BUILDING LOYALTY

CCG has a remedy for nausea and sliding sales.

BOTTOM LINE
Client: The Bon-Ton Department Stores
Challenge: With card transactions on a steady decline for five years, The Bon-Ton needed to reverse the trend and boost loyalty.
Solution: After identifying The Bon-Ton’s top customers, CCG created a loyalty program centered on the bread and butter of its customer base.
Results: The Bon-Ton saw an immediate 14 percent jump in sales, and its ratio of credit card sales are the envy of its top competitors.
The top 20 percent of your customers traditionally account for 60 to 80 percent of your business. The Bon-Ton Department Stores realized this but watched in frustration as its ratio of card transactions dropped 8 percent in five years. In order to buck this downward trend, the retailer chose CCG as a partner to develop a “best” customer program for its proprietary credit card.

CCG’s strategic consultants performed extensive customer segmentation and profiling to identify loyal and up-and-coming customer segments, which drove the program’s design and creative strategy.

Our loyalty expertise coupled with the successful history and marketing position of The Bon-Ton formed a powerful combination to retain and grow credit card revenues and store growth.

Within a month of launching the program, The Bon-Ton saw a 14 percent lift in sales.

The Bon-Ton’s credit card transactions are back up to 50 percent of sales, while many national retailers hover between 37 and 41 percent.

“We chose CCG because it was highly recommended by industry leaders, it provides an end-to-end solution and, most importantly, it has a proven track record of producing results.”

– John Gleason, Vice President of Corporate Credit, The Bon-Ton

Are you maximizing the value of your top customers?
Call Greg Sultan, SVP, National Marketing Manager,
at 800.525.0313 x122, or send an e-mail to greg.sultan@customer.com