How to effectively use a customer loyalty program
Chicago — Ideas for loyalty in a competitive climate came fast and furious during an educational session here at the Orgill Fall Market.
The session, called "How to effectively use a customer loyalty program," was led by Theresa Neal, head of new business development for Eden Prairie, Minnesota-based Pro/Phase Marketing. The company’s RepeatRewards program has a business relationship with Orgill, providing a menu of real-time loyalty services.
While customer retention is the driving motivation behind loyalty programs, Neal explained early that the key to success is getting people to join. "Your competitors have a program," she said. "You need a program to keep them coming back."
There is no silver bullet for loyalty program success, but there is a long and growing list of best practices or tricks of the trade. Neal pointed to several:
• The plastic cards or key tags (28 centers per key tag) play a valuable role. They serve as advertisements in the wallet.
• A loyalty program doesn’t have to have a card. A phone number can be the key to track a customer.
• Birthdays are a huge opportunity for a marketing event (mail or e-mail).
• Take advantage of social media. "Here’s the thing about Facebook and Twitter — they are free."
Neal suggested that good programs give customers several options to sign up. She suggested a well-trafficked endcap of a high-volume product (window-washer fluid, for instance) with a conspicuous discount for loyalty-program members.
"You want the customers to say, ‘How can I become a member?’" she said.
American Standard’s design team grows
American Standard Brands is investing in its design team via three new hires at its Piscataway, New Jersey headquarters, where the design studio is located.
Emilie Williams, Greg Reinecker and Gabriela Ravassa have joined the team, reporting to new VP design Jean-Jacques L’Hénaff.
Williams has been brought on board as associate design director for faucets. Previously, she served as senior designer at Ignite USA, working for the Contigo and AVEX housewares brands. She also had roles at Delta Faucet and Masco Corporation.
Meanwhile, Reinecker will take on the role of lead designer, overseeing industrial design projects in various product categories. His resume includes stints at design consultancies Teams Design and Axis Design.
Finally, Ravassa has been hired as industrial designer, with a current focus on trade faucet lines for American Standard and DXV. She has previously worked with eyewear brand Don Vetro and mobility aid company OMHU.
L’Henaff joined the company last October to bring a more user-centric focus to the company’s design operations.
Jean-Jacques is leading us in a forward-thinking direction, creating world-class product design for products that perform fabulously while looking beautiful and meeting the high-style demands of today’s customer,” said American Standard president and CEO Jay Gould.