign customers to different loyalty groups - like wholesale buyers, VIPs or subscribers.

Our new rollout of updates to Memberships takes it to the next level.

It transforms Memberships from a static grouping tool into a dynamic loyalty engine. Now, as well as grouping customers, you can actively engage them with automated rewards and time-sensitive offers.

Here’s everything you need to know about the update and how it can drive your customer retention strategy.

Memberships: Loyalty Automation Updates 

Memberships introduce two new features - recurring rewards and discount expiry. These let you run segmented loyalty programs with minimal effort.

With automation and urgency, it’s easier than ever to drive customer engagement and repeat sales.

Here’s a closer look.

Recurring Rewards

Recurring Rewards let you automatically send rewards to members of specific loyalty groups - on a schedule that suits you.

No manual distribution or complex coding. Now, you can set up rewards to run themselves, delivered monthly and specific to each custom segment. 

How It Works

Setting up Recurring Rewards is simple:

• Choose your loyalty group: Select the segment you want to reward (e.g., VIPs or subscribers).
  
• Pick a reward type: Options include free shipping, fixed discounts, %, product discounts, gift cards, subscription discounts, bonus points or even donations.
  
• Set the schedule: Decide on the day of the month the rewards will be sent.
  
• Customize the delivery: Use branded emails and dynamic tags (like {{membershipName}} or {{rewardCode}}) to make the rewards feel personal.
  
• Automate for new members: Specify whether rewards are sent to members who join the group mid-cycle.

Benefits of Recurring Rewards

Consistency: Keeps customers engaged with your brand month after month.

Automation: Saves time and effort by eliminating manual reward management.

Personalization: Makes rewards feel tailored and exclusive.

Flexibility: Works with different reward types to suit your loyalty goals.

Discount Expiry

Discount Expiry allows you to set an expiration date on rewards, encouraging customers to use them quickly.

With this feature, you create urgency, increase redemption rates, and prevent rewards from piling up.

How It Works

Setting up Discount Expiry is just as straightforward:

• Choose your expiry window: Options include 1 month, 6 months, or 12 months.
  
• Apply the expiration to rewards: Decide which rewards should expire and when.
  
• Streamline the experience: Expired rewards are automatically hidden from customer dashboards, making way for new offers.

Benefits of Discount Expiry

Drives Action: Customers are more likely to use rewards when they know time is limited.

Improves Redemption Rates: More rewards get used, increasing their impact on customer loyalty.

Creates Urgency: Adds value by making rewards feel exclusive and time-sensitive.

Simplifies Management: Keeps customer dashboards tidy and rewards meaningful.

Why Run Segmented Loyalty Programs?

Not all customers are the same, so why treat them like they are? 

Segmented loyalty programs let you create groups based on things like spending habits, membership types, or preferences.

This approach turns loyalty programs into powerful tools for driving retention and revenue. Here’s how:

Increased Lifetime Value (LTV)

When rewards are tailored, they feel more valuable. Customers are more likely to stick around, spend more, and become repeat buyers. By focusing on what matters to each group, you can increase how much they spend over time.

Reduced Churn

Customers are less likely to leave when they feel appreciated. Segmented loyalty programs let you stay connected with thoughtful perks that keep people coming back, reducing churn and keeping your audience engaged.

Higher Perceived Value

Personalized rewards stand out. When customers see rewards that feel like they were made for them - whether it’s a VIP discount or a free gift for subscribers - they see your program as more valuable. That perception strengthens their loyalty.

Time Savings

Managing loyalty programs doesn’t have to be hard. Features like Recurring Rewards and Discount Expiry automate rewards, so you spend less time on admin and more time growing your business.

Competitive Edge

Generic loyalty programs are everywhere, but segmented ones set you apart. Customers notice when rewards feel special. That extra effort can make them choose you over competitors, driving loyalty and long-term growth.

How to Use Segmented Loyalty Programs

Segmented loyalty programs work because they let you focus on what matters to different types of customers. 

Here’s four ways you can use them to boost loyalty and retention for your business:

1. For Wholesale Customers

Wholesale customers buy in bulk and expect different perks than your regular shoppers. With a custom B2B loyalty program, you can:

• Offer bulk order discounts: Set custom rules to reward large purchases with percentage discounts or free shipping.
  
• Encourage repeat orders: Use Recurring Rewards to deliver monthly credits or discounts for their next purchase.
  
• Simplify reordering: Add time-sensitive discounts that align with typical restock cycles to keep them buying regularly.

2. For VIP Customers

VIPs are your most loyal and high-spending customers. Rewarding them with exclusive perks helps strengthen their connection to your brand. You can:

• Provide early access: Offer sneak peeks or exclusive sales before they go public.
  
• Automate rewards: Use Recurring Rewards to send monthly thank-you gifts, like free shipping or bonus points.
  
• Add urgency: Apply Discount Expiry to create excitement for limited-time offers.

3. For Subscribers

Subscribers already have a recurring relationship with your brand, so loyalty programs should complement that. 

Influence Memberships integrates seamlessly with tools like Loop and Recharge to take subscription-based loyalty to the next level. You can:

• Add subscription perks: Deliver extra rewards like bonus points or discounts for staying subscribed.
  
• Align rewards with billing cycles: Use Recurring Rewards to provide value, such as a discount on their next renewal, timed perfectly with their subscription schedule.
  
• Encourage upgrades: Offer exclusive perks for upgrading to higher-tier plans, rewarding their loyalty with added benefits.

4. For Cause-Driven Groups

Loyalty isn’t just about discounts. It’s about connecting with your audience’s values. For groups like teachers, healthcare workers, or sustainability advocates, you can:

• Recognize their contributions: Provide monthly rewards like free shipping or fixed discounts.
  
• Create a sense of community: Offer perks tied to shared values, such as donations to a cause with every purchase.
  
• Make rewards feel thoughtful: Use personalization tags in reward emails to address members directly.

Grow Your Business with a Smarter Loyalty Solution 

With Memberships, Influence makes eCommerce loyalty easier, smarter, and more rewarding - for you and your customers. And it’s just the beginning. 

In Q3, we’ll roll out the final phase of Memberships. This will introduce self-service subscriptions, paid membership programs, site-wide discounts, and even deeper personalization.

Ready to boost customer retention? Whether you’re building from scratch or upgrading your current setup, the new and improved Memberships are here to help you grow.

Want to see how it works for your business? Book a demo to explore how Influence can power smarter, segmented loyalty that drives real results.