Founded in 1945 in Birmingham, Alabama, Hibbett Sports Inc. is a sporting goods retailer operating over 1,000 stores in 33 states. Hibbett Sports stores typically have a 5,000-square foot layout and are located mostly in strip centers. Through its MVP Awards & Alerts rewards program, loyal customers can stay updated on the latest deals and offers from the retailer and accumulate points. Once at the 350-point level, members are issued a $10 reward certificate.
 
A huge success at first, the program hit a few bumps along the way but has since found its footing and is once again producing positive results. That turnaround came, in part, through a partnership with Baesman, the Columbus-based marketing solutions provider.
 
Both will present a session titled “Customer Loyalty is Changing, Brands Should Too,” at the 2017 Loyalty Expo being held May 2-4 at the Caribe Royale Hotel & Convention Center in Orlando, Florida.
 
“We’re going to be looking at the Hibbett loyalty program,” says Kim Welther, vice president of marketing strategy for Baesman, “and really the evolution of the program from inception to an analytical view of it, to the eventual redesign and relaunch.”
 
Adds Sarah Sharp-Wangaard, vice president of marketing for Hibbett Sporting Goods: “What we’re looking to do is cover our customer loyalty program from the beginning all the way to the end including the re-design and the strategy around all of it.”
 
With so many consumers experiencing some form of loyalty fatigue, many marketers are struggling to keep programs and strategies relevant. “Really anyone that’s involved in any capacity from a loyalty perspective and looking at a loyalty program can benefit from this session,” says Welther, “whether it’s looking to implement a program, analyzing a current one, or potentially leaving a program if it’s not profitable for them.”
 
With a variety of marketing expertise and a broad range of experience from direct-to-consumer marketing to customer loyalty, Sharp-Wangaard has been with Hibbett for over 10 years. As the Vice President of Marketing, she is responsible for customer loyalty, as well as digital, social, and site marketing.
 
Welther, meanwhile, leads Baesman's loyalty, data, and strategic initiatives as vice president of marketing strategy. Her responsibilities include driving client growth, customer acquisition, and creating data-driven retention strategies.