UGG Rewards: Getting to Know Your Customers through Engagement
Data and a program strategy built around leveraging it properly was the perfect fit for boosting KPIs and per-member revenue.
Keeping up with customers in today’s hyper-connected world requires agility and foresight – consumers not only set the bar, they determine the pace. Winning is no longer driven by traditional competition, channel breadth or marketing funnels. Urgency prevails, expectations are high and consumers are savvy. Engaging the consumer now requires speed, personalization, and connected brand experiences.
UGG products are sold across several channels – third-party retail stores, online and direct-channel stores – the brand was previously unable to collect and analyze first-party data on all of its customers. Today, UGG Rewards not only enables and simplifies data collection, it rewards consumers for providing it. Continued engagement is built into UGG’s earn-redeem cycle, to ensure continued engagement and transactions beyond the peak fall/holiday season into spring and summer.
Leveraging the UGG Rewards program as a means to drive and collect consumer behavior, UGG’s knowledge and understanding of their customers increased, fueling the majority of brand’s growth and giving more control over the direction of brands and the consumer experience.