Loyalty programs are implemented across multiple verticals; and weshowcased the top5 loyalty programs across different industries inour last blog. In our Top Loyalty Program series, we will highlight differentindustries, starting with the fashion and apparel industry. This bloghighlights the unique experience that characterize such programs.Unsurprisingly, it is not just about handing more rewards to customers, butrather, a more holistic customer experience by way of engagement!
NikePlus:
Nike takes its name from theGreek Goddess of victory and has been the leaders in sportswear for decades.Nike evolved its longstanding NikePlus program to redefine loyalty in thefast-paced sportswear industry. Beyond omnichannel fulfillment, Nike has differentiatedits services with an aim to create genuine athlete communities. Shiftingconsumer expectations demand a holistic approach to commerce and Nike hascreated a new benchmark via its loyalty program.
Nike made several changes tothe NikePlus program, including adding free expedited shipping and experientialin-store rewards for members. Taking a step further from simply adding moreperks, Nike introduced exclusive member rewards. These rewards provide memberswith personalized access to limited edition product collections correspondingto the training activities they prefer. Members get access to Nike partnerprograms like Headspace or Apple Music to assist them in meeting their goals.Member only sales, promotions, in-store events & services ensure that loyalcustomers receive curated experiences and exclusive benefits to stay engagedwith the program.
H&MMembership:
H&M is a fashion brand,offering the latest styles and inspiration. H&M prides itself in being morethan just about fashion. With price, quality and sustainability deeply rootedin its DNA, H&M offers a chance to create a more sustainable future for theindustry.
H&M has a unique initiativeto inculcate sustainable shopping. It offers ‘Conscious Points’ for activitiessuch as recycling old clothes or bringing your own shopping bag to the store.These conscious points transform into bonus vouchers, redeemable during thenext purchase. It’s a win-win for customers as they are rewarded for makingconscious choices, and augments the overall brand value proposition of H&M.The perks offered by the ‘Plus Member’ tier make it very aspirational – earlyaccess to events, surprise offers on birthdays & other holidays andexclusive access to unique collections and free shipping. To maintain engagementwith the members, H&M awards points for shopping, rating and reviewingpurchases and profile updating. For every 200 points earned, members get avoucher redeemable on their next purchase. All of this contributes to H&Mproviding an all-encompassing loyalty experience to their customers.
PatriciaNash Rewards
Patricia Nash Designs wasfounded with an appreciation of exceptional craftsmanship, and a love forvintage-inspired keepsakes.
Patricia Nash Rewards Programaims to continuously engage customers. Social sharing activities, writingproduct reviews in exchange for points ensures Patricia Nash is at the top of acustomer’s mind during repeat purchases. The program’s tiered structure hasproved critical to its success. Higher tiers allow members to earn points at afaster rate and earn more perks, ensuring exclusivity by way of specialgiveaways and exclusive events. If these perks were not enough to guaranteeexclusivity, top tiered members get early access to new arrivals and a freeannual gift! Such rewards have a high perceived value and go a long way informing an emotional bond with the brand.
ZARAClub
Zara is one of the largest& globally recognized fashion brands in the world. Zara is a pioneer in thefast fashion model and has significantly disrupted the traditional fashionindustry. Zara can react to new trends with great speed and that is what theircustomers love about them. The Zara rewards program is an extension of thisbrand philosophy.
Zara Club members get earlyaccess to the latest collections, leading to a very high perceived value amongthe fashion savvy customers. Further, Zara send outs a gift card every time amember accumulates 200 points. This reward could be a gift, discount coupon ora cash voucher. The customers thus have a burning desire to reveal the hiddenprize and redeem their reward, creating brand engagement and pushing customersto earn more points. The gift aside, this activity adds a fun element and makesthe customer feel valued. Such spontaneous offers along with free shipping andbirthday discounts is how Zara is winning their customers’ loyalty.
HappyFeet– Footwear
Happy Feet Plus has beenproviding health and comfort footwear since 1985. Along with their in-housebrand, HappyFeet sells a wide selection of footwear from Aetrex, Dansko,Vionic, Mephisto, etc. which are all built on sustainability. The thought ofnatural healing is so important to Happy Feet Plus that each store provides anadvanced digital foot scan and a trained expert providing feet related help& consultation.
The Happy Feet Plus rewardsprogram helps the brand instill emotional loyalty by gifting bonus points tocustomers on their birthdays. The program also provides top tier members withearly access to promotions and offers. Happy Feet has partnered with Kenkoh andcustomers get additional points for purchasing Kenkoh products. As an icing onthe cake, the Gold tier members get a chance to get featured on their socialmedia platforms. Such recognition is always welcome and goes a long way to forman emotional bond.
Conclusion
2020was certainly a year to be reckoned with, but that did not stop any of thesebrands from offering their customers unique rewarding experiences. Over thelast decade, loyalty and customerrewards programs have proven to be aneffective way to drive customer retention, boost lifetime value, and inspireloyalty. All of this reduces the prevalence of discounts, leading to improvedprofitability. Since loyalty programs are being implemented by everyone, thetrick to stand out is by offering a unique
This article was originally published on zinrelo.com
