Loyalty Program Boosts Eddie Bauer’s Fortunes
A one-month test aimed at Eddie Bauer’s loyalty program members boosted sales by 7% over the control group. The retailer conducted the test at its Canadian outlets.
The test, which ran from May 31 through June 30, provided half of the participants in its rewards program with incentives printed directly onto their receipts. The test group was offered double the usual amount of loyalty club points on subsequent purchases.
The test program allows instant rewards and recognition to Eddie Bauer customers. Currently customers earning rewards need to wait for reward coupons to be mailed to them.
While those receiving the points spent more on their purchases, the number of purchases jumped only slightly. Among the control group, which did not receive the incentive but nonetheless had its purchases tracked, 27.4% made an additional purchase, compared with 28.7% of the test participants.
Ernex Marketing Technologies, Vancouver, BC, provided the custom messaging and bonus points software and analytic programs. Ernex has coordinated Redmond, WA-based Eddie Bauer’s loyalty program since 1999.
