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Loyalty trends and best practices

Loyalty Marketing 2.0: The Search for Effective, Relevant, and Engaging Loyalty

by Zach Woith
May 19, 2016
Loyalty Marketing 2.0: The Search for Effective, Relevant, and Engaging Loyalty

Originally posted on The Huffington Post: To keep customers coming back, many companies have implemented customer loyalty programs based on transactions with promotions and discounts, and others have instituted programs based only on gamification and engagement. Although both structures have seen success in the past, they have been predicated and built on a brand-led choice, rather than from the customer perspective. Loyalty design was assumed to be a brand’s choice, and success was independent of that design. Today, a number of new programs have appeared with a clear idea of a customer-centric loyalty approach; one that combines customer excitement with a use of relevant transactional opportunities. This discovery of the right program structure has over time become based upon an understanding of relevancy to the customers and financial sense to the brand. In this article, I cover the... Read more

How to Craft an Award-Winning Loyalty Campaign (Case Study)

by Zach Woith
April 15, 2014
How to Craft an Award-Winning Loyalty Campaign (Case Study)

Looking to leverage your loyalty program to drive more sales, boost margins, and enhance your brand? Then you'll definitely want to take a look at the award-winning loyalty campaign from Spa Week, the health and wellness brand whose loyalty program, MyWellness Rewards, recently won the Loyalty360 Award for Best Creative Campaign in Loyalty Marketing. With its goal of engaging shoppers throughout the year across multiple channels, Spa Week rolled out a yearlong campaign with seasonally themed installments. Starting with January's "Resolve to Relax" and ending with December's "Shop to Unlock," Spa Week used these campaigns to increase brand engagement while luring in shoppers with real added value. For example, the Thanksgiving campaign, titled "Thanks-Giveaway," featured a 1,000 Wellness Point giveaway, with entries granted as a reward for social referrals via Twitter, Facebook and email. ... Read more

Revving Up Loyalty at Cruiser Customizing

by Ashley Bienvenu
March 14, 2014
Revving Up Loyalty at Cruiser Customizing

Leaders in Loyalty shares the insights and experiences of executives who run loyalty programs. In this edition, Brian Moreno, Marketing Specialist at motorcycle parts and accessories retailer Cruiser Customizing, explains how loyalty-fueled email marketing boosts the mileage of his customer retention investments. Why did you launch Cruiser Customizing Rider Rewards? Moreno: Motorcycle parts and accessories is a competitive industry, and we were looking for ways to stand out. We're not willing to kill margins just to attract customers, so we can't always play the price game. A loyalty program was a great way give our customers an extra bonus. Since we’ve launched, most of our competitors have followed suit and set up their own rewards programs. What benefits are you seeing from Rider Rewards? Moreno: I can't share all the numbers because we consider our loyalty program a strategic asset, but I can tell ... Read more

Successfully Driving Loyalty at U.S. Auto Parts (IR 100 Retailer)

by Zach Woith
February 03, 2014
Successfully Driving Loyalty at U.S. Auto Parts (IR 100 Retailer)

Leaders in Loyalty shares the insights and experiences of executives who run loyalty programs. In this edition, U.S. Auto Parts VP of Marketing Houman Akhavan discusses selling loyalty to colleagues and structuring rewards. How did you rally support at U.S. Auto Parts for your loyalty program? Akhavan: Acquiring new customers is expensive. I positioned loyalty as a way to increase repeat purchase, and that made a lot of sense to our team. In an industry as competitive as ours, where only around 20% of customers make a repeat purchase within 12 months, loyalty incentives give people a reason to bring us their next purchase. Another benefit is channel diversification. With Google becoming such a dominant source of shoppers, investing in our customers as a new way to grow the business was appealing. How has your loyalty program paid off for the business? Akhavan: One way is that it lets ... Read more

The Healthy Benefits of Kate Somervilles Loyalty Program

by Zach Woith
January 27, 2014
The Healthy Benefits of Kate Somervilles Loyalty Program

Leaders in Loyalty shares the insights and experiences of executives who run loyalty programs. In this installment, Matt Bunn, Director of Digital Marketing at Kate Somerville, talks about the many benefits of the skincare brand's loyalty strategy. Why did you launch the Ultimate Kate Rewards loyalty program at Kate Somerville? Our primary goals are email acquisition, customer retention and increased visitor engagement. Skin care and beauty is a competitive landscape, and most of our retail partners — such as Nordstrom and Sephora — offer their own customer loyalty programs. Ultimate Kate Rewards puts our online presence on a level playing field. Also, because we utilize our program to communicate with our most loyal customers, it elevates the overall brand relationship. Your loyalty program rewards not only purchases, but other activities as well. Can you explain how that drives ROI? We r... Read more

How Build.com's Loyalty Program Builds Profits

by Arif Damji
January 21, 2014
How Build.com's Loyalty Program Builds Profits

Leaders in Loyalty shares the insights and experiences of executives who run loyalty programs. In this installment, Brandon Proctor, VP of Marketing at online home improvement powerhouse Build.com (#80 on the IR500), talks about how loyalty program data can improve acquisition and profitability. Why launch a loyalty program at Build.com? Loyalty programs give you the data to make all kinds of better decisions because you can assign value to — and track — activities outside of a purchase. For example, you can reward customers for posting a product review, for social sharing, or just for coming back to your site a few times each month. All these activities give you the profile data to identify actions that ultimately drive more sales, helping you understand who your customers really are. Retailers love to throw around terms like CLV (customer lifetime value), profile-based marketing, and Big Data, but f... Read more

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