Key CCG Services
As a marketing manager, you know the challenge of keeping up with today’s digital, multi-channel consumer. You also know how tough it can be to track and identify the customers who are most loyal to your brand. But you may not realize just how big a role the latest technology can play in creating a loyalty program that not only rewards your best customers, but also helps you acquire new ones. Just take a look at how an updated, mobile-savvy rewards program worked for Off Broadway Shoes.
Mobile rewards program leads to more member data collected, higher membership, increased sales and better company margins.
A Brief Loyalty Program Backstory
For several years, Off Broadway Shoe Warehouse offered its Encore Rewards program. Members were able to earn 10% off their next purchase. To redeem their reward, members had to keep their receipt and show it to the cashier.
Although feedback from Off Broadway rewards members and store personnel was generally positive, the rewards program had issues. Wear and tear on the receipts made them difficult for store personnel to read. And if a customer lost a receipt, there was no way to replace it, so the member lost the reward, too.
For most of the Encore Rewards program tenure, there was no expiration date on the discount, making it difficult for Off Broadway Shoe Warehouse to manage program margins. Most importantly, the program also didn’t offer a way to capture important customer data and information.
It was obvious that the Off Broadway Shoes rewards program was ripe for improvement.
Transitioning to an Updated Rewards Program
The Off Broadway marketing team turned to Customer Communications Group, Inc. (CCG), for help in updating and refining its approach to loyalty. Among its goals, the retail chain wanted to develop a way to track all customer behavior, while catering to modern, multi-channel, digitally savvy consumers.
CCG’s retail loyalty experts worked closely with Off Broadway to develop a rewards program that addressed those objectives and carried a strong appeal to customers.
The result? A mobile-based rewards program that allows customers to enroll by providing a mobile phone number or an email address. For ultimate member convenience, it’s completely cardless and paperless.
The revamped Off Broadway rewards program has a simple, straightforward value proposition, with appealing member perks.
To ensure a smooth transition into the new rewards program, CCG worked with the company to create a detailed plan outlining each step of the process, from initial store communications to the date of the last possible receipt redemption.
Result: Increased Customer Loyalty and Company Profits
While some store personnel were still nervous about the transition into the new rewards program, the launch ran smoothly and overall customer feedback was positive.
Most important, the program achieved the company’s initial goals — and then some. For instance, the rewards program allows Off Broadway to do the following:
- Collect more member data than before. Membership exceeds 2 million members and makes up more than 60% of sales, which has allowed the retailer to achieve better margin management since reward program members spend more and visit more frequently than non-members.
- Target bonus points and use them to drive behavior.
- Leverage trigger emails to drive behavior, such as alerting members when they’re close to earning a reward or letting members know a reward is about to expire.
In short, the Off Broadway rewards program has been an unqualified success. To make sure it doesn’t go stale, CCG continued to work with Off Broadway to manage and support the program as well as to investigate additional member benefits and the value of adding more personalized, relevant communications.
Key CCG Services
Loyalty program development, refinement & management
FasTrackTM program implementation
Omni-channel content strategy & planning
Traffic-building program development
Retention program development
Cross-sell or upsell program development
CRM business case development
Email performance analysis
Digital marketing plans and optimization
CRM/loyalty program support service
Database analysis & mining
Modeling, including predictive, look-alike & regressive modeling (e.g., decision trees)
Marketing & email performance analysis
Statistical Loyalty Program Optimization™
Qualitative & quantitative customer research
Email reporting, industry benchmarking and KPI benchmarking
Testing design & analysis
Segmentation & cluster analysis
Functional requirements support
Use case support
Content strategy & planning
Research & writing
Print & digital design
Direct mail & other print assets
Email, web, video, social media
Digital & interactive
Print production & fulfillment
Loyalty program communications audit, planning, design & execution
Marketing campaign conception
Information architecture and wireframing
Mobile-first responsive design
Email deployment using Oracle’s Responsys, Epsilon DREAM or ExactTarget platforms
Strategic use of dynamic and variable content
User interface design
Are you next?
Does your customer loyalty program need a refresh? CCG’s retail marketing experts can help with everything from customer research, data analytics and segmentation, to strategy, implementation, ROI measurement and more. Complete the form below or call us at 303.986.3000 to schedule a free consultation and see how we can help you.