What can you do about customer loyalty?
Recently, an industry-leading retailer with an international presence decided that they needed to launch a domestic loyalty program to strengthen customer loyalty in their 4,600 US-based stores. However, they didn't have the means to do this on their own. The goals of the program were straightforward: They needed a way to shift customers away from their competitors, increase market share, increase purchase frequency and shift purchase behavior to higher-margin products.
Additionally, the client needed to collect actionable data from its customers by integrating loyalty interactions into all consumer-facing channels: stores, e-commerce, social sites and more. Marketing sponsors also wanted to ensure that the program would drive deep, meaningful relationships and provide a platform for targeted marketing that supported the retail brand.
Given the size and visibility of the program, the client requested Pariveda to assist with launching business processes and systems to support its multi-million customer base.
Incentivize your customers with rewards program
Pariveda began by partnering with business stakeholders and external vendors to define program requirements, design solutions and deliver new features for the new loyalty program. We developed a new loyalty program website with ASP.NET MVC 2, which allowed users to create an online account, activate their membership, check balances, redeem points for rewards and more.
A mobile solution was also developed using jQuery mobile, which provided customers access to membership self-service capabilities from iPhone, Android and Blackberry devices. Customer service tools provided onsite and third-party call centers with tools to look up customer accounts and provide operational support for the loyalty program.
Finally, Pariveda utilized Agile software development methods to adapt quickly as early results from the program rollout provided new information about the tools needed to support its members.
Loyalty program enrolls over 6.6. million customers in just seven months
The loyalty pilot program launched in 450 stores, but the results spoke for themselves. Not only did it exceed business expectations, but it also accelerated the schedule for the national rollout to all 4,600 stores.
The program enrolled over 6.6 million customers in just seven months (with 66% being on the paid tier) and activated over 50% of its memberships on the loyalty program website. The program website received more than 2.5 million daily page views from members, and customer research showed strong acceptance and understanding of all that it entailed. Most importantly, though, is the fact that nearly 50% of domestic stores sales were attached to a loyalty program member; program members were shown to shop three times more than non-members, and share of wallet increased across the board.