The truly outstanding programs are those conceived by brands and retailers that not only listen to their primary customer base but go further by involving them in crafting the loyalty program. This customer-centric method not only resonates with consumers but is more likely to establish enduring relationships and brand loyalty.
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GLORewards schemes have now become a fundamental tool for brands and retailers aiming to maintain their customer base and draw in new ones. These programs are rapidly emerging, competing to captivate and secure the allegiance of consumers.
Yet, the truly outstanding programs are those conceived by brands and retailers that not only listen to their primary customer base but go further by involving them in crafting the loyalty program. This customer-centric method not only resonates with consumers but is more likely to establish enduring relationships and brand loyalty.
Claire’s, a retailer specializing in accessories, jewelry, and toys, embraced this sentiment when reimagining its loyalty program. Chris Duncan, vice president of consumer insights and digital marketing at Claire’s, emphasized the retailer’s commitment to engaging its customers in the design of the loyalty program.
“We developed C.CLUB in collaboration with our consumers. Our aim is to let our shoppers know their opinions hold significance for us and that Claire’s will remain a space for endless self-expression and meaningful experiences,” Duncan expressed.
The decision to revamp the program was driven by Claire’s dedication to enriching the value of its benefits, primarily focusing on enabling members to accumulate rewards more swiftly. Duncan stressed the significance of this initiative in nurturing customer loyalty, enticing them to return and explore fresh opportunities for self-expression, while also demonstrating profound appreciation for the brand.
Duncan underscored the program’s significance, suggesting it’s worth thorough consideration, especially as Claire’s doubled its membership to over 18 million in the past year, and the relaunch under the new C.CLUB identity takes it to a higher level. This reimagined platform, developed through a dialogue with the community, stands as an exemplary model of what a brand can achieve by genuinely placing consumers at the forefront.
The insights gathered from engaging with Generation Z and Generation Alpha significantly influenced Claire’s transformation into a global fashion brand. The loyalty program played a pivotal role in these discussions, where input from existing members influenced various aspects, from program design to benefits and even the visual identity. The result was C.CLUB, a reimagined program inspired by the Claire’s community.
“We have continued to listen to the voices of Gen Zalpha and our reimagined loyalty program is an extension of these efforts. We aim not only to foster brand loyalty but also to inspire Gen Zalpha with diverse opportunities for self-expression,” Duncan explained.
The renewed program, C.CLUB, emphasizes the swift accumulation of rewards by visiting Claire’s frequently, rather than focusing on the amount spent. It offers benefits such as free shipping, exclusive access to new products, and early promotions. Members gain access to perks and rewards upon joining, including early access to product launches and collections, both digitally and physically.
Continuing dialogue with customers for ongoing improvement and alignment with their preferences remains a core element of the program.
Loyalty programs like the one implemented by Ulta Beauty, where 95% of sales are directly linked to their loyalty program, showcase the advantages. Nicole Bernhardt from Ulta Beauty highlighted how their program allows for engagement with consumers in meaningful ways, offering value and personalized experiences.
Similarly, Duncan noted Claire’s use of data to create meaningful connections and drive customers to stores when they’re inclined to shop.
As the holiday season approaches, loyalty programs are increasingly valuable, not only in encouraging spending but also in providing financial relief, especially amid inflation. Claire’s, among other retailers, is strategizing to entice consumers into their stores, such as offering a year of free earrings for loyalty program members who get piercings done in-store.
“The new program aims to drive more store visits, especially by offering in-store piercing customers a year of complimentary earrings,” Duncan said.
