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Lisa Erickson is the Senior Director of Loyalty and CRM at Sleep Number. The brand is a finalist for the 2022 Loyalty360 Awards in the Customer Insights and Metrics, and Creative Campaign categories.
Erickson has been with the company for 12 years and leads the CRM and loyalty team. All customer-facing communications, including email, direct mail and text go through Lisa and her team, as well as all aspects of the loyalty program.
Sleep Number’s InnerCircle rewards program is an innovative customer loyalty strategy that rewards consumers for their engagement, not their purchases. Mattresses are a purchase made once every 8 to 10 years, so the company had to create a program that was not focused on points per dollar spent.
The InnerCircle rewards program was built on a structure that would reward the customer for increased levels of engagement. After launch, Sleep Number saw over one-million members with over 15 million engagements in over 300 activities. In fact, membership engagement is so high, the customer insight team uses the loyalty program in lieu of hiring out marketing research groups.
Through the program, the team collects valuable first-party data to increase personalized content based on consumer interests. The goal is to drive emotional loyalty to the brand to drive advocacy. Members earn rewards by reading blogs or taking surveys or learning health and wellness facts from the InnerCircle app. These rewards can be redeemed for Sleep Number products or even partnership rewards such as NFL tickets. There is no need to spend more to earn points. It’s all about keeping the customer engaged.
The loyalty team was able to demonstrate the value and importance of the loyalty program at the corporate level and to ground-level store owners as well. Today, the loyalty program is a mainstay for the entire company with support from the sales and service team and even delivery drivers.
The presentation will dive deep into the analytics of the program and share how activities lead to increased engagement which generates sales. Erickson will showcase the regression model the analytic team developed and the level of detail that can be achieved to drive engagement.
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