Footwear Insight

6 • Footwear Insight ~ January/February 2025 footwearinsight.com is worth their time without overwhelming them with conditions. A shoe store offering a customer loyalty program can bring a lot of benefits, both for the store and its customers. Loyalty programs reward repeat customers, making them more likely to return and incentivize customers to spend more per visit to reach rewards. Loyalty programs allow retailers to gather valuable customer data (like purchase habits, favorite styles, sizes, etc.), which can help with personalized marketing. Tailoring promotions and offers based on customer preferences can drive even more sales. Happy (rewarded) customers are more likely to recommend that store to others, which can lead to word-of-mouth referrals. People love to share deals, so a great loyalty program can expand the store's customer base. Programs that can give your sales associates that customer's information on their past purchases can engage very differently…before the transaction. Information that is relevant and offered in real time builds a stronger connection. Make the loyalty program a subtle selling point. Right aer the fitting, you could mention it in a way that doesn't feel pushy, but highlights the value. Let them know your loyalty program is not just about discounts, but long- term benefits. You can also offer an immediate benefit to joining such as a small discount on that pair. And don't forget about the non- transactional data — when a customer leaves without a purchase. Understanding why they didn't buy is part of the customer engagement and what loyalty programs, with perhaps a little help from AI, can do. ere is a lot of chatter about customers coming into your stores to try on a pair of shoes, get fitted, and then leave to purchase online. Can store loyalty programs help? Well, like most things, it depends. e challenge of getting someone to join the loyalty program aer spending time in your store, but not making a purchase, is to focus on what they can gain from it—not on the fact that they did not buy anything. Shi the conversation from a "you missed a sale" mentality to a "here's how we can help you in the future" approach. If they've expressed interest in a certain type of shoe (like a pair of boots or running shoes), you can let them know that, as a loyalty member, they'll be the first to know when those styles are in stock or go on sale. Politely ask for their email (or phone number) so you can keep them updated on new arrivals, sales, or events. Having their contact info allows you to engage them later. If they seem open to it, offer to add them to your loyalty program even before a purchase. For instance: "We can sign you up for the loyalty program now so you're all set for next time! You'll get notifications about new styles, sales, and rewards as soon as you make your first purchase." By presenting the loyalty program as a resource they can take advantage of later—whether it's through discounts, personalized service, or exclusive access to promotions—you make the program feel like a natural extension of their experience in your store, not just a reward for buying something today. Getting the word out about your store's loyalty program is just as important as designing it well. Let customers know with in-store signage, staff training or a dedicated loyalty page on your website where people can easily read about the program's benefits, how it works, and how to sign up. With BOPIS (buy on line, pick up in store), providing an exclusive offer for first-time sign-ups whether it's a discount or bonus points, can also increase participation. e beauty of a small, independent store is the relationship you already have with your customers. Make it feel like a special thank you for their continued support of your business. Emphasize the family- focused, local feel in your messaging. e key to success is consistency— make sure you're promoting your loyalty program across multiple touchpoints (in- store, online, email, social media). And for programs to be a win-win, everyone must be able to understand the rules. In this issue's Trend Insight survey, we asked consumers if they were a loyalty member at brick-and-mortar shoe stores. 44% said "Yes." 59% of those who said yes shop at that store specifically because of their loyalty program. We also asked, what would make a store's loyalty program more valuable to you? Turn to page 48 to read their comments. I think Emily Rudin,VP Loyalty Product Strategy & Growth, Oracle summed up loyalty programs quite nicely: Know me. Show me. Reward me. And I can add, "is to love me." It's all part of delivering that outstanding customer service experience. Jeff Nott, Publisher LETTER Loyalty programs allow retailers to gather valuable customer data (like purchase habits, favorite styles, sizes, etc.), which can help with personalized marketing. Tailoring promotions and offers based on customer preferences can drive even more sales.

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