It looks like data driven insights are coming to good old loyalty programs.
According to Modern Retail, companies like Reebok and Nike have increased data analytics roles in a bid to increase personalization for better sales.
Nike, for example, recently acquired Zodiac, a data analytics company, to better understand its NikePlus customers.
It seems that NikePlus members spend three times more overall than non-members.
So now retailers are really getting into analyzing their purchase behaviours, responsiveness to email promotions and marketing messages.
Matt Blonder, Reebok’s head of digital, says its loyalty program is the ‘center of gravity’ for the brand’s data analysis and personalization.
Customers can enjoy perks such as free shipping and returns, access to training sessions and other events.
They can even earn points by reviewing products and posting on social media platforms as well.
Blonder said that Reebok is looking at using the data collected by its new loyalty program to better inform everything from product design to creation, and to better personalize its marketing and creative across digital channel.
Source: Modern Retail
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