Shoe Carnival ended 2014 with more than six million members in its Shoe Perks loyalty program. Two years later, that number has more than doubled to more than 12 million.
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.
As a result, this strategy helped Shoe Carnival personalize member communications and recognize individual members at the point of transaction.
According to Jeff Sopko, president of Baesman, 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.
Along with the brand’s strong brick-and-mortar presence, shoecarnival.com serves as a shopping destination for shoe fans throughout the United States.
Shoe Carnival wanted to capitalize on its brand presence and increase the popularity of its Shoe Perks loyalty program. Increased enrollment, improved customer engagement, and a seamless multichannel member experience became top priorities. From strategy to execution, Baesman overhauled the Shoe Perks member database, revamped the program’s benefits, and established an online portal where members can access their account information.
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 said. “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.”
Sifford said store associates have done a “tremendous job” connecting customers to their transactions.
“This, along with several key visual acquisition campaigns, drove new member enrollment,” he explained. “While we remain committed to the acquisition of new members, our team is in the process of analyzing customer segmentation data, which will allow us to identify our high-value customers and target specific communication to further increase shopping frequency and average order value going forward.”
Sifford believes the Shoe Perks loyalty program has further room to grow.
“We are very pleased with the success of Shoe Perks and we believe we have a tremendous runway ahead of us to acquire, engage, and incentivize our most loyal customers to continue to consider Shoe Carnival as their destination of choice for family footwear,” he said.