1. About this guide
This guide helps shop owners run a loyalty program with Taply in a way that is clear and fair to customers. It is general information, not legal advice, and following it does not guarantee that your program complies with every rule that applies to your business. Ask your own adviser about your situation.
It is based on the Dutch Chamber of Commerce (KVK) article “Customer loyalty with loyalty programmes: these are the rules” at https://www.kvk.nl/en/managing-and-growing/customer-loyalty-with-loyalty-programmes-these-are-the-rules/ and on common consumer, advertising and privacy rules. Read the KVK article too, because rules and its advice can change.
Taply provides the technology. You decide your rewards and conditions and you are responsible for your promises to your customers, as set out in the Merchant Service Agreement.
2. State your conditions clearly
Before customers start collecting, they should be able to see what they need to do and what they get. Describe how many stamps are needed, what the reward is, what counts as a qualifying visit or purchase (for example a minimum spend), whether stamps or rewards expire, and any exclusions such as products or days that do not count.
Show the conditions where customers will see them: in the reward descriptions on the Taply card and, where you can, at the counter. Keep the wording simple and do not hide important conditions in small print. A tap only shows that the stamper was read, so decide how you check that the visit qualifies.
3. Keep your promises
Honor the stamps customers have earned and the rewards they are entitled to. If a customer meets your published conditions, give the reward.
If you change your program, change it for the future and tell customers in advance. Do not remove or devalue stamps customers have already earned. If you close the program, give customers reasonable notice and a fair chance to use what they have collected.
Keep expiry rules fair and visible. If stamps or rewards can expire, say so before customers collect, not afterwards.
4. Do not mislead customers
Describe rewards accurately. Do not call something free if the customer has to buy something else to get it without saying so, and do not create false urgency or imply a benefit you do not give.
Comply with the consumer and advertising rules that apply to your business, including the rules on misleading commercial practices. If you advertise your program, keep the advertisement consistent with your conditions.
5. Respect customer privacy and marketing choices
Customers’ personal data is protected by privacy law (the GDPR in the EU). Use the customer information available through Taply only for your loyalty program, tell customers what you do with it, limit which staff can see it and do not sell it or reuse it for unrelated purposes.
Send promotional messages only to customers who have chosen to receive them, and honor opt-outs straight away. Having an email address or birthday is not permission to send promotions. Taply’s marketing tools only reach customers who opted in, and customers can switch off marketing in their profile settings.
6. Products, prizes and taxes that need extra care
Check the rules before you reward certain products. Alcohol, tobacco and other age-restricted products can be subject to limits on promotions and discounts. Do not hand rewards of this kind to people below the legal age.
Rewards that depend on chance, such as prize draws or lotteries linked to purchases, can fall under gambling rules. Taply stamp cards reward a fixed number of visits, not chance. Do not combine them with chance-based prizes without checking the rules.
Discounts and free items can affect your pricing information obligations and your tax position, including VAT. Ask your accountant how to record the rewards you give.
7. Checklist before you launch
1. Your rewards, stamp targets, qualifying purchases, expiry rules and exclusions are written down in simple words and shown to customers.
2. You can and will honor every reward customers earn, and you know how you will check qualifying visits.
3. You will announce changes in advance and will not remove stamps already earned.
4. Your reward descriptions and any advertising are accurate and not misleading.
5. You use customer information only for your program, you send marketing only to customers who opted in, and you honor opt-outs.
6. You have checked the rules for age-restricted products, chance-based prizes and the tax treatment of rewards.
8. Where to get help
For rules that apply to your business, see the KVK article linked above, contact the KVK advice line, or ask your own legal or tax adviser. For questions about the Taply tools, email support@taply.solutions.
Questions? info@taply.solutions