At Cheetah we’re committed to helping enterprise marketers keep their customers engaged, retained, and loyal in a world full of infinite choice. This week we sat down with leading brands to discuss how they have reimagined loyalty – going beyond point-win-prizes and using it to progressively profile customers and build long-lasting relationships. Week 5 is anchored in making sure every action, input, and communication your customer receives from you moves the needle.
Lauren Bush Lauren:The Power of Being Purpose Driven
Nearly 15 years ago Lauren Bush Lauren, granddaughter to the late US president George H. W. Bush decided she was going to leverage commerce to help stave off global hunger. What followed was the start of FEED, a project that has seen over 100 million meals provided to those that need them most.
Lauren Bush Lauren joined us for an inspiring keynote to discuss the power of being purpose driven, what lessons she has learned in marketing along the way and she shared advice for anyone looking to put purpose at the center of their brand promise.
How Loyalty Can Drive a Customer Engagement Strategy
Loyalty can no longer be a discount program that sits as a silo; it has to be the heart of how your brand brings a value exchange to consumers in return for their data, engagement, and purchases over time. In this deep dive, we sat down with Vitamin Shoppe, COBS Bread and Loyalty360 to learn how these leading names in the space are making loyalty intrinsic to their organization, getting buy-in and how they are measuring success.
COBS Bread launched it’s loyalty program with some help from Cheetah just 6 weeks ago, and has already smashed it’s annual acquisition goals by over 33%.
“We originally had forecasted in our first year that we would acquire somewhere around 75k to 80k customers out of the gate. We’re six weeks in and we just rolled over 100k customers and our goal in the first year now is heading towards 250k customers.” – Brad Bissonnette, Vice President – Marketing & Franchise Recruitment, COBS Bread
Salling Group Engages 35% of Danish Retail Population
As the largest retailer in Denmark, Salling Group sees over 11 million customers a week through its grocery store chains, coffee shops, restaurants, and stores. Salling Group turned to Marigold Engage+ to build a loyalty program that could be used as an owned digital personalized communication channel, rather than relying on the walled gardens – imperatively Salling Group wanted to understand its customers through more than just transactions.
Salling Group’s loyalty program delivers intelligent, contextually relevant, highly personalized offers to customers – treating each and every customer as an individual. The machine learning module combined with the personalization layer of Marigold Loyalty means customers are served discounts for products that are relevant to them.
VF Corp: The Jacket You Didn’t Know You Needed
Visit any corner of the globe and you will spot someone proudly wearing a pair of Vans sneakers or a North Face jacket. But helping those loyal customers discover product lines they didn’t know about is the key to building customer lifetime value.
VF Corp’s Global Director Consumer Analytics; Ian Dewar joined us to share how by taking a data-driven approach, VF Corp is building customer profiles and behavioral predictions to lift sales, increase customer lifetime value and drive lasting loyalty.
One Year On Platform: A Customer Engagement Suite Success Story
Pure Archery Group decided that rather than try to outspend their competitors with product-focused ads, they would focus their advertising budgets and labor resources on connecting directly with consumers to collect zero-party data; this included gathering data on their own customers, along with loyal customers of their competitors. Through a value-exchange sweepstakes the brand is able to collect hundreds of thousands of unique data points from tens of thousands of consumers to deliver truly-personalized content and offers.
Actionable data like: product type of choice, the feature most important to their purchasing decision, whether they have purchased from a rival brand (so they can market to their competitors’ customers), budget size, and when they’re next looking to upgrade their kit.
During the COVID-19 pandemic, Pure Archery Group had the data to connect with, and activate its customers and let them know how they could test drive and purchase products , reaping incredible results.
50% lift to market share during COVID-19 pandemic
And that’s a wrap. You can enjoy all 5 weeks of Signals21 content in our on-demand hub. Check it out.