What Makes a Good Loyalty Program?
In its new 21-page 2021 Loyalty Program Benchmark Report, TotalRetail highlights several industry companies for their exceptional work in their Loyalty Program offerings in an era where 68 percent of consumers say, “their loyalty is more difficult to maintain than ever.”
Highlighting the efforts of adidas, Foot Locker, Nike, Dick’s Sporting Goods, Zumiez, Bass Pro Shops, Cabela’s and lululemon in a Sporting category, TotalRetail said the companies in the Sporting category “did the best at introducing unique and innovative feature into their loyalty programs as well as optimizing the sign-up process for new members.”
Adidas was cited for doing an outstanding job in creating a thorough and easy-to-understand landing page that outlines all the benefits of being a loyalty program member. The information is seen as helping driving conversions for the Three Stripes and growing overall profitability of its program. Foot Locker, meanwhile, was recognized for its effective promotions and marketing around its FLX Rewards loyalty program. These include a free shipping banner on the home page plugging the availability of free shipping deals for FLX members. And Nike is named by TotalRetail for its effort in using a variety of apps to highlight experiences and the benefit of being part of a community of athletes. The Swoosh is smart in tying its loyalty program to individual experiences and content, not discounts and rewards points only, the report adds.