Give customers a head start on loyalty cards
Updated: Oct 11
People finish what they think they already started.
The study. Researchers from the University of Southern California and the University of Pennsylvania gave loyalty cards to car wash customers. Both cards needed 8 more washes for a free wash.
The finding. Customers with a 10-stamp card and 2 free stamps finished the card 34% of the time. Customers with a plain 8-stamp card finished it only 19% of the time. The head-start group also came back faster.
Why it matters. The task was the same in both groups. But the head start made people feel that they were already on the way. People work harder when they feel near a goal.
The takeaway. Start every loyalty card, setup list or progress bar with some progress already done.
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