If you have any experience operating a business, you’ll know that it’s always better to keep loyal customers on board than it is to court new ones. By some estimates, it is 25 times more expensive for a business to attract a new customer than it is to retain existing customers.
It is this exact reason loyalty programmes, rewards schemes, and membership clubs are so ubiquitous across industries such as travel, dining, fashion, and retail. However, as more of our consumption moves online, less attention has been paid to the importance of digital loyalty.
One industry that understands this better than most is the online casino sector, which has experienced double-digit growth in recent years as it courts loyal customers across the globe. Here’s what online casinos can teach us about digital loyalty.
Never stop at the sign-up bonus
One common feature of online casinos is that they usually offer a sign-up bonus to new customers. However, they don’t just stop there. For example, the casino bonuses for new customers at Paddy Power include 10 free ‘golden chips’ when you make your first bet, which you can then wager however you want.
However, Paddy Power also uses its welcome bonus page to introduce new customers to its Paddy Power Rewards Club, which offers additional free bets, free spins, and more to any customer that sticks around after they have used their welcome bonus. This example shows how companies can use their digital platform to convert one-time customers into loyal patrons.
Make it clear
When it comes to digital loyalty, effective signposting is everything. That’s why many online casinos put all of their loyalty information out there from the get-go.
As soon as you enter the homepage of a website such as Paddy Power, you will instantly be greeted with banners explaining the freebies and rewards on offer not just for new customers, but for those who decide to stick around. By putting this information on your landing page, you can make it clear to customers that they will be rewarded for their loyalty now and in the future.
