Much has been said about the importance of engaging customers via new mediums. What often falls by the wayside in these discussions, however, is how these new mediums will intersect with more traditional channels to enhance the overall experience. This was the focus of the new loyalty program at Lids Sports Group, which integrates directly with the brand’s mobile app to create a complete customer experience. SVP, Marketing & Ecommerce Jeff Pearson will show attendees how the company approached this opportunity as it launched the Lids Hat Club, a program that not only takes advantage of a mobile app, but also offers both free and premium tiers, layering on an additional challenge in offering value and engagement to its customers.
- Engaging audiences through mobile, not as an exclusive channel but as part of a holistic customer experience
- Operating a loyalty program with a premium tier, while offering enough value for members of the free level to be engaged
- Leveraging a mobile program to collect customer preferences and shape CX going forward