Jeff Sopko, president of Baesman, knows what has led to Shoe Carnival’s successful Shoe Perks loyalty program, which eclipsed the 12 million-member mark during the company’s fiscal third quarter.
“Shoe Carnival has invested a lot of time and energy into growing the Shoe Perks loyalty program,” Sopko explained to Loyalty360. “With critical mass achieved, the focus now is engagement and member relationships to enhance retention and the member experience.”
During Shoe Carnival’s Nov. 28 third-quarter earnings conference call, CEO Cliff Sifford noted the performance of the “re-energized” loyalty program.
“We continue to make solid progress taking our Shoe Perks loyalty program to the next level,” Sifford explained. “We had another great quarter of new member enrollment with approximately 1.1 million new members. This brings our total membership to over twelve million. In the third quarter, our Shoe Perks members spent on average approximately 21 percent more per transaction than non-members and accounted for 67 percent of net sales.”
Baesman has helped Shoe Carnival grow its Shoe Perks loyalty program by conducting an extensive analysis of member behavior, developing a segmentation strategy, and establishing KPIs to measure program performance. What’s more, Baesman refreshed Shoe Carnival’s online portal that empowers members to access their respective account information.
This strategy helped Shoe Carnival personalize member communications and recognize individual members at the point of transaction.
Sopko said that, if Shoe Carnival wanted to influence behavior, improve customer experience, customer engagement, and drive results, “we had to leverage our segmentation work to develop campaigns that specifically resonated with each audience. The program now runs more efficiently and we can measure program activity immediately.”
Shoe Carnival partnered with Baesman to give its loyalty program a complete refresh.
Shoe Carnival is one of the country’s largest footwear chains with more than 555 stores throughout the Midwest, South, and Southeast regions. It was founded by David Russell in 1978 and is headquartered in Evansville, IN.
Baesman overhauled the Shoe Perks member database, revamped the program’s benefits, and established an online portal where members can access their account information. Sopko applauded Shoe Carnival’s senior leadership throughout the process.
“While the market remains challenging, they’ve taken the challenge seriously and truly tried to enhance how their customers interact with their Shoe Perks program,” Sopko added. “For many, proving success at the engagement phase is an uphill battle, however, the Shoe Carnival team has strong leadership and folks in place with the knowledge to enhance the customer journey.”