Apparel retailer bebe has announced an enhanced loyalty program to accompany its new online story. The program, clubbebe, will feature four tiers ranging from “member” to “icon” and will reward customers with $10 for every $250 spent.
The launch of bebe’s new online shopping experience is the latest move in its evolving e-commerce strategy, focused on streamlining business operations and driving direct-to-consumer sales. In 2017, the company made the bold move to close all of its brick-and-mortar stores to focus solely on offering its products online.
The company is owned by Bluestar Alliance, which also operates major department store retail brands, including Tahari, Kensie, Catherine Malandrino, Nanette Lepore, Joan Vass, Michael Bastian, English Laundry, Limited Too, and Brookstone. It has recently partnered with Branded Online, an e-commerce solutions company for apparel, beauty, and lifestyle brands, for the launch of its new loyalty program and podcast.
“The experienced team at Branded Online, combined with their established relationships at every point of the procure-to-stock process, enables us to innovate fast and meet customers wherever they are,” says Joey Gabbay, CEO of Bluestar Alliance. “In fewer than 60 days, we were able to complete the custom integration with our legacy systems and launch the newly developed online shopping destination, featuring a completely transformed customer experience.”
The new focuses on personalization and discovery, boasting a mobile-responsive design, intuitive user interface, and underlying analytics platform so that customers can easily find new products, receive recommendations, and access deals based on their interests. The company also plans to roll out additional product categories and include accessibility for the website in multiple languages as an effort to broaden its customer base. Branded Online is providing full-service support for bebe, including creative and marketing as well as development, logistics, and fulfillment.
“Cultivating a successful consumer lifestyle brand in the modern era requires not only astute vision and compelling product, but also personalized and connected shopping experiences, anchored by sophisticated technology,” says Jan Nugent, CEO of Branded Online. “With its intuitive design and newly implemented, data-driven framework, bebe is well-positioned to scale quickly and deliver exponential growth in the online channel.”

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