Using a Rewards Program to Drive Holiday Traffic

Objective
Use the customer loyalty rewards program to drive incremental holiday traffic.

Strategy
In order to drive incremental holiday sales we tested issuing an incremental reward to members close to a reward in November. The goal here was to drive November and December traffic and double the value of the reward offered to qualified earners ($10 increased to $20). We measured this group over a control group that was not accelerated. New members were also issued a bonus reward.

47%

ROI

9%

Lift in Incremental Sales

3%

Incremental Increase in Response During Holiday Season

$10

Reward Offer Drove Incremental Sales and ROI

Key Takeaway
Strategically utilizing the rewards program during the holiday season successfully drove incremental sales and a profitable ROI (47%).

Background
This specialty retailer is an American footwear brand with over 150 stores nationwide.