Canadian retailer The Shoe Company, has launched Shoe VIP, an innovative points-based loyalty program created for its members. Shoe VIP replaces the existing Shoe Lovers Rewards program to provide a more compelling reward experience with greater choice to four million Canadian loyalty members. The new loyalty program is free to join and features many benefits such as richer rewards, surprise bonus points, a birthday reward, unlimited free shipping and more.

Shoe VIP was built from the ground up using customer research as its foundation. Over 3,000 existing customers and members were surveyed on their loyalty program preferences and shopping habits, as well as other important milestones in their lives. “Shoe VIP is shaped by our members. They told us directly what they like, want and need — and we listened,” says Lauren Reimer, Chief Operating Officer, “We know our members want better rewards, more personalization, value and fun in their purchase experience.”

The program introduces two member tiers: VIP Insider and VIP Influencer. VIP Insiders receive 1 point per $1 spent while VIP Influencers receive 1.5 points per $1 spent. Shoe VIP benefits were designed in response to the survey results, which revealed that customers were looking for more opportunities to earn rewards and customize their offers. Highlights of these benefits include: free shipping on every order with no minimum spend; birthday gift of 20 percent off; personal shopping day for VIP Influencer on which they can choose to triple purchase points once per year.

In addition to leveraging enhanced member benefits and rewards, the program design also included the definition of a new brand identity. The Shoe VIP brand is inspired by celebrating the important milestone moments in members’ lives. A vibrant color palette of sunshine yellow, pink watermelon and shoe blue; complementing brand’s colors of white and blue; truly reinforce the program's rewarding brand experience.

“We’re proud to elevate and innovate the loyalty experience at The Shoe Company — to ‘get personal’ and connect with our customers at a deeper level,” says Mary Turner, President of Shoe VIP. “Shoe VIP’s compelling rewards, element of surprise, and customized approach to rewards management make it a best-in-class loyalty program for our members.”

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