LoyaltyTech In-the-Cloud Loyalty Solution Supports Jeanswest's Next Generation Customer Loyalty Program
~ LoyaltyTech's Best-of-Breed Hosted Loyalty Systems Allow Major Fashion Retailer to More Effectively Engage With Over 500,000 Customers ~
Sydney, Australia -- November 23, 2009 -- Retail solutions integrator and developer LoyaltyTech today announced that it has implemented cloud-based best-of-breed loyalty systems to allow fashion retailer Jeanswest to more effectively engage with over 500,000 customers through its next generation customer loyalty program.
LoyaltyTech's objective was to cost-effectively create an Internet-based "In-the-cloud" platform for Jeanswest, which has more than 220 stores in Australia and New Zealand, to support a more effective customer loyalty program and any future enhancements.
The new loyalty systems were implemented in three months as part of a restructure and relaunch of Jeanswest's customer loyalty program in March. Since then there has been a dramatic increase in the number of registered customers from 200,000 to over 500,000.
"The new system is more sophisticated and it is easier to extract data which means we can target our customers more effectively," said Sarah Hayden, the company's Customer Relationship and Online Manager in Melbourne. "Our budget isn't growing as fast as the member base and so we have to smarter than before about what campaigns we do and who is most relevant to receive them."
Jeanswest needed a loyalty systems platform which went beyond the usual approaches. "Loyalty programs are not just about the points," said Matt Hampshire, LoyaltyTech's Managing Director. "They are about engaging more deeply with customers through sales, marketing and service."
LoyaltyTech used Responsys, a leading provider of on-demand email marketing and cross-channel campaign management solutions, as the basis of a new system. LoyaltyTech then customised Responsys for Jeanswest to support a broad range of customer interactions by adding customer relationship management (CRM), structure for a new loyalty program, and enhanced back-office reporting.
"It's not just about discounts and emails to customers," said Hayden. "We wanted to integrate all forms of communication -- including SMS, mail and social media like Facebook and Twitter -- in a relevant way to add value to customers' shopping experience."
Hayden aims to develop best practice for Jeanswest in its loyalty program and in the future plans to implement customised campaigns which are tailored for each customer.
Because the new system can now drill into each store's data and look at customer details, including size, garment colour, purchase date, it is possible to set up a query to invite appropriate customers to a specific store event. With triggered communications, Hayden said, the customer's data will be analysed even further to trigger offers which are even more finely tuned to each individual.
The new system includes the customer's first transaction when they sign up, providing a more immediate incentive to join the loyalty program. The focus in-store is on signing up members, said Hayden. "I always say to our Team Members, if you can identify who our customers are and capture their details, it makes it my job to communicate with them and get them back in store, again and again."
The new CRM system is also now integrated with point of sale. One of the key benefits of this is that when a customer's card is scanned, their account details are displayed and any incorrect information is flagged.
"Team Members can let customers know to update their details or, after the sale, go straight into the CRM system and fix them up," said Hayden. "Team Members like it because it's easy. We can also easily track who's signing up the most members and we use this information to create a competition in store, and reward our star performers."
Jeanswest expects a rapid return on the investment, within 12 months, and is working with LoyaltyTech on further improvements including enhanced back-end reporting.
LoyaltyTech is a privately held company founded in 2004 which develops business and technology solutions that make it easier for retailers to engage with their customers. The company has extensive practical experience working with leading brands around the world. Its vision is to translate this experience into cost-effective, best-practice systems for Australian businesses which integrate sales, marketing and service channels. For more information please visit www.loyaltytech.com.au .
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