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Creating A Loyalty Program That Keeps Customers Engaged

tags Retail Loyalty Programs CRM & Analytics

If you don't already have a loyalty program, or if your program isn't generating the results you want, it's time to start thinking about your loyalty strategy. Loyalty programs are an essential part of keeping customers engaged and happy. In this post, we’ll show how our CRM & Loyalty experts helped American Girl achieve 20% of their enrollment goal in just one month, while also increasing customer purchase frequency and improving overall brand engagement. 

The Challenge  

American Girl, one of the nation’s most iconic toy brands was looking for help to build a loyalty program from inception. The brand's main goal was to keep customers engaged with American Girl (AG) from customer acquisition to loyalty and even to re-engage lapsed customers. Not knowing exactly where to start or how to execute their loyalty strategy, evaluate the technology platform options, or how to measure their ROI, the brand team reached out to Baesman Group for help.

A Strategic Loyalty Program

After performing an in-depth analysis of AG’s customer database with a focus on customer behavior, personalization, and financial viability, the Baesman team was able to identify the right customers to target, and the kind of rewards that would help drive customer engagement and enrollment.

Our team of former brand-side marketers created a strategic loyalty program that increased program enrollment and engagement.  We knew if we could get people to sign up for the rewards program, they would be more likely to keep coming back. In addition, we built the loyalty program on our proprietary Loyalty technology platform called Intuition. Because it's highly customizable and allows for the strategy to drive the technology rather than the other way around, Intuition was the perfect fit for the brand's unique needs. 

We also wanted to make sure that it was financially viable for AG, which meant offering rewards that were relevant and useful for customers. Lastly, it was crucial that AG was able to measure how well their new loyalty program was working so they could analyze it over time and make improvements where necessary.

American Girl Loyalty

A Successful Story

American girl has seen huge success with their loyalty program. In the end, their newly implemented loyalty strategy helped them drive 20% of their year-one enrollment goal in just one month, as well as helped them improve customer purchase frequency and brand engagement. We hope this post inspires you to create your own success story!


Baesman Insight (1)

Experiential Rewards = Engagement

The most effective loyalty programs make customers feel like they're part of something special. For example, by offering rewards like events and experiences you’ll be able to give your customers access to something they wouldn’t normally be able to enjoy.

These types of experiential rewards allow businesses and brands to create a sense of community among their customers and help them feel like they belong to something bigger. Another great way to create a connection to your brand is rewarding reviews for points or additional discounts on future purchases. This way both parties benefit: customers get discounts while companies get feedback about their products/services which helps them improve over time!


Build Lasting Customer Relationships with Baesman 

Creating a loyalty program that keeps your customers engaged and that works for your brand can be challenging, but it’s far from impossible. This is why a strategic partner like Baesman, can help you create, manage, and run your loyalty program while helping you analyze the data behind your program so you can make informed decisions on how to improve it going forward.

Want to learn more about customer loyalty programs from the experts? Download your free eBook, Customer Loyalty Programs: What You Need to Know.

Customer Loyalty Program eBook

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