Problems: Client was losing more customers than attracting new customers. Sales by loyalty customers was at 24% and declining as a percent of sales. Of course, this was having an impact on margin dollars as the loyalty customer value in sales, margin and frequency was much higher than a non-loyalty customer.
Better Solution: Refreshed the loyalty program to be aligned with the customers’ needs. Developed customer personas to better communicate with the customers. Created a “Right message to the right persona at the right time.”
Developed a comprehensive schedule, pre-testing and measurement criteria for monthly evaluation.
Result: An increase in loyalty membership sales and participation in the program. Exceeded all expectations. Loyalty membership grew to 74% of sales in less than 24 months and changed the entire business profit performance.