Launched in November 2012, the Stride Rite Rewards loyalty program – the company’s first-ever multichannel loyalty venture – has eclipsed the million member milestone within its first six months.
Reaching 1 million loyalty program members is way ahead of company projections. Kiran Smith, VP Marketing, Stride Rite Children’s Group, told Loyalty 360 that through it retail and outlet locations, as well as its website, Stride Rite has “far exceeded our expectations” regarding enrollment and repeat purchasers.
“We believe the key factors for this success are because the program is both easy to understand and use because it was designed with today's busy parent in mind, the program was developed using Stride Rite’s expertise in foot health, and the program is fully integrated in stores and online,” Smith said.
Consumers can enroll in the rewards program in store, online, or by phone. The rewards program is available at Stride Rite U.S. locations -- excluding California -- including specialty, outlet and striderite.com.
The new rewards program provides the following benefits to Stride Rite Rewards members:
$10 reward for every $75 spent
Free shipping on www.striderite.com for purchases over $35
Invitations for members-only offers
Member updates and fit reminders
Welcome kit with 100+ valuable coupons from partner companies
Smith said the company’s main goal for the loyalty program is retention.
“We recognize that our Stride Rite location typically serves parents with children ages 0-8,” she explained. “We want to make sure that this target audience continues to shop Stride Rite throughout that time for all of their shoe needs. Our rewards program not only makes it easy for parents to shop, but is designed to increase the number of Stride Rite shoes on the playground on the feet of kids of all ages.”
When developing Stride Rite Rewards, Smith said the company recognized that customers want more than just a discount.
“Stride Rite Rewards provides parents and their children exciting benefits that go beyond receiving their $10 Reward for every $75 they spend,” she explained. “Parents enjoy helpful Fit Reminders to check their child’s shoe size while their children benefit with Kid Rite promotions, like tickets to see upcoming movie releases.”
Smith believes there are two components to loyalty: transactional loyalty – customers become repeat purchasers – and brand advocacy.
“Our customers are our best form of advertisement and public relations,” Smith added. “We focus on making each transaction at Stride Rite a positive experience for parents so that they come back and encourage their friends to join them.”