Schuler Shoes: Program Strategy / Campaigns

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Discover loyalty in action with Kristen Finley, Schueller 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 Enix Cloud, delivers tailored

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experiences

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to incentivize customer loyalty and drive results.

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Our Enix Cloud team has been crucial to the buy-in as well as to the ongoing

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success.

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I did have an economic model that I was working with based on some of the past

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performance of our

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old loyalty program and I was able to bring that to the team and say, "Okay,

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this is what I know.

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These are some of the assumptions I have. What else can you tell me?"

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And they helped me increase the strength of that argument, I guess, and to help

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me understand

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how I could talk about the success of the program or what behaviors I wanted to

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drive and give me

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more language, give me some key numbers, factors, all of that information for

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me to pass on to

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everyone else who is invested in the success of the program. We consider the

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loyalty program as

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another aspect of any marketing campaign we have. We do campaigns directly with

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the brands that we

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sell in the store. We do campaigns for grand openings or events in the stores

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or back to school.

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All those sort of things, we include the loyalty program as part of that plan,

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whether it be

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double points, extra points, extra discount, new member signups, all of those

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things. It's now just

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second nature to include the loyalty program as an aspect of that planning. We

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have seen great success.

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As I said, we're an older company. We've been around for a long time, so we had

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a very strong

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loyal customer base. A lot of them for lifetime. We like to use our email, we

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use our

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in-store sales staff. They've been educated about it. We really use it as a

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tool, talk about it,

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make it just part of our regular marketing activities. I have become very happy

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and comfortable using

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the platform to deploy campaigns that we partner with our brands. I can go to a

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brand we sell.

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Berkand Stock is one of our brands and we can partner with them to say we'll

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offer extra bonus points

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for purchasing that brand or extra gift with purchase. All of the things that

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we do as partners

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with our brands to drive their sales and to drive excitement, I can use the

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loyalty program as

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another tool in that. We have an ongoing email campaign. It's just the reminder

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emails about

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their points or what they have available in their account. Those drive quite a

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bit of revenue as well.

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The campaign efforts, the emails that we've built in, we have allowed us to

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keep reaching out to

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the customers and the members in an ongoing, consistent way and they appreciate

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knowing what they

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have in their account and how they can stay active in the program.