For Michael Robinson, Director of Consumer Sales and Marketing, Omaha Steaks, the customer is the center of attention−always! Omaha Steaks never loses sight of the engagement sizzle.
“At Omaha Steaks, we’ve always lived by the philosophy that the customer is at the top of the organization chart,” Robinson told Loyalty360. “Providing our family of customers with top quality products and services has always been at the heart of everything we do.”
Omaha Steaks recently launched a new customer loyalty program known as Omaha Steaks Steaklover Rewards. This new loyalty program is designed to reward customers through a points-based program, where they can earn points by purchasing products, in addition to non-transactional engagements like referrals and social sharing.
This is the first loyalty program for Omaha Steaks that has been deployed across all marketing channels and customer touch points.
Omaha Steaks monitors ongoing success of the program through KPIs such as enrollment, program growth, Lifetime Value (LTV), retention, order frequency, and average order value.
Robinson participated in a Q&A with Loyalty360 to shed further light on his company’s guiding principles.
How do you define loyalty, what does it mean to your organization, and how has it changed in recent years?
I define loyalty as a brand-centric platform to increase customer engagement, brand value and bottom line results. Omaha Steaks has had loyal customers since 1917. We just launched our Steaklover Rewards program in May to integrate and formalize a loyalty mindset into our business model.
What are the biggest challenges and opportunities in the next two years?
Our biggest opportunity is to grow and leverage Steaklover Rewards into a program that will delight members, build stronger engagement with our brand, and improve order frequency and value.
Can you offer our audience a high level overview of your customer philosophy and share how this perspective helps drive more effective engagement and better marketing outcomes?
At Omaha Steaks, our mission statement is: “We deliver exceptional experiences that bring people together. Guaranteed.” We keep this top of mind when we develop promotions, products and loyalty benefits, especially when it comes to delivering seamlessly to the customer across multiple channels.