Tapja

Stats & studies

Does loyalty pay off? The numbers say: yes.

We don't just claim it. We show what the research says, and calculate what it could mean for your shop.

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The key points

  • A gifted stamp head start nearly doubled the redemption rate in a study: 34% instead of 19% (Nunes & Drèze, 2006).
  • Just 5% higher customer retention boosted profit by over 25% (Bain & Company, financial services).
  • Acquiring a new customer costs 5 to 25 times more than retaining an existing one (Harvard Business Review).
  • These figures come from other industries. They show the direction, but are not a Tapja guarantee.
Study in focus

A head start motivates, proven with stamp cards

In a widely cited study at a car wash, customers received either an empty stamp card (8 stamps needed) or a card with 2 stamps already gifted (10 needed). Although both required the same number of purchases, those with the gifted head start redeemed their card nearly twice as often: 34% versus 19%.

How to use this with Tapja Tapja can start new cards with a few gifted stamps — exactly this effect from the study. You give your guests a visible head start without giving away more. Digital stamp card →

Source: Nunes, J. C., & Drèze, X. (2006). The Endowed Progress Effect. Journal of Consumer Research, 32(4), 504–512.

34 %
vs. 19 %
redemption
Why regulars pay off

Four numbers that make the case for loyalty.

+25% profit

Just 5% higher customer retention boosted profit by over 25% in a Bain & Company analysis (financial services).

Source: Bain & Company / F. Reichheld

5–25× pricier

Acquiring a new customer costs 5 to 25 times more than retaining an existing one, according to Harvard Business Review.

Source: Harvard Business Review

+30% and more

Studies show that regulars spend noticeably more than walk-in customers depending on the sector, often around 30%, sometimes significantly more.

Source: Invesp / Forbes; BIA Advisory Services

60–70% vs. 5–20%

The probability of selling to an existing customer is 60–70%, versus just 5–20% for a new one.

Source: Marketing Metrics

Staying honest

Fairly framed

These numbers come from other industries and studies. They're not a promise that Tapja will deliver exactly these figures for you. They show the direction: regulars are worth more than a constant stream of new faces. What Tapja does in your shop depends on your offer, and as soon as we have real customer data, we'll show it here.

Run the numbers yourself

Enough theory: What does it mean for you?

Set the sliders to your numbers and see what a few extra visits a month add up to.

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What does Tapja get me?

Estimate your potential extra revenue.

Just tell us what you know: your customers per month and the average spend. We put the rest into an honest scenario.

Roughly how many customers do you serve per month?
Average spend per visit
How optimistic should we calculate?

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Estimated extra revenue — / month —
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Your matching plan

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Net effect — —
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Regulars don’t just come back more often, studies show they also spend more than walk-in customers.

Estimate based on your inputs and common assumptions, not guaranteed values. How many guests join in and come back more often depends on your offer and programme.

Wallet beats inbox

Why a card in the wallet beats an email

Email marketing is good, but in hospitality only around a third of emails are even opened, and under 1% are clicked. And most small shops have no way to collect contacts at all. Tapja solves both: your customer list builds automatically when the card is added, and your message appears right on the lock screen, not in an inbox that is rarely opened.

Source: Email benchmarks hospitality: Constant Contact / industry data

0 min
until your program is live
0 wallets
Apple & Google included
€0
to start, no card needed
0 %
GDPR-compliant, servers in the EU
Frequently asked

Does loyalty pay off, answered briefly

Do stamp cards really work?
The research suggests so: in a controlled study, the group with a small head start redeemed their stamp card nearly twice as often (34% vs. 19%). Loyalty programs give guests a measurable reason to come back. The key is that the card is always with them. That is exactly what a wallet card solves.
What is the endowed progress effect?
The endowed progress effect describes how people pursue a goal more persistently when given an artificial head start. In the Nunes & Drèze (2006) study both groups needed the same number of purchases, but those who started with 2 gifted stamps stuck with it far more often. Digitally, you can recreate this with a starting head start.
How much more do regulars spend?
Existing customers spend on average around 31% more than new ones, and the probability of selling to them is 60–70% versus 5–20% for new customers (Invesp, Marketing Metrics). Regulars are not only cheaper to keep. They also buy more often and more.
How much does acquiring a new customer cost?
According to Harvard Business Review, acquiring a new customer costs 5 to 25 times more than retaining an existing one. Just 5% higher retention boosted profit by over 25% in a Bain & Company analysis. Retention is often the cheaper growth lever.
Does a wallet card beat email marketing?
Both have their place. But in hospitality only around a third of emails are opened and under 1% are clicked, and many small shops collect no contacts at all. The wallet card builds your customer list automatically and shows messages right on the lock screen, not in a rarely opened inbox.
Does Tapja guarantee these results?
No. The numbers come from studies in other industries and are not a promise for your shop. They show the direction: regulars are worth more than a constant stream of new faces. What Tapja does for you depends on your offer, and as soon as we have real customer data, we will show it here.

Sources

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