One of the most infamous brands of ladies footwear needed assistance in redesigning the strategy by which they engage and create customer loyalty across their retail, online, distribution and discount warehouses. Currently, this shoe retailer has focused on on discounts/couponing without differentiation to competitors within their space.  While their rewards program has proven to drive short-term revenue bursts, it has eroded both the brands value and market position.

After spending time with their executive leadership team, retail locations and understanding their brand position versus that of their competition, the current engagement phase will include the following:

• Expand the program structure from a financial rewards program to a multi-dimensional loyalty program that addresses the breadth of the brand promise
• Make use of the data to identify the right levers for that broader proposition
• Make use of the data for a more personalized customer experience
• Create a holistic integrated experience across all touch-points
• Optimize current messaging strategy (timing and content)
• Increase program visibility in the marketplace, especially in retail stores
• Consider associate awareness and program benefits training
• Explore portfolio cross-sell opportunities

Overall the personalization of all communication, interconnects the retail environment cross platform, and creates a very meaningful engagement. The end result will be a dramatic increase in sales and value perception by their end customers and distribution channels.