Although the Jockey Rewards loyalty program has been around since 1996, Diane Oldenburger-Henning, Consumer Loyalty Manager, Jockey wants to refine it along with the company’s CRM system to ultimately deliver a better overall customer experience.
“Some of our challenges are just integrating our system together, getting data that store associates need and coordinating that with online to create that omnichannel look and view,” she told Loyalty360. “Providing customers the same information we have in stores online is one of the biggest challenges we have.
Oldenburger-Henning said one of the key projects this year is to assess the company’s current CRM system.
“In 2005, we put in on the database side campaigning tools and business analytics tools,” she explained. “Obviously, technology has changed light years since 2005. We want to take a look at it. We know there are better ways of doing what we’re doing and we want to figure out what that is. Will it give us cost efficiency so we can utilize our funds currently spent on CRM and loyalty and, perhaps, repurpose them? Basically, we want to create ourselves a road map and come up with a suitable timeframe.”
Oldenburger-Henning keeps herself well informed when it comes to other retail loyalty programs, carefully monitoring almost every loyalty program that any retailer has to find out how a particular program works, what it offers, and associated best practices.
“I follow most every loyalty program a retailer has, what technology they use, how the program works, what their offers are, right down to the legal wording,” she said. “A lot of them are big box retailers and we have 100 outlet stores and our online store. Our scale is so much different from what I’m observing from Big Box retailers. Their best practices can definitely be applied to Jockey on a different scale.”
The Jockey Rewards loyalty program was implemented in 1996 and revamped in 2010, but Oldenburger-Henning says the program will be reviewed as well as current CRM efforts this year to refine the overall process to better meet customer expectations.
“The major thing we did in 2013 was we implemented a clienteling system within our outlet stores,” she said.
Jockey Rewards is a points-based system whereby every dollar spent equals one point earned. If a customer spends $100, he or she receives 100 points and a $10 certificate in the mail. If a customer spends $200 or more during a calendar year, he or she becomes a Jockey Rewards VIP member through the end of the following year. VIP members receive 10% off all merchandise purchases, free standard ground shipping on Jockey.com, and additional benefits.
Accounts are updated on a weekly basis and rewards certificates are mailed weekly.
“We gave our associates and customers better access to their data,” Oldenburger-Henning said. “Associates can look up past transactions at the register and update membership information on the fly. Customers don’t need to bring their rewards certificates into the store, which basically helps us provide them better customer service. We want to keep them engaged and active. Luring someone to the program is just one piece.”
The main drivers of Jockey’s loyalty program haven’t changed, Oldenburger-Henning said.
“Acquisition and retention are the primary drivers of the loyalty program for us,” she said. “It’s a delicate balance between acquisition and retention. We want to acquire you and keep you active. That’s the primary purpose.”