Loyalty programs are among the most powerful marketing tools available for a shooting range. Since they work to make existing customers stick with your range instead of by attracting new customers, it’s very easy to predict the ratio of costs to gains. Many ranges hesitate to implement loyalty programs because they are worried that they won’t be able to find a good set of rewards, but the reality is that there are several cheap and attractive options available to most ranges.
Plenty of shooters take up reloading to save on the cost of ammo, and that reduced cost makes many of them shoot more often than people who don’t reload. Reloading supplies make for an attractive incentive for shooters because they can lower the cost of reloading even more. They’re also good for the range because the owner can simply collect any discarded brass at the range as they do the normal cleaning. This makes the cost of handing out used brass very low.
It can also encourage plenty of extra shooting. Most reloading enthusiasts will shoot more as the cost of shooting goes down. That means that they spend more time, and thus more money, at your shooting range.
A shooting range that requires membership fees can offer guest passes as a loyalty reward. The guests will accompany regular shooters, so guest passes rarely increase range usage or crowding too much. It’s also a cheap option, since the range doesn’t need to provide any expensive products for free. If your range sells food or ammunition, bringing in guests can even be profitable. Some of those guests will turn into regular shooters over time, so this is a good way to recruit more members for the club.
Most shooting ranges offer classes on gun safety and various shooting sports. Bringing in teachers can be expensive, but adding a couple of extra people to the class won’t raise the price very much. That means that handing out free entry to a class is fairly cheap for the shooting range, but valuable to some shooters. This type of reward is most appealing to novices, and unlikely to be particularly attractive to experienced shooters, so it is best for a shooting range that can regularly attract new people.
Most people prefer to try things before they buy them, but that isn’t always possible when it comes to guns. If your range has a collection of guns available, consider letting loyal customers try them out. That will give them a chance to shoot with an unusual weapon, and make an informed decision about whether they would like to buy one of their own or not.