Historically, retail brands have struggled with participation from consumers in their loyalty programmes. Only 21% of shoppers reported scheduling their shopping experience to take advantage of rewards-related promotions. And a similar amount said a rewards programme did not influence where they shopped.
Lacoste is a global speciality retailer with thousands of stores and outlets worldwide, plus global ecommerce. Following the loyalty programme previously launched in Europe, our research indicated that this would not resonate with the US consumer. The US consumer reported feeling overwhelmed and jaded by the volume of loyalty programmes and lack of innovation and personalisation.
How could we ensure we orchestrated a loyalty programme that worked for the consumer and the brand in the US?
Using a combination of primary research and customer data, Havas CX defined a new and highly engaging loyalty programme.
We knew that whilst monetary incentives were important, we also needed to incorporate a healthy balance of experiential touches, transactional rewards and 'surprise and delight' tactics.
To justify the investment, we developed a comprehensive cost/benefit analysis with a 1-to-3-year MROI forecast.
The justification convinced Lacoste that not only was our programme the right experience for the US consumer, it would greatly contribute to sales and ultimately their bottom line.