11
Jun 10
Background
Levi Strauss & Co., one of the most popular apparel brands in the world, with a large market in India and an established presence of over 250 stores across the country, wanted to rollout a new customer loyalty program – the Levi’s® Loop, specifically designed for this region.
Aim
Faced with the challenge of penetration reaching a maximum in key cities in India as well as the realisation that a bulk of their revenue was being generated by a “loyal base” of repeat customers, Levi’s® formulated a high-level customer relationship strategy, that aimed at gaining consumer insights, through a robust database, analytics and accurate targeting, in order to both improve relationships and its competitive advantage.
The Levi’s® Loop program, that urged customers to ‘wear what you love and get rewarded’ targeted its primary audience, the youth of India. The digital program thus, besides providing information on the customary membership tiers & privileges, was to highlight the exclusive ‘Levi’s®’ lifestyle, providing opportunities to be part of ‘hip’ events and the latest fashion.
Execution
The digital CRM program conceptualised and developed, in line with this theme and branding, covers the lifecycle of a customer, starting from the first purchase, initiation into the Levi’s® Loop program, ongoing communications and activities as well as membership renewals and upgrades. Digital components created and utilised as part of this journey include:-
- The Levi’s® Loop website, that allows access to members-only information and offers, besides redemptions
- Digital marketing campaigns to create greater awareness and targeted programs for members, based on information & reports from the CRM database
- Digital welcome kits on initiation, to educate new members on the benefits and privileges offered by the program
- eDMs to keep members informed of their Levi’s® Loop transactions, latest promotions, reminders to redeem points, renew and upgrade memberships
- Mobile-based information channel to get notifications, reminders and on-demand information regarding membership status
- Online banners, strategically placed on relevant websites, increasing the popularity of the Levi’s® Loop program
Related Tags:
India, Levi’s® India, Loop CRM
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