Schuler Shoes: Building a Program

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Discover loyalty in action with Kristen Finley, Schuller Schoes' Digital

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Integration Director.

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The family-owned footwear retailer renowned for its diverse selection of high-

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quality shoes

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prioritizes customer satisfaction through personalized service and expert

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fitting.

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Their heart and soul rewards program, powered by NX Cloud, delivers tailored

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experiences

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to incentivize customer loyalty and drive results.

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Schuller Schoes' I work for is a family-owned retail business in Minnesota.

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We've been around for 135 years. We have 10 stores and an online e-commerce

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presence.

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Our program is the Heart and Soul Rewards program, soul being SOLE.

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We have basically three tiers away to earn $10 off, $25 off, $50 off.

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We run a few other things like sweepstakes that you can enter with loyalty

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points.

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We started our loyalty program almost two years ago. We had one, so like I said

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we've been around for 135 years. We have a very, very loyal customer base

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already.

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We had to sunset a loyalty program in during the pandemic.

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Our existing customers were demanding, we replace it.

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And part of our marketing initiatives are bringing on new customers who maybe

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aren't familiar

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with us. And we know that that target audience expects a loyalty program.

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They kind of demand it in their relationship with a brand.

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Those are the main reasons we knew we had to bring one on, also that we wanted

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the ability to

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collect first-party data. And to have that data to learn about our customers,

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learn what behaviors

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we can impact, we're really driving, we're able to drive the behaviors that we

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want,

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to provide the business outcomes. All of the data we get with our loyalty

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program helps us,

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helps us do marketing better, helps us make business decisions, all of that.

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But some of the challenges we were trying to overcome was we're how to attract

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new customers,

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have something exciting to talk about. We often, we talk a lot about our brands

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, we talk about

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offers we might have available, but a loyalty program also just gave us another

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topic,

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another something to get customers excited about. And we know, like I said,

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those target customers

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enjoy participating in loyalty programs. It's a fun topic to use in that

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relationship with them.