As the year comes to an end, the biggest headache for CRM and Accounting teams is inevitably “Outstanding Points”or the skyrocketing number of unredeemed points in the system. In accounting terms, this is a “Liability” that the company must carry. The more customers hoard, the scarier the numbers get.
The big challenge is… How do we get customers to willingly “Burn Points” while feeling it’s “worth it,” and ensuring the brand gets Engagement in return?
Check out these 3 ideas that cater to every customer behavior group:
1. “Micro-Burning”
Redeem for Essentials At year-end, everyone has high expenses—gifts, travel, etc. Using points to “save cash” is the easiest trigger. Try partnering with Partners to allow point redemption for things that can be used immediately without waiting for delivery, such as phone bills, internet fees, gas discounts, or convenience store E-Vouchers. Customers will feel that points are as valuable as cash, making the decision to redeem easy and thought-free.
2. “Gamified Burning”
Turn Small Points into Excitement A classic problem is customers having “just a little” points left (e.g., 50-100 points). They can’t redeem big items, but it’s a waste to throw them away. The solution is using Gamification. For example, a “Lucky Draw” campaign using 9 points to win an iPhone, or a “Mystery Box” using points for a chance to win big prizes. This method helps clear “Dust Points” out of the system effectively and drives massive Traffic to the app out of curiosity.
3. “Meaningful Burning”
Turn Points into Emotional Fulfillment (CSR) This is perfect for High Tier customers who have a lot of points but “already have everything.” Premium items might not attract them, but this group often values “giving.” Try a campaign to donate points to foundations (Children, Animals, Environment). Besides reducing a huge chunk of Liability, the brand gains a positive CSR image without spending a single baht on Logistics for shipping rewards.
Tip: Do Segmentation before launching the campaign. Group them clearly: target those with high points for donations or big rewards, and target those with small points for lucky draws. This will yield much better Conversion than casting a wide net.
This New Year, let’s turn “Liability” into “Sales” and good “Relationships” with customers.
Consult the PRIMO team
LINE: @primo.official
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