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During his third-quarter financial results conference call on Dec. 1, Shoe Carnival President, CEO, and CMO Cliff Sifford paid tribute to the company’s customer loyalty program−Shoe Perks−that accounted for 43% of total company sales during the three-month period.
Members of the Shoe Perks customer loyalty program shop more frequently and spend more on average than non-members, Sifford said, according to a Seeking Alpha transcript.
Shoe Carnival added about 750,000 new members in the third quarter, representing an increase of 58% compared to the same time period last year. With a total of 5.6 million active members, third-quarter sales from Shoe Perks members increased 104% compared to the third quarter last year.
The 43% of total third-quarter sales attributed to members of the Shoe Perks customer loyalty program is nearly double the figure of 23% for the same period last year.
“For the year, we’ve added over 2 million members to this program continuing with marketing,” Sifford explained. “Although we generated a comparable store sales increase all three months of the quarter, I’m most pleased with the 2.6% comp store increase in October, which was on top of last year’s October comp store increase of 5.4%. We felt this is a direct result of our national advertising campaign which highlighted our large selection of fashion boots for the entire family given us terrific momentum as we entered into the key selling season for boots.”
Shoe Carnival’s key initiatives include national advertising, better brands in its women’s department that reinvigorate the ecommerce presence, along with bringing new customers to the store and website.
What’s more, Sifford said Shoe Carnival launched its first-ever mobile app in September.
“This app gives our ecommerce team the ability to interact with our customers through games and contests, in addition to giving us a new avenue for target marketing,” he explained.
Shoe Carnival ended the third quarter with 404 stores, operating in 33 states and Puerto Rico. For the remainder of 2014, company plans call for opening one more store by year-end, which will bring the new store total for the year to 31.
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