The benefits of rewarding non-transactional activities

  • Opinion
  • May 23, 2019
  • Ros Netto
The benefits of rewarding non-transactional activities

Product and price is all very well, but retailers are increasingly seeking to avoid discounting by incentivising non-transactional behaviours instead. Ros Netto, consultant at Truth Customer Academy, shares some advice.

Over the past few years we have explored the rising trend of rewarding loyalty members for non-transactional behaviours and according to this year’s data, consumer interest and attitudes are improving.

The popularity of incentivising and rewarding desired behaviours beyond transactions is understandable. From a brand perspective, advantages from non-transactional rewards are reaped in the form of increased consumer engagement and data gathering. Consumer insights surmised from actions such as online surveys, reviews and social media activities are invaluable.

Rewarding beyond transactions is frequently used as a mechanism to drive specific consumer behaviours. Higher usage of an app may be encouraged and rewarded in order to reduce postage costs of statements or incentivising consumers to update contact details will ensure the business’s database is up-to-date, containing correct information.

It is, however, not solely the brand that benefits from non-transactional behaviour; consumers do too. 

Rewarding customers beyond transactions ensures the consumer feels valued by the brand outside of monetary exchange. The interaction becomes more personal and consumers, who may not have the spending power to earn frequent points and instant rewards traditionally, feel a sense of inclusivity when given the opportunity to earn through action-based activities.

A great example of how a brand has seamlessly incorporated this into their loyalty programme is Vans. The Vans loyalty programme, Vans Family, is a programme designed to recognise and reward members for who they are and what they like to do. Members receive points for shopping and for engaging with the brand.

“As a part of the Family, members get insider information, access to member-only contests and experiences, and sneak previews of upcoming product releases. As an added bonus, Family members will also have access to exclusive patterns to customize footwear and accessories in the Vans Customs platform.”
– Vans press release

Upon signing up, members are asked a series of questions to customise their profile. If a member doesn’t want to answer these at sign up, he/she can do so at a later stage.

Engagement opportunities include answering poll questions, sharing photos and stories, and more, for which points vary.  With their points, members redeem for things like members-only branded items, opportunities to win athlete-autographed products, as well as partner and sponsor-associated digital rewards.

The programme was built not as a transactional driver, but as a brand initiative to drive a deeper connection between the brand and consumers.

  1. Upload a photo and win a pair of Vans

Members earn 75 points when writing a brief story about their first pair of Vans and uploading a photo. They also stand a chance to win a custom pair of Vans.

2. Select your preferred music genre and earn 25 points

Members earn 25 points when sharing which music genre they prefer.

Once your answer is submitted, they inform you what other Vans Fans had selected, thus creating further interest and relevance to the programme.

3. Update your profile (via email):

Redeeming your points:

Redemption of points can take place online for Vans merchandise. 

Gathering and effectively utilising data captured through non-transactional activities and social interactions helps brands to develop a real-time, holistic view and understanding of the consumer throughout the purchase cycle. In Vans’s case, they have the ability to build an informed profile about their members, helping them truly understand them and offer relevant & tailored offerings. 

Lancome’s Elite Rewards has also incorporated the ability for members to earn additional points for online activities. 

Members of Lancome’s Elite Rewards rewards programme are able to earn points for shopping, connecting and sharing their information with Lancome. In addition to earning 10 points for every dollar spent, members can earn across a variety of non-transactional activities. These interactions help keep members engaged, as well as provide Lancome with valuable customer information.

By doing this, effective customer-centric buying experiences can be delivered based on strategic insights. The more tailored the buying experience becomes, the more likely repeat purchases will occur.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Idealog + Studio ZQ launch Wool-ovation competition: Enter now

Idealog is one of the few media brands dedicated to celebrating New Zealand’s special brand of creativity. We've teamed up with the New Zealand Merino ...


Sharesies investment platform joins the NZX

  • News
  • June 25, 2019
  • Courtney Devereux
Sharesies investment platform joins the NZX

Investment growth platform Sharesies has had a busy year in 2019, becoming B Corp certified earlier in April, and now has become an NZX participant starting this July.

Read more

Capitalise on today and invest in tomorrow at the Retail NZ Summit and SME Forum

New Zealand’s leading retail trade organization, Retail NZ, works year-round to assist its members with retail advice, benefits, industry intel and education. This July it’s ...


Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...


Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit