The Solution
Key highlights include:
- Transformed the existing loyalty program to have a more branded look and feel as well as enhanced the backend platform to provide a smoother admin experience
- Evolved the program from being solely transactional format to a relational design that offered each customer, user type, or segment a unique experience
- Enabled the client to utilize the platform to push out notifications, communications, and training on new products or services they offered
By transitioning the client's existing program to the Brandmovers loyalty platform was able to evolve the program from transactional to relational with advanced segmentation, custom communication, automated product and marketing campaigns, and training and education programs.
Segmented Offers and Functionality
Advanced customer segmentation functionality within the program allows the client to classify their customer types with necessary Parent/Child relationships as well as account for specific hierarchies (Buying Groups, SMBs, Family Offices, Independents) when creating program rules, offers, or promotions. This ability to segment customers also enabled the client to create and deliver custom promotions and offers to members based on member attributes such as tier level or purchase history, thus increasing customer spend.
Rewards
To address the rewards catalog issues, Brandmovers took over all merchandise redemption processes and created a tailored rewards catalog for the customers with items aligned to help members grow their businesses. Brandmovers also enabled customers to redeem points for rebates, configured the platform to provide Marketing Co-op dollars reimbursement, and added additional soft perks and bonus benefits that appealed to all members.
Learning and Content
By integrating the loyalty program with the client's learning management system (LMS), members can earn certifications and redeem loyalty points for Continued Education Benefits. Members are also able to gain access to exclusive content, client-sponsored events, training on new products, and more.
Results
After the launch of its new and updated phase, the loyalty program has become well-recognized and is considered a highly beneficial program within the industry. The program continues to see strong ongoing enrollment numbers. The client saw +10% unit growth over a year and growth numbers that were above the industry average. While unenrolled customer revenue remained the same, revenue growth among enrolled loyalty program members was in the double digits. Over 80% of members are actively engaged in the program.
