· 6 min
Getting your first 100 loyalty members is harder than getting the next 1,000. Here is what works in the first few weeks before word of mouth kicks in.
Getting your first 100 loyalty members is harder than getting the next 1,000. The first group requires building something from nothing: no social proof, no word of mouth, nobody to tell other people about it.
This guide covers what works in the first few weeks, and what to ignore until you have more traction.
Start with your regulars, not new customers
Do not begin by trying to attract new customers to the programme. Start with the people who already come through your door every week. They know you, they trust you, and they are far more likely to scan a QR code when you explain what it is.
Most small businesses have between 20 and 80 people who visit at least once a week. If you convert half of them in the first two weeks, you have 10 to 40 members without spending anything on marketing.
What to say at the counter
The script does not need to be long. Something like: 'We just started a loyalty card — every time you come in you get a stamp, and after ten you get a free coffee. Scan that QR code and you are signed up.'
Short, specific, and it explains the reward straight away. Customers decide in about five seconds whether they will bother. Spend 30 seconds explaining and most of them have already moved on.
What your staff need to know
- What the reward is — they will be asked
- How to show the QR code at the till or counter
- That they should mention it to every customer for the first two weeks
- That it is not optional — it is part of the service during launch
Give every new member their first stamp or point at sign-up. A card that already has one stamp has a much higher chance of being completed than a blank one. Research on this goes back decades.
Where to put the QR code
The QR code needs to be in the right place at the right moment. That moment is when the customer is waiting — for their order, to pay, for anything.
- On the counter or till, next to the card machine
- On the table — restaurants and cafes
- On the receipt — works well for shops
- On a small stand near the exit
- On the menu or any printed material the customer holds
Avoid putting it somewhere customers only see when they are rushing out the door. At eye level, at the point of payment, is the best position.
The reward matters more than the programme
Reaching 100 members requires that people want to sign up. A 5% discount does not motivate anyone. A free coffee, a free dessert, a free treatment — these feel worth working towards.
The more concrete the reward, the higher the sign-up rate. 'Get a free cappuccino after 10 visits' converts far better than 'earn points towards future savings.'
Give it six weeks before judging
Most business owners check their loyalty numbers after one week and feel disappointed. One week is not long enough to see anything meaningful. The first month is slow. The second month is faster.
- Weeks 1–2: Regulars you told personally (10–30 members)
- Weeks 3–4: Regulars who spotted the QR code themselves (5–15 more)
- Weeks 5–6: New customers who heard about it on arrival (10–20 more)
- Month 2: Word of mouth starts — regulars tell friends (15–30 more)
Track only what tells you something useful
- New members joined this week
- Stamps or points given vs. number of members (shows visit frequency)
- Whether any rewards were redeemed — if not, the threshold may be too high
- Which member signed up most recently — confirms momentum is still there
80% of your first 100 loyalty members will be existing customers, not new ones