situation
Our large retail client had long operated a loyalty program rewarding participating professional customers with points redeemable toward their store’s gift cards. It is a tiered program where the percentage earned goes up as annual spend increases.
This program helps enable their Sales Channel and drives loyalty. Originally, the program was managed by a US Marketing Company. Our client was interested in partnering with a new company who could help improve results, reduce overall points cost and help them demonstrate ROI.
solution
Maritz recommended a solution that drives efficiency and enhanced customer experience. We manage the program on our VAULT (Value-Added Loyalty Technology) loyalty platform, which provides underlying data structures, the file feed methodology and the administration data interface for customer support and the consumer website. We provide marketing strategy, Loyalty lifecycle management, campaign development, program activity metrics and benchmarking to improve results, as well as analytics and measurements that identify the return on investment. By strategically designing the Consumer Website and triggered e-mail communications, we are able to improve customer relationships. Our team also provides customer care, fulfilment and program management services to take the program through all stages.
results
- Successfully enhanced and seamlessly transitioned the existing program
- The new program was launched on time and on budget
- 40% growth in program membership
- 10,000+ gift cards fulfilled
Since launch, we have made additional recommendations to drive greater value and efficiency, including changing the eligibility criteria to keep the cost of the points low.
We have also applied significant efficiencies to report generation. The complexity of program data and the nature of the reports required prompted us to develop a Data Warehouse. This has allowed us to streamline the production of their standard reports and the execution of ad-hoc report requests.
