Customers deserve to be rewarded for a variety of behaviours, so in addition to our extensive portfolio of clients that reward customers for their purchases, we are also extremely proud that our loyalty marketing platform is being used as a unique solution in the market research sector.
This article showcases how our software is being used to track and reward a database of customers for their opinions in online surveys, for reporting on their experiences in stores as a “mystery shopper”, or for attending focus groups in person or by phone.
One market research client we work with is Norstat Group, the leading independent European market research firm that collects data in eighteen countries and has offices in twelve. It’s a company that offers comprehensive data and insights services to their clients using consumer panels to connect brands and consumers, politicians and voters and publishers and audiences. They collect data in a variety of ways, both online and offline, self-reported and automatic.
Liquid Barcodes is proud to power the comprehensive loyalty programme that supports Norstat’s “panelists”, rewarding them with relevant, engaging and affordable rewards in all of their markets, including the UK, France, Germany, Italy, Norway, Denmark, Sweden, Finland, Estonia, Latvia, Lithuania and Poland.
Norstat carefully selects and invites consumers of various demographics to join its research panel.
The Consumer Panel
The “backbone” of Norstat’s data collection capabilities is its consumer panel, and they maintain an active database of over 650,000 relevant consumers and decision makers that allows them to collect high quality data. The information they gather from these consumers gives their clients valuable insights and helps them make business decisions.
The Proposition for Panelists
Membership of the Norstat panel is by invitation only, to ensure that ONLY consumers who fit the profile that Norstat clients wants insights from are consulted.
Members are invited by email to take part in online surveys or mystery shopping projects, with a clear and compelling summary of the rewards on offer if they complete the research requirements during the survey period.
For simplicity and consistency from project to project, these rewards are called Norstat Coins, which members collect and then use within the Norstat store. The number of coins awarded depends on the duration of the survey which ranges from one minute to twenty minutes, and only completed surveys are rewarded. Norstat Coins are then paid out once the member reaches 150 Norstat Coins, worth 15 GBP.
Panellists also earn “stars” for completing surveys, which are used to calculate their membership level, with each level offering new benefits, including entry to quarterly travel competitions and badges for completing certain projects.
The Range of Rewards
One of the secrets to Norstat’s success is rewarding its panellists with relevant and engaging rewards that are affordable for the clients who are ultimately funding them.
Rewards are designed to be accessible, with the least expensive option consisting of a donation to support forests by planting a new tree for as little as five Norstat Coins, or 50p.
Charity partners are also an important part of the rewards shop, with an extensive range of global charity and environmental organisations benefitting. In 2020, £144,341 was donated to charity projects by Norstat panellists.
Gift vouchers of different values can also be chosen by simply accessing the Norstat shop when the panellist logs on to her account. The shop includes vouchers for both online and offline merchants, with an impressive range of partners to ensure that members in every country find something they love. Gift card options include Paypal and Amazon, REWE vouchers in Germany (the biggest grocery player), as well as gift certificates that can be used for electronics, entertainment, music, fashion and travel.
Another appealing option for panellists are the “everyday rewards” options, which allows members to claim FMCG products they love, such as coffee, Coca Cola and ice-cream from 7-Eleven stores operated by Reitan Convenience across Scandinavia.
7-Eleven is a strategic partner of Norstat Group for members to claim “everyday rewards”.
As Liquid Barcodes already powers a customer loyalty programme for Reitan Convenience, the team there is delighted to welcome Norstat panellists to use their points on everyday relevant treats throughout their chain of 7-Eleven stores across Scandinavia. For them, it’s another B2B channel that is driving footfall in to their stores.
Market Research at Scale
Norstat is a leading market research firm, with blue chip clients including Deloitte, Ipsos, Nintendo and Boston Consulting Group , and they are thrilled to have identified our gamification-based loyalty marketing platform to effectively manage their panellists.
For us in Liquid Barcodes, Norstat is a superb example of the power of loyalty mechanics to track and reward customer behaviour, not just for their purchases but now for their ideas and insights too.
About Us:
Liquid Barcodes is a leading global loyalty and digital marketing technology company specialising in the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.
How we do it:
We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.
Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.
One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.
Check out some of our exciting/proven results here:
About Me:
Chief Content Officer, Liquid Barcodes and Loyalty Podcaster
With over twenty-five years marketing experience, I specialise in loyalty marketing articles and podcasts. In addition to working with Liquid Barcodes, my clients have included Telefonica O2 Priority, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group (UAE), as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards and proud host of the “Let’s Talk Loyalty” podcast – the industry’s first podcast for loyalty marketing professionals.
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