A Global Specialty Retailer Revamps Its Customer Loyalty Program

The Problem

Consumer product companies are increasingly looking for ways to attract and retain loyal customers. A San Francisco based retailer was focused on retaining their most valued customer - the loyalty program participant.  This segment represented 30% of all transactions and preferred pricing was the key driver for continued participation. As a result of heavily discounting pricing to attract more individuals to shop, an unintended consequence was a slow erosion of the perceived benefit of the revenue driving loyalty program. Propeller was engaged to drive the implementation of a pilot loyalty program designed to reverse this perception and to improve customer retention for their most valuable customers.  

Icons_Services_customer-shoppingbag

The Approach

The Propeller team socialized the program from senior management to the associate level, implemented the processes for training thousands of store employees, and ensured reporting was established to appropriately determine the success of the pilot program. Propeller also helped lead the execution of an integrated marketing campaign across multiple channels of the organization.  

Services Provided

  • MARKETING + PRODUCT MANAGEMENT
  • STAKEHOLDER ENGAGEMENT
  • CUSTOMER JOURNEY + OPERATIONS
  • CUSTOMER SERVICE OPERATIONS

Value Delivered

Despite an extremely rapid timeline and diverse stakeholders, this highly visible and revenue-critical project was completed on time and with compelling results. Results were so compelling that it was ultimately rolled out across the entire organization.  

+12%

Loyalty Program Engagement Increase

+25%

Increase in conversion