AMERICAN EAGLE OUTFITTERS
Developed a transformative loyalty program that delivered over $100M in annual incremental revenue
TOP 3 U.S. DEPARTMENT STORE CHAIN
Created the rewards program judged the best omni-channel program in the world for several years
GLOBAL CRUISE LINE
Designed a world class casino loyalty program
#1 FOOD WHOLESALER
Developed and managed the most successful loyalty promotion ever for their 100K+ restaurant owner customers
AMERICAN EAGLE OUTFITTERS
Developed a transformative loyalty program that delivered over $100M in annual incremental revenue
Challenged with a lack of insight into the actual wearer of their apparel and accessories, AEO launched a non-tender rewards program to complement their highly successful proprietary credit card program. In one year the database shifted from 70% aged 40-54 to 13-34. The AE All Access Pass and its progressive digital evolution became a program many retail operators emulate to this day. The program annually delivered over $100,000,000 incremental lift and informed expansion with the Aerie brand.
Business Case
Beyond informing the merchant planning team to optimize allocation/flow, the power of insight drove new store real estate planning, and credit card innovation.
Program Design
Merchandise accumulation model was tested against traditional points for spend. Created a differentiated earn/ burn solution that drove traffic during best margin, lowest markdown periods
Digital Innovation
AEO was at the cutting edge of Mobile engagement with opt-in from their Millenials and Gen Z buyers. Social programs speaking to giving back through Live Your Life placed the AEO AAP member at the center of digital engagement.
Promotion
Events were scheduled throughout the year with special access for members offering their own live concert from a cutting edge band, holiday shopping events with free merchandise and bonus earning events online to drive omni-channel growth.
TOP 3 U.S. DEPARTMENT STORE CHAIN
Created the rewards program judged the best omni-channel program in the world for several years
An iconic department store chain with over 4,400 doors and 8 brands required a coalition loyalty program that could recognize and reward both its primary, as well as cross-brand, loyalists. Historically reliant on a proprietary credit card plus co-brand offering, the opportunity was there to reward all shoppers plus create an equity relationship that would lower attrition. The power of data and shopper insight was dramatic. The program acquired over 150,000,000 members, shifted markdowns to more profitable rewards, exponentially lifted omni-channel behavior and lifted marketing ROI by 20%!
Strategic Assessment
Foundation started with understanding shopper behavior, attrition issues, role of loyalty to retain best as well as newly identified shoppers and the power of data to drive primary business as well as venture partnerships with new revenue generation.
Technology Sourcing
Evaluated loyalty platforms and CRM solutions at global scale, negotiated “skin in the game” from providers and then implemented first time ever real-time CRM/Loyalty integration for each brand and cross-brand 24/7/365.
Highly Matrixed Integration
A first in retail achieved real-time recognition and reward across departments and store brands, and in any channel.
Global Recognition
Based on performance the program was judged the best omni-channel recognition and reward program in North America for several consecutive years.
GLOBAL CRUISE LINE
Designed a world class casino loyalty program
Casino players are a cruise line’s most valuable guests. The challenge was to develop a program from “scratch” and build a fully integrated recognition and reward capability that supported both onboard and offshore experiences. Over time, deliver even more as players demonstrated or had the potential to deliver even greater value to onboard revenue.
Assessment
Data analysis, player primary research, stakeholder interviews, and a competitive analysis helped to inform the strategy and design of the program.
Strategy
Finalized the main aspects of the program. Our process here included the strategic direction and positioning, mission, goals, KPIs, and operations impact.
Design
Comprehensive program designed with branding, pro forma, tiers, benefits and operations for a world-class program enabling client to track loyalty across ships and cruises. Enrollment process, communications cadence, web site.
Partnership
Used our land-based casino experience and network to generate new revenue on a pay-for-performance basis.
#1 FOOD WHOLESALER
Developed and managed the most successful loyalty promotion ever for their 100K+ customers
Company was trying to increase sales for specific high-margin and preferred-vendor products. Our team developed a limited-time rewards program offering bonus points for ordering specified products. We limited exposure and cost by offering sponsorships to vendors and using sweepstakes-based rewards. Over 80% of customers registered, which was by far the most for any program ever offered. Incremental sales increased for all qualifying products.
Problem
Company needed a strong promotional program to increase sales, as well as showcase higher-margin products. Previous programs had limited success.
Solution
Our team designed a 16-week football-themed rewards program that offered rewards each week and a grand prize at the end of the program. Solution had four language versions.
Implementation
Developed a custom mobile application for restaurant owner customers using our points engine. Processed over 10M transactions per week and refreshed content every week.
Outcome
Over 100K of customers joined the program. Proven incremental lift on sales for qualifying products. Company deemed it the most successful program in history.
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