Australian footwear label Tony Bianco has revealed the early results of its rebranded and re-launched loyalty program.
Style Passport, a three tier, experienced-based loyalty program re-launched in March and has since seen 5000 new members sign on for the program, while both the First and Business class tiers have seen over 13% member growth.
Working with retail and eCommerce partners, Tony Bianco implemented a loyalty program that is uncomplicated, simple to understand and scaleable, while differentiating itself from discount-driven loyalty programs offered at competitors.
After conducting research, the business found that to drive true brand loyalty, customers needed to be recognised and rewarded.
Tony Bianco marketing manager Danielle Truter said that the program goes towards making customers feel important.
"Customers want to feel special, feel rewarded and not just like another transaction to the business.
"Style Passport will help Tony Bianco build a stronger relationship with its loyal customers," she said.
The upgraded program has implemented new features such as seasonal and birthday gifting, exclusive member events, early access to new season products through hidden webpages, members-only pricing and exclusive shipping offers. The Tony Bianco team is also set to develop limited-edition products that form part of the seasonal and birthday gifting initiative.
Those customers who earn their way to First Class will have access to a personal concierge and receive a highly personalised service.
New capabilities have had to be implemented on the Tony Bianco website to streamline the customer experience and personalise the members' account.
These new capabilities include; secret member-only pricing which is revealed across the website when a customer logs into their account; the ability to choose from a selection of gifts at the checkout for those who have access to the 'gift with purchase' feature; and, personalised member pages which include real-time status information, current offers availble to them and information on how to move up to the next tier.