Sales Strategy
How Jewelry Brands Can Strengthen Customer Retention with Loyalty Programs November 27, 2024 (0 comments)
New York, NY--Jewelry brands increasingly use loyalty programs to address low purchase frequency and competition. According to Antavo’s guide, these programs create unique shopping experiences and enhance omnichannel marketing.
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Key Challenges in Customer Retention
Antavo notes that jewelry purchases are tied to occasions like anniversaries and holidays, so increasing purchase frequency is crucial. Programs often emphasize collecting customer data—such as ring sizes and birthdays—to deliver personalized recommendations. Tools like augmented reality can bridge the "touch-and-feel" gap for online shoppers, says Brian Almeida of Strategic Caravan.
Effective Features of Jewelry Loyalty Programs
Antavo highlights several strategies for successful programs:
Personalized Engagement
Programs often offer VIP rewards and exclusive perks. For example, Pandora Club provides limited-edition charms, while Swarovski Crystal Society offers VIP event access for higher-tier members.
- Non-Transactional Rewards: Loyalty programs like Kristalize Jewelry’s Jewel Squad reward referrals, reviews, and other activities, keeping customers engaged beyond purchases.
- Omnichannel Integration: Mobile apps and digital passes enhance the customer experience by offering app-only rewards, daily login points, and push notifications near stores.
- Gamification: Gamified features like quizzes and profile rewards help personalize customer experiences and reduce returns.
Examples of Successful Programs
Antavo’s guide cites these programs as effective:
- Pandora Club: Offers spend-based tiers, exclusive products, and VIP event invitations.
- Swarovski Crystal Society: Provides tiered discounts, exclusive content, and access to special events.
- Kristalize Jewelry’s Jewel Squad: Uses a points-based system for both purchases and activities like referrals.
Read the entire article on Antavo.