Today, Sunday 8th May, Simply Be launches its rewards programme, ‘Perks’, which will see customers receive personalised rewards in return for engagement.
The online retailer has based the programme on extensive research across over 4,000 customers which found that shoppers feel they have to “work too hard” for rewards that come from point collecting schemes and would rather see instant rewards.
Turning its back on the traditional ‘points’ system, the rewards programme will harness customer data, offering members personalised rewards to suit their buying preferences and behaviours.
The brand held a soft launch period of Perks for a small group of customers and social influencers last year. Members were invited to co-create and help to develop the programme as part of a research panel.
The panel was used as vehicle for giving feedback on various aspects of the programme in order to refine and evolve the way it works. Sentiment was positive across all aspects of the scheme, with members suggesting ways to make the programme easier to use, and giving feedback on their favourite type of ‘perk’.
Rewards will include special discounts for Simply Be, invites for exclusive events, access to competitions and gifts from third party brands such as Mark Hill, Nails Inc, and Café Rouge.
The programme will offer each member a varied level of ‘perk’ every month as well as additional rewards for special life events, such as birthdays.
Sitting at the heart of the brand’s marketing strategy, the programme encourages engagement across all platforms and a higher level emotional relationship with customers.
Rewardable digital activity includes social media engagement, website content consumption, product reviews, competition entries, survey completion, email clicks and app downloads.
“We wanted to create a rewards programme that was fit for our customers without compromise, with an innovative approach to loyalty. Using Perks as a tool to encourage engagement across our platforms opens up huge opportunity in our marketing strategy,” said Ann Steer, chief customer officer for N Brown Group plc which owns Simply Be.
“Perks is based on genuine value exchange, which should appeal to our customer base in a way that other programmes don’t. We want to create that ‘warm and fuzzy’ feeling and build stronger emotional relationships with our customers which will translate to brand advocacy.
“Having data-driven decisions underpin our programme will help us to exceed our members’ expectations by giving them something really personal and unexpected.”
Simply Be customers can sign up to Perks at www.simplybe.co.uk
