{"id":8439,"date":"2025-09-10T11:53:03","date_gmt":"2025-09-10T09:53:03","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=8439"},"modified":"2025-10-09T10:40:11","modified_gmt":"2025-10-09T08:40:11","slug":"jak-budovat-loajalitu-zakaznika-pomoci-vernostnich-programu","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/jak-budovat-loajalitu-zakaznika-pomoci-vernostnich-programu\/","title":{"rendered":"Jak budovat loajalitu z\u00e1kazn\u00edka pomoc\u00ed v\u011brnostn\u00edch program\u016f"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>V\u011brnostn\u00ed programy p\u0159edstavuj\u00ed d\u016fle\u017eitou sou\u010d\u00e1st marketingov\u00e9 komunikace. Jejich c\u00edlem je <b>z\u00edskat a&nbsp;udr\u017eet loajalitu st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f<\/b> <b>prost\u0159ednictv\u00edm odm\u011bn a&nbsp;v\u00fdhod<\/b>. Kvalitn\u00ed, v\u00fdhodn\u00fd a&nbsp;p\u0159ehledn\u00fd v\u011brnostn\u00ed syst\u00e9m s&nbsp;jasn\u011b definovan\u00fdmi pravidly motivuje z\u00e1kazn\u00edky k&nbsp;opakovan\u00fdm n\u00e1kup\u016fm a&nbsp;pom\u00e1h\u00e1 vytv\u00e1\u0159et dlouhodob\u00fd vztah k&nbsp;zna\u010dce.<\/p>\n<p><!--more--><\/p>\n<p>V\u011bt\u0161ina obchodn\u00edk\u016f zav\u00e1d\u00ed v\u011brnostn\u00ed programy nejen za \u00fa\u010delem poskytov\u00e1n\u00ed v\u00fdhod, ale tak\u00e9 kv\u016fli<b> sb\u011bru cenn\u00fdch dat o&nbsp;z\u00e1kaznick\u00e9m chov\u00e1n\u00ed <\/b>\u2013 nap\u0159\u00edklad o&nbsp;v\u00fd\u0161i a&nbsp;\u010detnosti objedn\u00e1vek, druhu po\u0159izovan\u00e9ho zbo\u017e\u00ed \u010di lokalit\u011b n\u00e1kupu. Tato data firmy n\u00e1sledn\u011b vyu\u017e\u00edvaj\u00ed k&nbsp;<b>segmentaci z\u00e1kazn\u00edk\u016f<\/b> a&nbsp;c\u00edlen\u00e9 marketingov\u00e9 komunikaci, v\u010detn\u011b individu\u00e1ln\u00edch nab\u00eddek.<\/p>\n<p>Podle <a href=\"https:\/\/www.idnes.cz\/ekonomika\/domaci\/vernostni-program-karty-spotrebitel-zakaznik-slevy.A241204_144119_ekonomika_vebe\">studie<\/a> Incomind zkoumaj\u00edc\u00ed v\u011brnostn\u00ed programy z&nbsp;roku 2024 \u010de\u0161t\u00ed spot\u0159ebitel\u00e9 v&nbsp;pr\u016fm\u011bru vyu\u017e\u00edvaj\u00ed <b>14 v\u011brnostn\u00edch program\u016f<\/b>.Od v\u011brnostn\u00edch program\u016f o\u010dek\u00e1vaj\u00ed p\u0159edev\u0161\u00edm <b>\u00fasporu, transparentn\u00ed syst\u00e9m odm\u011bn a&nbsp;snadno dosa\u017eiteln\u00e9 benefity<\/b>.<\/p>\n<h2><b>Typologie benefit\u016f v\u011brnostn\u00edch program\u016f<\/b><\/h2>\n<p>V odborn\u00e9 literatu\u0159e neexistuje jednotn\u00e9 \u010dlen\u011bn\u00ed benefit\u016f v\u011brnostn\u00edch program\u016f. Proto jsme je pro \u00fa\u010dely tohoto \u010dl\u00e1nku rozd\u011blili podle jejich typu n\u00e1sledovn\u011b:<\/p>\n<ul>\n<li aria-level=\"1\"><b>Odm\u011bna a&nbsp;zhodnocen\u00ed<\/b>: Z\u00e1kazn\u00edci z\u00edsk\u00e1vaj\u00ed produkty \u010di slu\u017eby mimo b\u011b\u017en\u00e9 portfolio \u2013 nap\u0159. skipasy k&nbsp;n\u00e1kupu ly\u017e\u00ed. D\u00e1rkov\u00e9 syst\u00e9my naopak nab\u00edz\u00ed vzorky \u010di d\u00e1rky z&nbsp;nab\u00eddky prodejce.<\/li>\n<li aria-level=\"1\"><b>Partnerstv\u00ed<\/b>: V\u00fdhody lze uplatnit i&nbsp;u&nbsp;partnersk\u00fdch zna\u010dek \u2013 typicky slevy u&nbsp;partner\u016f banky.<\/li>\n<li aria-level=\"1\"><b>Rabat<\/b>: Z\u00e1kazn\u00edk z\u00edsk\u00e1v\u00e1 slevu za v\u011bt\u0161\u00ed objem n\u00e1kupu, p\u0159\u00edpadn\u011b \u010d\u00e1st pen\u011bz&nbsp;zp\u011bt.<\/li>\n<li aria-level=\"1\"><b>Sp\u0159\u00edzn\u011bnost<\/b>: Vztah je zalo\u017een\u00fd na&nbsp;sd\u00edlen\u00fdch hodnot\u00e1ch \u2013 nap\u0159. \u0160koda Auto s\u00e1z\u00ed za ka\u017ed\u00fd prodan\u00fd v\u016fz&nbsp;strom.<\/li>\n<li aria-level=\"1\"><b>Slevov\u00e9 programy<\/b>: Nab\u00edzej\u00ed zv\u00fdhodn\u011bn\u00e9 ceny, p\u0159\u00edpadn\u011b p\u0159\u00edstup k&nbsp;exkluzivn\u00edm nab\u00eddk\u00e1m.<\/li>\n<li aria-level=\"1\"><b>Kombinovan\u00e9 programy<\/b>: Umo\u017e\u0148uj\u00ed sb\u00edrat body za n\u00e1kupy a&nbsp;n\u00e1sledn\u011b je vyu\u017e\u00edt r\u016fzn\u00fdmi zp\u016fsoby \u2013 slevy, d\u00e1rky nebo p\u0159\u00edm\u00e9 n\u00e1kupy.<\/li>\n<li aria-level=\"1\"><b>Sdru\u017een\u00e9 programy<\/b>: spojuj\u00ed v\u00edce (nekonkuren\u010dn\u00edch) prodejc\u016f \u2013 nap\u0159. Pln\u00e1 Pen\u011b\u017eenka nebo Rondo.cz.<\/li>\n<\/ul>\n<h2><b>Jak z\u00edsk\u00e1vat z\u00e1kazn\u00edky na&nbsp;e-shopu?<\/b><\/h2>\n<p>V\u011brnostn\u00ed kluby v\u202foffline prost\u0159ed\u00ed zpravidla za\u010d\u00ednaj\u00ed registrac\u00ed p\u0159i n\u00e1kupu na&nbsp;prodejn\u011b, kde z\u00e1kazn\u00edk obdr\u017e\u00ed v\u011brnostn\u00ed kartu. Na&nbsp;tu se mu n\u00e1sledn\u011b na\u010d\u00edtaj\u00ed jednotliv\u00e9 n\u00e1kupy. Ji\u017e od&nbsp;okam\u017eiku vyd\u00e1n\u00ed karty m\u016f\u017ee z\u00e1kazn\u00edk <b>uplat\u0148ovat slevy<\/b> na&nbsp;aktu\u00e1ln\u011b zakoupen\u00e9 zbo\u017e\u00ed, p\u0159\u00edpadn\u011b <b>sb\u00edrat body<\/b>, kter\u00e9 pozd\u011bji vyu\u017eije jako slevu nebo je sm\u011bn\u00ed za <b>kupony<\/b>. V\u011brnostn\u00ed program tak\u00e9 \u010dasto slou\u017e\u00ed jako n\u00e1stroj <b>p\u00e9\u010de o&nbsp;z\u00e1kazn\u00edka<\/b> \u2013 prost\u0159ednictv\u00edm nab\u00eddek zas\u00edlan\u00fdch e-mailem, SMS zpr\u00e1vami nebo ti\u0161t\u011bn\u00fdmi katalogy. Dnes u\u017e b\u00fdvaj\u00ed offline syst\u00e9my \u00fazce propojen\u00e9 s&nbsp;online prost\u0159ed\u00edm a&nbsp;mobiln\u00edmi aplikacemi, co\u017e z\u00e1kazn\u00edk\u016fm umo\u017e\u0148uje prohl\u00ed\u017eet si a&nbsp;vyu\u017e\u00edvat v\u00fdhody v\u011brnostn\u00edho programu jak v&nbsp;kamenn\u00fdch obchodech, tak v&nbsp;e-shopech.<\/p>\n<p>N\u011bkter\u00e9 e-shopy vy\u017eaduj\u00ed registraci do&nbsp;syst\u00e9mu u\u017e p\u0159i vstupu na&nbsp;str\u00e1nky - jinak nezobraz\u00ed kompletn\u00ed nab\u00eddku. Jin\u00e9, otev\u0159en\u011bj\u0161\u00ed platformy mohou vy\u017eadovat registraci a\u017e p\u0159i objedn\u00e1vce. To ale nemus\u00ed m\u00edt kladn\u00fd vliv na&nbsp;po\u010dty v\u00fdsledn\u00fdch n\u00e1kup\u016f, proto b\u00fdv\u00e1 registrace dobrovoln\u00e1.<\/p>\n<p>V n\u00e1kupn\u00edm ko\u0161\u00edku se tak\u00e9 \u010dasto setk\u00e1v\u00e1me s&nbsp;mo\u017enost\u00ed p\u0159ihl\u00e1sit se k&nbsp;odb\u011bru newsletteru. E-shopy n\u00e1sledn\u011b vyu\u017e\u00edvaj\u00ed z\u00edskan\u00e1 data k\u202fe-mailov\u00fdm kampan\u00edm, segmentovan\u00e9 komunikaci dle z\u00e1kazn\u00edkov\u00fdch z\u00e1jm\u016f, nab\u00edzen\u00ed slev nebo k&nbsp;p\u0159ednostn\u00edmu informov\u00e1n\u00ed v\u011brn\u00fdch z\u00e1kazn\u00edk\u016f o&nbsp;limitovan\u00fdch kolekc\u00edch. N\u011bkter\u00e9 projekty dokonce obsahuj\u00ed i&nbsp;<b>neve\u0159ejn\u00e9 \u010d\u00e1sti str\u00e1nek<\/b>, kam se dostanou pouze <b>registrovan\u00ed u\u017eivatel\u00e9<\/b>.<\/p>\n<p>Sou\u010d\u00e1st\u00ed n\u011bkter\u00fdch syst\u00e9m\u016f b\u00fdvaj\u00ed i&nbsp;v\u00fd\u0161e zm\u00edn\u011bn\u00e9 mobiln\u00ed aplikace. Krom\u011b mo\u017enosti n\u00e1kupu z\u00e1kazn\u00edk v&nbsp;nich nalezne i&nbsp;informace o&nbsp;sv\u00fdch bodech, dostupn\u00fdch slev\u00e1ch a&nbsp;celo\u0159et\u011bzcov\u00fdch akc\u00edch a&nbsp;sout\u011b\u017e\u00edch. Obchod\u016fm d\u00edky tomu mohou zas\u00edlat <b>personalizovan\u00e9 notifikace<\/b>, p\u0159\u00edpadn\u011b upozor\u0148ovat na&nbsp;bl\u00ed\u017e\u00edc\u00ed se expiraci kupon\u016f a&nbsp;bod\u016f.<\/p>\n<p>Jak z\u00edsk\u00e1vat z\u00e1kazn\u00edky pro va\u0161i datab\u00e1zi jsme sepsali ji\u017e d\u0159\u00edve v&nbsp;tomto <a href=\"https:\/\/igloonet.cz\/blog\/jak-motivovat-uzivatele-k-registraci-a-prihlaseni\/\">\u010dl\u00e1nku<\/a>.<\/p>\n<h2><b>Motivace k&nbsp;zav\u00e1d\u011bn\u00ed program\u016f<\/b><\/h2>\n<p><b>A\u017e<\/b><a href=\"https:\/\/queue-it.com\/blog\/loyalty-program-statistics\/\"><b> 65\u202f%<\/b><\/a><b> tr\u017eeb poch\u00e1z\u00ed od&nbsp;vracej\u00edc\u00edch se z\u00e1kazn\u00edk\u016f<\/b>, p\u0159i\u010dem\u017e z\u00edsk\u00e1n\u00ed nov\u00e9ho m\u016f\u017ee b\u00fdt 2\u201325\u00d7 n\u00e1kladn\u011bj\u0161\u00ed ne\u017e udr\u017een\u00ed st\u00e1vaj\u00edc\u00edho. V\u011brnostn\u00ed syst\u00e9my tak nep\u0159in\u00e1\u0161ej\u00ed jen finan\u010dn\u00ed benefity, ale i&nbsp;\u0159adu dal\u0161\u00edch v\u00fdhod:<\/p>\n<ul>\n<li aria-level=\"1\">sb\u011br dat a&nbsp;zlep\u0161ov\u00e1n\u00ed c\u00edlen\u00e9 propagace,<\/li>\n<li aria-level=\"1\">sledov\u00e1n\u00ed n\u00e1kup\u016f v&nbsp;kamenn\u00fdch prodejn\u00e1ch,<\/li>\n<li aria-level=\"1\">budov\u00e1n\u00ed z\u00e1kaznick\u00fdch komunit,<\/li>\n<li aria-level=\"1\">zvy\u0161ov\u00e1n\u00ed pov\u011bdom\u00ed o&nbsp;zna\u010dce,<\/li>\n<li aria-level=\"1\">pos\u00edlen\u00ed komunikace nekomer\u010dn\u00edch aktivit zna\u010dky (sponzoring, ekologie apod.),<\/li>\n<li aria-level=\"1\">customer care.<\/li>\n<\/ul>\n<p>Chceme-li z\u00edskat dal\u0161\u00ed kan\u00e1l pro <b>prezentov\u00e1n\u00ed rozs\u00e1hl\u00e9 nab\u00eddky produkt\u016f, novinek a&nbsp;event\u016f<\/b>, vyu\u017e\u00edvejme pr\u00e1v\u011b e-mailovou komunikaci. Jej\u00ed sou\u010d\u00e1st\u00ed mohou b\u00fdt p\u0159ipom\u00ednky opu\u0161t\u011bn\u00fdch ko\u0161\u00edk\u016f nebo p\u0159edvypl\u0148ov\u00e1n\u00ed ko\u0161\u00edk\u016f produkty, kter\u00e9 z\u00e1kazn\u00edk opakovan\u011b nakupuje (nap\u0159. granule, kosmetika). Usnadn\u00edme tak z\u00e1kazn\u00edkovi jejich pravideln\u00e9 objedn\u00e1vky.<\/p>\n<p>Obchod se obvykle v\u011bnuje i&nbsp;dal\u0161\u00edm \u010dinnostem, kter\u00e9 ale s&nbsp;prodejem souvisej\u00ed m\u00e9n\u011b. Pro zna\u010dku je pak v\u00fdhodn\u00e9, aby tyto aktivity d\u00e1le komunikovala se sv\u00fdmi z\u00e1kazn\u00edky, t\u00edm ukazovala i&nbsp;druhou stranu podnik\u00e1n\u00ed a&nbsp;utu\u017eovala <b>vztahy a&nbsp;image<\/b>. B\u011b\u017en\u00e9 jsou nap\u0159\u00edklad sponzoringy, po\u0159\u00e1d\u00e1n\u00ed akc\u00ed, z\u0159izov\u00e1n\u00ed komunitn\u00edch center nebo podpora ekologie. D\u00edky takov\u00fdm iniciativ\u00e1m zna\u010dka p\u016fsob\u00ed pozitivn\u011b a&nbsp;z\u00e1kazn\u00edci jsou ochotni si i&nbsp;p\u0159iplatit, aby p\u0159isp\u011bli na&nbsp;tuto \u010dinnost.<\/p>\n<h2><b>Motivace z\u00e1kazn\u00edka<\/b><\/h2>\n<p>Nejl\u00e9pe v\u011brnostn\u00ed programy funguj\u00ed u&nbsp;pravideln\u00fdch z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed si se zna\u010dkou vybudovali vztah. Naopak jednor\u00e1zov\u00ed nakupuj\u00edc\u00ed \u010dasto nevid\u00ed ve&nbsp;v\u011brnostn\u00edch programech p\u0159idanou hodnotu a&nbsp;nemaj\u00ed d\u016fvod se zapojit. Nejv\u011bt\u0161\u00ed v\u00fdzvou z\u016fst\u00e1v\u00e1 skupina z\u00e1kazn\u00edk\u016f s&nbsp;vysok\u00fdmi n\u00e1kupy, ale n\u00edzkou loajalitou \u2013 ti snadno p\u0159ech\u00e1zej\u00ed ke&nbsp;konkurenci, obvykle kv\u016fli cen\u011b. Podle <a href=\"https:\/\/radekhrachovec.com\/2020\/02\/27\/jak-mobilni-aplikace-zvysuji-zakaznickou-vernost\/\">studie<\/a> zkoumaj\u00edc\u00ed vztah v\u011brnosti z\u00e1kazn\u00edk\u016f a&nbsp;mobiln\u00ed aplikace b\u00fdv\u00e1 \u010dastou chybou v\u011brnostn\u00edch syst\u00e9m\u016f to, \u017ee&nbsp;nab\u00edzej\u00ed fixn\u00ed slevy bez dal\u0161\u00ed motivace k&nbsp;opakovan\u00e9mu n\u00e1kupu, \u010d\u00edm\u017e obchodn\u00edci p\u0159ich\u00e1zej\u00ed o&nbsp;mar\u017ei. Jak tedy navrhnout program, kter\u00fd bude skute\u010dn\u011b motivuj\u00edc\u00ed a&nbsp;udr\u017eiteln\u00fd?<\/p>\n<p><b>Ide\u00e1ln\u00ed v\u011brnostn\u00ed syst\u00e9m<\/b><\/p>\n<p>Co by m\u011bl ide\u00e1ln\u00ed v\u011brnostn\u00ed syst\u00e9m spl\u0148ovat, aby byl atraktivn\u00ed pro z\u00e1kazn\u00edka, ale z\u00e1rove\u0148 pom\u00e1hal obchodn\u00edkovi v&nbsp;r\u016fstu?<\/p>\n<p>Podle aktu\u00e1ln\u00edch dat z&nbsp;roku 2025 a\u017e <b>85\u202f% z\u00e1kazn\u00edk\u016f<\/b> uv\u00e1d\u00ed, \u017ee&nbsp;s&nbsp;v\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed nakoup\u00ed u&nbsp;zna\u010dky, kter\u00e1 nab\u00edz\u00ed <b>v\u011brnostn\u00ed syst\u00e9m<\/b>. Mnoz\u00ed z&nbsp;nich dokonce p\u0159izn\u00e1vaj\u00ed, \u017ee&nbsp;si upravuj\u00ed v\u00fd\u0161i objedn\u00e1vky tak, aby dos\u00e1hli na&nbsp;ur\u010ditou odm\u011bnu. V\u011brnostn\u00ed programy tak re\u00e1ln\u011b <b>m\u011bn\u00ed jejich n\u00e1kupn\u00ed chov\u00e1n\u00ed<\/b>.<\/p>\n<p>Z\u00e1kazn\u00edci nej\u010dast\u011bji o\u010dek\u00e1vaj\u00ed:<\/p>\n<ul>\n<li aria-level=\"1\"><b>snadn\u00fd p\u0159\u00edstup k&nbsp;exkluzivn\u00edm nab\u00eddk\u00e1m a&nbsp;produkt\u016fm zdarma<\/b>,<\/li>\n<li aria-level=\"1\"><b>srozumitelnost a&nbsp;jednoduch\u00e9 pou\u017eit\u00ed<\/b>,<\/li>\n<li aria-level=\"1\"><b>dopravu zdarma<\/b>, kterou vy\u017eaduje a\u017e <b>73\u202f% u\u017eivatel\u016f<\/b>,<\/li>\n<li aria-level=\"1\"><b>personalizaci<\/b> \u2013 pro <b>80\u202f%<\/b> z\u00e1kazn\u00edk\u016f je kl\u00ed\u010dov\u00e1, a&nbsp;pr\u00e1v\u011b d\u00edky n\u00ed jsou ochotn\u00ed sd\u00edlet osobn\u00ed \u00fadaje, jako je datum narozen\u00ed \u010di telefon.<\/li>\n<\/ul>\n<p>Naopak 51&nbsp;% z\u00e1kazn\u00edk\u016f negativn\u011b vn\u00edm\u00e1 nutnost platit za dopravu p\u0159i vr\u00e1cen\u00ed zbo\u017e\u00ed. Pokud v\u011brnostn\u00ed program pamatuje i&nbsp;na&nbsp;tento bod, zvy\u0161uje se \u0161ance na&nbsp;v\u011bt\u0161\u00ed z\u00e1kaznickou loajalitu. Obchodn\u00edci, kte\u0159\u00ed v\u011brnostn\u00ed syst\u00e9m implementuj\u00ed spr\u00e1vn\u011b, se mohou t\u011b\u0161it na&nbsp;v\u00fdrazn\u00fd r\u016fst. Podle&nbsp;dat:<\/p>\n<ul>\n<li aria-level=\"1\">\u010dlenov\u00e9 v\u011brnostn\u00edch program\u016f generuj\u00ed a\u017e <b>3,1\u00d7 vy\u0161\u0161\u00ed tr\u017eby<\/b> ne\u017e b\u011b\u017en\u00ed z\u00e1kazn\u00edci,<\/li>\n<li aria-level=\"1\">ro\u010dn\u011b p\u0159in\u00e1\u0161ej\u00ed a\u017e <b>o&nbsp;18&nbsp;% v\u00edce tr\u017eeb <\/b>ne\u017e u\u017eivatel\u00e9, kte\u0159\u00ed nejsou \u010dleny,<\/li>\n<li aria-level=\"1\">ka\u017ed\u00fd <b>5% n\u00e1r\u016fst retence z\u00e1kazn\u00edk\u016f<\/b> se m\u016f\u017ee projevit a\u017e <b>25% n\u00e1r\u016fstem celkov\u00fdch p\u0159\u00edjm\u016f<\/b>,<\/li>\n<li aria-level=\"1\">vyu\u017eit\u00ed v\u011brnostn\u00edch syst\u00e9m\u016f zvy\u0161uje n\u00e1vratnost investic t\u00e9m\u011b\u0159 p\u011btin\u00e1sobn\u011b.<\/li>\n<\/ul>\n<p>K efektivn\u00edmu fungov\u00e1n\u00ed programu v\u0161ak nesta\u010d\u00ed jen dob\u0159e nastaven\u00e9 v\u00fdhody. Kl\u00ed\u010dov\u00e1 je i&nbsp;<b>viditelnost v\u011brnostn\u00edho syst\u00e9mu<\/b>, spr\u00e1vn\u00e1 <a href=\"https:\/\/igloonet.cz\/blog\/jak-motivovat-uzivatele-k-registraci-a-prihlaseni\/\"><b>motivace k&nbsp;registraci<\/b><\/a> a&nbsp;<a href=\"https:\/\/igloonet.cz\/blog\/velke-porovnani-slevovych-politik\/\"><b>srozumiteln\u00e1 slevov\u00e1 politika<\/b><\/a> \u2013 o&nbsp;t\u011bchto aspektech se v\u00edce do\u010dtete v&nbsp;na\u0161ich dal\u0161\u00edch \u010dl\u00e1nc\u00edch.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u011brnostn\u00ed programy p\u0159edstavuj\u00ed d\u016fle\u017eitou sou\u010d\u00e1st marketingov\u00e9 komunikace. Jejich c\u00edlem je z\u00edskat a&nbsp;udr\u017eet loajalitu st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f prost\u0159ednictv\u00edm odm\u011bn a&nbsp;v\u00fdhod. Kvalitn\u00ed, v\u00fdhodn\u00fd a&nbsp;p\u0159ehledn\u00fd v\u011brnostn\u00ed syst\u00e9m s&nbsp;jasn\u011b definovan\u00fdmi pravidly motivuje z\u00e1kazn\u00edky k&nbsp;opakovan\u00fdm n\u00e1kup\u016fm a&nbsp;pom\u00e1h\u00e1 vytv\u00e1\u0159et dlouhodob\u00fd vztah k&nbsp;zna\u010dce.<\/p>\n","protected":false},"author":47,"featured_media":8444,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[102],"class_list":["post-8439","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jak budovat loajalitu z\u00e1kazn\u00edka pomoc\u00ed v\u011brnostn\u00edch program\u016f | igloonet blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/jak-budovat-loajalitu-zakaznika-pomoci-vernostnich-programu\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak budovat loajalitu z\u00e1kazn\u00edka pomoc\u00ed v\u011brnostn\u00edch program\u016f | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"V\u011brnostn\u00ed programy p\u0159edstavuj\u00ed d\u016fle\u017eitou sou\u010d\u00e1st marketingov\u00e9 komunikace. 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