While loyalty programs vary in their approach to attract and retain customers, one thing is certain: the landscape for customer loyalty is changing. The digital age has more ways to reach customers than ever before, but at the cost of a marketing information overload. As potential customers sort through a trove of offers to find programs that fit their consumer habits, companies are struggling to stand out from the masses.
 
Luxottica’s SunPerks, the loyalty program for Sunglass Hut, offers many features to members including services such as replacement coverage, member only deals and priority access to different events and products. They even sent select members to Fashion Week this year. Their Oakley MVP program, which launched last September, offers similar replacement, deals, and access to priority events.
 
The main goals of these programs, according to Luxottica, is to improve their average customer repurchase cycle and to drive repeat business.
 
In his Customer Expo session, Brian Venuti, Vice President of Global CRM at Luxottica, will discuss how businesses can engage customers by offering alternative loyalty incentives and rewards.
 
Key Takeaways:
 

• - Loyalty companies need to drive value and engagement through a variety of different ways to both stand out to customers and retain their business.
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• - Content strategy has many challenges and considerations including definition, sourcing, frequency and balancing mass and personalized content.
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• - When considering non-promotional elements of a value proposition it is important to understand customer expectations and how they fit within the customer journey.
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• - Non-promotional incentives and rewards have real ROI and can directly contribute to the business.