As retailers look to evolve and outpace competition, Kobie ensures an end-to-end loyalty design that connects all members, through every channel, to help your brand stand out in a sea of sameness.
The challenge:
Retail brands face unique challenges in driving engagement and spend through loyalty programs. As your brand ethos evolves over time, loyalty strategies must do so in tandem to ensure consumers are staying emotionally connected and your brand isn’t lost in a saturated retail market.
When Victoria’s Secret embarked on their own brand evolution journey, they sought an enterprise loyalty solution that could unite their members in a single community without losing the brand equity that had been built over decades.
The solution:
Kobie partnered with Victoria’s Secret to execute an end-to-end Enterprise Loyalty Design that united members under one program and set the foundation for future-focused expansion.
The design helped align key stakeholders across critical business functions for both VS and PINK with a common language around Emotional Loyalty. Along with leveraging Financial Modeling, we built the case for enterprise loyalty that served as a catalyst for buy-in across the organization. We built staffing plans and store employee training playbooks while working with VS’s technical, operational, marketing, and finance teams on solutioning the infrastructure for launch.
To activate the strategic design, we tested it with employees, executed a regional pilot, and launched across all locations with validation checkpoints focused on KPIs and loyalty health.
The outcomes:
By leveraging Kobie’s Enterprise Loyalty Design, Victoria’s Secret Rewards has experienced explosive growth since launch. Surpassing year-one goals in member growth, sales penetration, post-redemption spend, engagement and more – the brand has successfully driven value to their consumer segments and their bottom line.
Additionally, with a future-focused foundation, Victoria’s Secret is collecting valuable zero-party data through their loyalty program as members engage in rewards, campaigns, and non-transactional earn opportunities. They also experienced a high integration optimization through the new loyalty design, meaning the enablement of faster go-to-market readiness.
To learn how your brand can leverage loyalty design strategies like these to help your retail brand stand out, reach out to us today!
